Indonesian Journal of Cultural and Community Development
Vol 15 No 3 (2024): September
Innovative Technologies and Digital Solutions for Community Development

Price, Marketing Communications and E-commerce Services on Consumer Purchase Intention in Online Shopping
Harga, Marketing Communication, dan Layanan E-Commerce Terhadap Minat Beli Konsumen Berbelanja Online


  • Roviqotul Ummah,
  • Mas Oetarjo*
Roviqotul Ummah
Program Studi Manajemen, Universitas Muhammadiyah Sidoarjo, Indonesia
Mas Oetarjo
Program Studi Manajemen, Universitas Muhammadiyah Sidoarjo, Indonesia *

(*) Corresponding Author
Picture in here are illustration from public domain image or provided by the author, as part of their works
DOI: https://doi.org/10.21070/ijccd.v15i3.1088
Published October 2, 2024
Keywords
  • Price,
  • Marketing Communication,
  • E-Commerce Services,
  • Consumer Purchase Intention,
  • Online Shopping
How to Cite
Ummah, R., & Oetarjo, M. (2024). Price, Marketing Communications and E-commerce Services on Consumer Purchase Intention in Online Shopping. Indonesian Journal of Cultural and Community Development, 15(3), 10.21070/ijccd.v15i3.1088. https://doi.org/10.21070/ijccd.v15i3.1088

Copyright (c) 2024 Roviqotul Ummah, Mas Oetarjo

Creative Commons License

This work is licensed under a Creative Commons Attribution 4.0 International License.

Abstract

General Background: The rise of technology and internet use has significantly influenced shopping behaviors in Indonesia, particularly with the growth of online shopping. Specific Background: Factors such as price, marketing communication, and e-commerce services are essential in shaping consumer purchasing decisions in this digital space. Knowledge Gap: Limited research has examined the combined impact of these variables on online purchase intentions. Aims: This study investigates the effects of price, marketing communication, and e-commerce services on consumer purchasing intentions. Results: Using a quantitative approach with 96 respondents, the analysis reveals that all independent variables significantly influence consumer purchase intentions in online shopping. Novelty: This research integrates multiple influencing factors into a single study, emphasizing their collective impact. Implications: Findings indicate that e-commerce platforms should focus on competitive pricing, effective marketing strategies, and quality services to enhance consumer purchase intentions, contributing to a thriving online retail environment.

Highlights:

  • Significant Influence: Price, marketing communication, and e-commerce services collectively impact consumer purchasing decisions in online shopping.
  • Research Gap: This study fills the void by examining the combined effects of multiple factors on purchase intentions.
  • Strategic Implications: E-commerce platforms should prioritize competitive pricing and effective marketing strategies to boost consumer engagement and sales.

Keywords: Price, Marketing Communication, E-Commerce Services, Consumer Purchase Intention, Online Shopping

References

  1. F. E. Setianingsih and F. Aziz, "Pengaruh Media Sosial Marketing Tiktok Terhadap Minat Beli Online di Shopee," Jurnal Administrasi Bisnis, vol. 11, no. 2, pp. 25–34, Sep. 2022, doi: 10.14710/jab.v11i2.42602.
  2. R. P. Dewi, "Sosial Media Sebagai Sarana Jual Beli Online," STAIN Sorong, 2023.
  3. D. T. dan V. K., "Preferensi Konsumen," Nomor 02, 2018.
  4. D. Kuswandi, "Peran Kepuasan Pelanggan Dalam Memediasi Pengaruh Kualitas Pelayanan Terhadap Loyalitas Pelanggan Berbelanja Online," Jurnal Indonesia Sosial Sains, vol. 2, no. 10, pp. 1663–1681, Oct. 2021, doi: 10.36418/jiss.v2i10.433.
  5. W. Purbohastuti and A. A. Hidayah, "Meningkatkan Minat Beli Produk Shopee Melalui Celebrity Endorser," Jurnal Bisnis Terapan, vol. 4, no. 1, pp. 37–46, Jun. 2020, doi: 10.24123/jbt.v4i1.2480.
  6. S. R. Salsyabila, A. R. Pradipta, D. Kusnanto, and F. Ekonomi dan Bisnis, "Pengaruh Promosi Dan Kualitas Pelayanan Terhadap Minat Beli Pada Marketplace Shopee," vol. 13, no. 1, pp. 37–46, 2021.
  7. M. Yudiana and N. L. P. Indiani, "Peran Harga, Promosi, dan Kualitas Produk Dalam Mendorong Keputusan Pembelian Kembali di Bale Ayu Denpasar," Wacana Ekonomi, vol. 21, no. 1, pp. 55–63, Apr. 2022, doi: 10.22225/we.21.1.2022.55-63.
  8. F. Hesty, W. Septiya, and M. Oetarjo, "Impact of Digital Marketing, Electronic Word of Mouth and Price on Customer Purchasing Decisions for Baby Squid Chili Sauce," Journal of Business and Economics Research, vol. 5, no. 2, pp. 50–59, 2021.
  9. Krizanova, G. Lazaroiu, L. Gajanova, J. Kliestikova, M. Nadanyiova, and D. Moravcikova, "The Effectiveness of Marketing Communication and Importance of Its Evaluation in an Online Environment," Sustainability, vol. 11, no. 24, pp. 1–13, Dec. 2019, doi: 10.3390/su11247016.
  10. P. Studi Manajemen Dakwah et al., "Pengaruh Service Marketing, Relationship Marketing, Communication Marketing Terhadap Customer Satisfaction," Journal of Islamic Management, vol. 2, no. 1, pp. 15–20, 2022
  11. S. Mamosey, M. Mangantar, R. S. Wenas, "Analisis Pengaruh Integrated Marketing Communication Terhadap Niat Beli Produk Telkomsel," Journal of Management Studies, vol. 2, no. 2, pp. 205–212, 1985.
  12. F. A. Akbar, I. Amaliah, and A. Julia, "Faktor-Faktor yang Menentukan Preferensi Masyarakat Indonesia dalam Belanja Fashion di Marketplace dan E-Commerce," Proceedings of the Economics, 2022.
  13. W. Waziana, R. H. Saputra, N. Y. Sari, and D. Aulia, "Pemanfaatan E-Commerce Shopee Sebagai Upaya Peningkatan Ekonomi Ibu-Ibu PKK Pelaku Bisnis," Journal of Business Economics, 2022.
  14. S. D. Yanti, S. Astuti, and C. Safitri, "Pengaruh Pengalaman Belanja Online Dan Kepercayaan Terhadap Minat Beli Ulang Di Tiktok Shop," Jurnal EMT KITA, vol. 7, no. 1, pp. 47–61, Jan. 2023, doi: 10.35870/emt.v7i1.728.
  15. Y. L. R. Rehatalanit, "Peran E-Commerce Dalam Pengembangan Bisnis," E-Commerce Journal, 2022.
  16. E. Pratiwi, Z. Ruma, M. Ilham, and W. Haeruddin, "Analisis Perbandingan Loyalitas Konsumen Antara Pengguna Tiktokshop dan Shopee," Journal of Business and Management, 2023.
  17. Irfan, "Peran Harga dan Kualitas Produk Bagi Konsumen Melakukan Pembelian Ulang di Toko Roti Primadona Surabaya," Journal of Business and Economics Research, vol. 3, no. 1, pp. 30–36, Feb. 2022, doi: 10.47065/jbe.v3i1.1345.
  18. H. Aribowo, "Peranan Media Sosial terhadap Kenaikan Nilai Omset Penjualan di Tiktok pada Pedagang dengan Cara Live Shopping," Jurnal Mirai Management, vol. 8, no. 2, pp. 219–239, 2023.
  19. S. Chairunnisa Nandaresta and C. Warman, "SISMATIK: Seminar Nasional Sistem Informasi dan Manajemen Informatika," Universitas Nusa Putra, Aug. 2023.
  20. M. F. Rizky and H. Yasin, "Pengaruh Promosi dan Harga Terhadap Minat Beli Perumahan Obama," STIE Nusa Bangsa, 2022.
  21. H. Taan, J. Manajemen, and F. Ekonomi, "Kemudahan Penggunaan dan Harga," Journal Ekonomi Bisnis dan Akuntansi, vol. 8, no. 1, pp. 89–96, 2021.
  22. A. E. Tania, H. Hemawan, and A. Izzuddin, "Pengaruh Lokasi dan Harga Terhadap Minat Beli Konsumen," Journal of Marketing, 2022.
  23. R. Halim and A. Iskandar, "Pengaruh Kualitas Produk, Harga dan Persaingan Terhadap Minat Beli," Jurnal Riset Manajemen dan Bisnis, vol. 4, no. 3, pp. 415–424, 2019, doi: 10.36226/jrmb.v4i3.291.
  24. Z. N. Qayyimah, "Skripsi Zella Nur Qayyimah," 2020.
  25. Neno, A. Moniaga, R. Paputungan, and J. S. Kalangi, "Pengaruh Komunikasi Pemasaran Terhadap Minat Beli Produk PT. Indofood CBP Sukses Makmur Bitung," 2017.
  26. L. A. Fadhilah, C. Wulandari, and S. N. Afni, "Nivedana: Jurnal Komunikasi & Bahasa," vol. 7, no. 1, pp. 99–105, 2023.
  27. M. A. Iqbal and E. D. Susanti, "Pengaruh Communication Marketing dan Brand Image pada Viral Marketing Terhadap Minat Beli Pelanggan Brand Erigo Store di Era New Normal," J-MAS, vol. 7, no. 2, p. 1048, Oct. 2022, doi: 10.33087/jmas.v7i2.579.
  28. M. A. F. Abdullah and F. Fathihani, "Analisis Strategic Location dan Marketing Communication Terhadap Minat Beli di Perumahan Azalea Garden Tanggerang," Jurnal Manajemen dan Ilmu Administrasi Publik, vol. 3, no. 4, pp. 284–290, Feb. 2022, doi: 10.24036/jmiap.v3i4.325.
  29. A. Mardian, P. Studi Manajemen, F. Ekonomi dan Bisnis, U. Muhammadiyah Palembang, "Pengaruh Strategi Komunikasi Pemasaran Aisy Drink Melalui Media Sosial Terhadap Minat Beli Konsumen di Kota Bima," 2022. [Online]. Available: http://jurnal.um-palembang.ac.id/motivasi.
  30. A. Aryahyah and Zulfebriges, "Pengaruh Strategi Komunikasi Pemasaran Terpadu Somethinc Terhadap Minat Beli Konsumen," Bandung Conference Series: Communication Management, vol. 3, no. 1, Jan. 2023, doi: 10.29313/bcscm.v3i1.5594.
  31. F. Fauziah, "Pengaruh Marketing Communication Caffe Kenangan di Instagram Terhadap Minat Beli Pengunjung," Journal for Business and Entrepreneurship, vol. 6, no. ISSN: 2501–6682, pp. 1–12, 2022.
  32. U. Fadilah, B. Wahono, and M. Bastomi, "Pengaruh Brand Image, Brand Trust, Dan Marketing Communication Terhadap Minat Beli Produk Herborist Juice for Skin," e-Jurnal Riset Manajemen, vol. 12, no. 2, pp. 524–535, 2023.
  33. D. P. Oskar, R. W. Prinoya, W. Novita, and H. Johan, "E-Commerce, Literasi Keuangan dan Gaya Hidup Terhadap Perilaku Konsumtif Berbelanja Online melalui Platform TikTok," Jurnal Ekobistek, pp. 442–447, Dec. 2022, doi: 10.35134/ekobistek.v11i4.434.
  34. N. Made, R. Safitri, G. A. Imbayani, I. Made, and S. Prayoga, "Pengaruh E-Promotion, E-Commerce, E-Servqual dan Brand Ambassador Terhadap Minat Beli Ulang di Shopee," Journal of Business and Economics, vol. 9, no. 3, pp. 201–215, 2022.
  35. Achadi, M. Surveyandini, and A. Prabawa, "Pengaruh Kualitas Website E-Commerce, Kepercayaan, Persepsi Risiko dan Norma Subyektif terhadap Minat Beli Secara Online di Bukalapak.com," Jurnal Ilmiah Universitas Batanghari Jambi, vol. 21, no. 3, p. 1207, Oct. 2021, doi: 10.33087/jiubj.v21i3.1628.
  36. U. Bakti and M. Septijantini Alie, "Pengaruh Kualitas Pelayanan, Produk dan Harga Terhadap Minat Beli Pada Toko Online Lazada di Bandar Lampung," 2020. [Online]. Available: https://mediakonsumen.com/2018/05/14/sur.
  37. S. Manajemen STIE Surakarta and A. Susanti, "Pengaruh E-Commerce, Sosial Media, Dan Kepercayaan Konsumen Terhadap Minat Beli Pada Aplikasi Belanja Shopee," Jurnal Riset Manajemen Sains Indonesia, vol. 13, no. 2, p. 2022, doi: 10.21009/JRMSI.
  38. Dan and K. Konsumen, "Pengaruh Kualitas Produk, Harga dan Persaingan Terhadap Minat Beli," Jurnal Riset Manajemen dan Bisnis, 2022.
  39. F. Faisal, I. Indra, and R. Romano, "Pengaruh E-Commerce Terhadap Minat Beli Konsumen Pada Produk Sayuran di Kota Banda Aceh," 2021. [Online]. Available: www.jim.unsyiah.ac.id/JFP.
  40. T. Rismaya et al., "Analisis Mengenai Pengaruh Promosi, Kepercayaan, Harga, Dan Kualitas Pelayanan Terhadap Minat Beli Pada E-Commerce," 2023. [Online]. Available: https://id.wikipedia.org/wiki/Shopee.
  41. H. Taan, J. Manajemen, and F. Ekonomi, "Kemudahan Penggunaan dan Harga," Journal Ekonomi Bisnis dan Akuntansi, vol. 8, no. 1, pp. 89–96, 2021.
  42. L. Dimyati, M. Lailidimyati, Y. Astarina, and M. Si, "Pengaruh E-Commerce Terhadap Minat Beli Konsumen Pada Ayu Butik Kota Pagar Alam," Jurnal Ekonomia, vol. 12, no. 1, 2022.
  43. R. Salsyabila, A. R. Pradipta, D. Kusnanto, and F. Ekonomi dan Bisnis, "Pengaruh Promosi Dan Kualitas Pelayanan Terhadap Minat Beli Pada Marketplace Shopee," vol. 13, no. 1, pp. 37–46, 2021.