Keputusan pembelian e-commerce selama pandemi: persepsi kegunaan, persepsi kemudahan penggunaan, harga, dan sikap konsumen
Abstract
Dalam bisnis, banyak hal yang dapat mempengaruhi pembelian suatu produk, baik yang disebabkan oleh faktor internal perusahaan seperti manajemen strategi pemasaran perusahaan maupun dari lingkungan eksternal perusahaan seperti peraturan pemerintah, apalagi saat ini sedang terjadi wabah penyakit. Covid-19 yang berdampak langsung pada semua aspek perekonomian. Teknologi dan informasi di era sekarang ini tidak dapat dipungkiri memiliki pengaruh yang cukup besar terhadap perilaku konsumen. Penelitian ini bertujuan untuk menguji faktor-faktor yang mempengaruhi keputusan pembelian e-commerce Tokopedia. Data yang digunakan dalam penelitian ini adalah data primer yang berasal dari kuisioner yang disebarkan kepada masyarakat yang pernah melakukan pembelian di kota Denpasar. Teknik analisis yang digunakan dalam penelitian ini adalah analisis model persamaan struktural. Hasil dari penelitian ini adalah variabel persepsi kemudahan penggunaan, dan manfaat yang dirasakan berpengaruh signifikan terhadap variabel harga, variabel kemudahan penggunaan yang dirasakan tidak berpengaruh signifikan terhadap variabel sikap, variabel manfaat yang dirasakan dan harga berpengaruh signifikan terhadap variabel sikap, variabel persepsi manfaat dan harga berpengaruh signifikan terhadap variabel sikap. variabel kemudahan penggunaan, persepsi kegunaan, dan harga berpengaruh signifikan terhadap variabel keputusan pembelian, variabel sikap konsumen tidak berpengaruh signifikan terhadap variabel keputusan pembelian.
Keywords
Full Text:
PDF (Bahasa Indonesia)References
Afsar, A., Nasiri, Z., & Zadeh, M. O. (2013). E-loyalty model in e-commerce. Mediterranean Journal of Social Sciences, 4(9), 547–553. https://doi.org/10.5901/mjss.2013.v4n9p547
Aldhmour, F., & Sarayrah, I. (2016). An investigation of factors influencing consumers’ intention to use online shopping: An empirical study in south of Jordan. Journal of Internet Banking and Commerce, 21(2).
Alshare, F., Aljawarneh, N. M., Alomari, K. A. K., Alomari, Z. S., Albdareen, R., Alwagfi, A. A., & Alradaideh, A. T. (2020). Factors influencing cellular device purchase decisions in Jordan. Management Science Letters, 10(11), 2501–2506. https://doi.org/10.5267/j.msl.2020.3.045
Anggita, R., & Ali, H. (2017). The results reveal three-way interaction effects of multiple cues in consumers’ decision processes and indicate that negative reviews have a dominating effect on hotel booking intention, and the level of cue diagnosticity from high to low is: online revie. Scholars Bulletin (A Multidisciplinary Journal), 3(6), 261–272. https://doi.org/10.21276/sb
Badgaiyan, A. J., & Verma, A. (2015). Does urge to buy impulsively differ from impulsive buying behaviour? Assessing the impact of situational factors. Journal of Retailing and Consumer Services, 22, 145–157. https://doi.org/10.1016/j.jretconser.2014.10.002
Gunawan, F., Ali, M. M., & Nugroho, A. (2019). Analysis of the Effects of Perceived Ease of Use and Perceived Usefulness on Consumer Attitude and Their Impacts on Purchase Decision on PT Tokopedia In Jabodetabek. European Journal of Business and Management Research, 4(5), 1–6. https://doi.org/10.24018/ejbmr.2019.4.5.100
Iriani, S. S., & Andjarwati, A. L. (2020). Analysis of perceived usefulness, perceived ease of use, and perceived risk toward online shopping in the era of Covid-19 pandemic. Systematic Reviews in Pharmacy, 11(12), 313–320. https://doi.org/10.31838/srp.2020.12.50
Koththagoda, K. C., & Herath, H. M. R. P. (2018). Factors influencing online purchasing intention: The mediation role of consumer attitude. Journal of Marketing and Consumer Research, 42(2003), 66–74. www.iiste.org
McLeod, R. (2008). Management Information Systems. Salemba Empat.
Mukaromah, A. L., Kusuma, I. G. N. A. E. T., & Anggraini, N. P. N. (2019). The Effect of Green Marketing, Brand Awareness and Price Perception on Purchase Decision. International Journal of Applied Business and International Management, 4(3), 75–83. https://doi.org/10.32535/ijabim.v4i3.685
Nusran, M., Basri, M., Lamatinulu, & Paris, A. Y. (2018). Analysis of Marketing Mix on the Decision of the Purchasing of Toyota Kijang Innova Car Using Method of Structural Equation Modeling (SEM). IOP Conference Series: Earth and Environmental Science, 175(1). https://doi.org/10.1088/1755-1315/175/1/012016
Putra, D., Yasri, Y., & Masdupi, E. (2019). The Effect of Marketing Mix to Increase the Satisfaction of Magister Magement Students in Universitas Negeri Padang. 64, 979–984. https://doi.org/10.2991/piceeba2-18.2019.90
Rachmawati, D., Shukri, S., Ferdous Azam, S. M., & Khatibi, A. (2019). Factors influencing customers’ purchase decision of residential property in selangor, malaysia. Management Science Letters, 9(9), 1341–1348. https://doi.org/10.5267/j.msl.2019.5.016
Rahmaningtyas, A., Hartono, S., & Suryantini, A. (2017). Factors Affecting Online Purchasing Of Local Food. Agro Ekonomi, 28(2), 189. https://doi.org/10.22146/jae.26129
Saktiana, N., & Miftahuddin, M. A. (2021). Pengaruh Sikap Konsumen, Persepsi Harga Dan Persepsi Risiko Terhadap Keputusan Pembelian Kosmetik Berlabel Halal (Studi pada Konsumen Pengguna …. Master: Jurnal Manajemen …, 1, 45–62.
Schiffman, L. G., & Kanuk, L. L. (2010). Consumer Behavior (10th ed.). Prentice Hall.
Shabrin, N., Khandaker, S., Bin, S., Kashem, A., Hie, C. K., & Susila, T. (2017). Factors Affecting Smartphone Purchase Decisions of Generation-Y. The Journal of Contemporary Issues in Business and Government, 23(1), 47–65.
Sheth, J. (2020). Impact of Covid-19 on consumer behavior: Will the old habits return or die? Journal of Business Research, 117, 280–283. www.elsevier.com/locate/jbusres Impact
Suki, N. M., & Suki, N. M. (2011). Exploring the relationship between perceived usefulness, perceived ease of use, perceived enjoyment, attitude and subscribers’ intention towards using 3G mobile services. Journal of Information Technology Management, XXII(1), 1–7. http://jitm.ubalt.edu/XXII-1/article1.pdf
Sukwadi, R., Wee, H. M., & Yang, C. C. (2013). Supply Chain Performance Based on the Lean-Agile Operations and Supplier-Firm Partnership: An Empirical Study on the Garment Industry in Indonesia. Journal of Small Business Management, 51(2), 297–311. https://doi.org/10.1111/jsbm.12016
Suleman, D., Zuniarti, I., & Sabil. (2013). Consumer Decisions toward Fashion Product Shopping in Indonesia: The effects of Attitude, Perception of Ease of Use, Usefulness, and Trust. Management Dynamics in the Knowledge Economy, 7(2), 133–146. https://doi.org/10.25019/mdke/7.2.01
Suwasono, E. (2020). Consumer Behavior in Purchasing Products Online at the Tokopedia Marketplace. International Conference of Interdisciplinary Sciences, 95–101.
Taber, K. S. (2018). The Use of Cronbach’s Alpha When Developing and Reporting Research Instruments in Science Education. Research in Science Education, 48(6), 1273–1296. https://doi.org/10.1007/s11165-016-9602-2
Yi-Hsuan Lai, Huang, H.-C., Lu, R.-S., & Chang, C.-M. (2013). The Effects of Website Trust, Perceived Ease of Use, and Perceived Usefulness on Consumers’ Online Booking Intention: Evidence from Taiwan B&B Sector Yi-Hsuan. 10(2), 1516–1523.
Zuelseptia, S., Rahmiati, R., & Engriani, Y. (2018). The Influence of Perceived Risk and Perceived Ease of Use on Consumerrs Attitude and Online Purchase Intention. 57(Piceeba), 384–390. https://doi.org/10.2991/piceeba-18.2018.70
DOI: https://doi.org/10.30872/jmmn.v14i1.10993
Refbacks
- There are currently no refbacks.
Copyright (c) 2022 I Gusti Ngurah Satria Wijaya, Ni Wayan Cahya Ayu Pratami, I Gede Dharmadi Yasa
Editorial Address
Jurnal Manajemen
Faculty of Economics and Business, Mulawarman University
Jl. Tanah Grogot No.1 Samarinda Kalimantan Timur 75119
Email: jmmn.feb.unmul@gmail.com
Statcounter: Jurnal Manajemen