PENGARUH HARGA DAN KEMUDAHAN PENGGUNAAN APLIKASI SHOPEE TERHADAP KEPUTUSAN PEMBELIAN ONLINE

(Studi Kasus Pada Mahasiswa Fakultas Ekonomi Dan Bisnis Institut Bakti Nusantara)

  • Irma Aristia Institut Bakti Nusantara
  • Sugiono Sugiono Institut Bakti Nusantara, Lampung
  • Rinnanik Rinnanik Institut Bakti Nusantara, Lampung
  • Hikmatul Aliyah Institut Bakti Nusantara, Lampung
DOI: https://doi.org/10.24929/feb.v13i1.2500
Keywords: Price, Ease of Use and Purchasing Decisions

Abstract

The number of e-commerce in the digital era makes it easy for someone to make shopping transactions. E-commerce in Indonesia includes tokopedia bukalapak, shopee, lazada and blibli. Among young people, shopee is a very popular e-commerce for shopping transactions. The number of offers provided by the platform provides its own charm. With an attractive offer, this study aims, (1) Testing the effect of price on online purchasing decisions, (2) Testing the effect of ease of use of the shopee application on online purchasing decisions, (3) Testing the effect of price and ease of use of the shopee application on online purchasing decisions. The data collection techniques in this study were questionnaire, interview and documentation techniques. The population is all students of the faculty of economics and business at Bakti Nusantara Institute who have made purchase transactions at least 1 (one) time through the shopee application. The sample was taken with non probability sampling technique. This study uses multiple linear regression analysis, with the regression equation: Y = α + β1X1 + β2X2 + ℇ after the data is analysed, the regression equation is obtained as follows: Y = 4.660 + (-0.049X1 + 0.880X2). The sample in this study were 100 respondents from 468 students. The results of the study showed that the variables of Price and Ease of Use simultaneously had a positive and significant effect on Purchasing Decisions in students of the faculty of economics and business at Bakti Nusantara Institute, in the calculation of Fcount of 53.022 while Ftable is 3.07 and significant 0.000 <0.05. The R2 test results show that R Square 0.522 means that the purchase decision is obtained and explained by the price and ease of use variables.

References

Amini, A. (2022). Pengaruh Kualitas Layanan dan Kemudahan Penggunaan Terhadap Keputusan Pembelian Online (Studi Pada Pengguna Shopee di Desa Kemuning Kabupaten Tangerang). (Doctoral dissertation, UIN Sultan Maulana Hassanudin Banten).
Anwar Sanusi, (2011), Metode Penelitian Bisnis, Salemba Empat, Jakarta
Arikunto, S. (2013). Prosedur Penelitian: Suatu Pendekatan Praktik. Jakarta: Rineka Cipta.
Arikunto, S. (2017). Pengembangan Instrumen Penelitian dan Penilaian Program. Yogyakarta: Pustaka Pelajar.
Cahyono Sugeng Anang, (2018), Pengaruh Media Sosial Terhadap Perubahan Sosial Masyarakat Indonesia. (Bandung:PT Angkasa Pura)
Dailysocial.id. (2018, Juli 4). Lanskap E-commerce di Indonesia dari Perspektif Konsumen. Diakses pada 20 Desember 2022, dari https://dailysocial.id/post/e-ecommerce-di-indonesia-2018
Davis, Gordon B. (2016). Kerangka Dasar: Sistem Informasi Manajemen, Bagian I Pengantar. Seri Manajemen No. 90-A. Cetakan Kedua Belas, Jakarta: PT. Pustaka Binawan Pressindo
Djarwanto Ps dan Pangestu Subagyo. 2003. Statistik Induktif, BPFE
Ersada, E. B. (2021). Analisis Keamanan, Kemudahan, dan Kepercayaan Terhadap Keputusan Pembelian Melalui Aplikasi Belanja Online Shopee Pada Mahasiswa Pancabudi. Kumpulan Karya Ilmiah Mahasiswa Fakultas Sosial Sains, 2(02).
Ghozali, Imam. (2013). Aplikasi Analisis Multivariate dengan Program IBM SPSS 21 Update PLS Regresi. Semarang: Badan Penerbit Universitas Diponegoro.
Ilmiyah, K., & Krishernawan, I. (2020). Pengaruh Ulasan Produk, Kemudahan, Kepercayaan, Dan Harga Terhadap Keputusan Pembelian Pada Marketplace Shopee Di Mojokerto. Maker: Jurnal Manajemen, 6(1), 31-42.
Iprice.co.id. Peta E-commerce Indonesia. Diakses pada 20 Desember 2022, dari https://iprice.co.id/insights/mapofecommerce/
Jogiyanto. (2017). Konsep Dasar Sistem Informasi. Konsep Dasar Sistem Informasi.
Kotler, Amstrong. (2016). Principles of Marketing Sixteenth Edition Global Edition. England. Pearson Education Limited.
Kotler, P dan Amstrong. (2018). Prinsip-prinsip Marketing Edisi Ke Tujuh. Penerbit Salemba Empat. Jakarta.
Kotler, Philip dan Gary Amstrong. (2018). Principles of Marketing. Edisi 15 Global Edition. Pearson.
Kurdi, M., & Firmansyah, I. D. (2020). Strategi Peningkatan Daya Saing UMKM Di Kabupaten Sumenep Melalui E-COMMERCE. Jurnal Sains Sosio Humaniora, 4(2), 569-575.
Kurdi, M., & Firmansyah, I. D. (2020). Utilization of ecommerce in increasing msme competitiveness in sumenep district. International Journal Economic And Business Applied, 1(2), 105-112.
Kurdi, M., Kurniawati, D., Andrianingsih, V., Furqani, A., Alfiyah, N., & Arifin, M. (2021, May). The Government's Role in MSMEs Development Through E-Commerce in Sumenep Regency. In Proceedings of the 1st International Conference on Law, Social Science, Economics, and Education, ICLSSEE 2021, March 6th 2021, Jakarta, Indonesia.
Malau, Harman. (2017). Manajemen Pemasaran. Teori dan Aplikasi Pemasaran Era Tradisional Sampai Era Modernisasi Global. Bandung : Alfabeta.
Priyanto, Dwi. 2011. Analisis Statistik Data.Yogyakarta. Media com
Priyatno, Dwi. 2014. Mandiri Belajar Analisis Data dengan Spss. Yogyakarta: Mediakom.
Rusiadi. (2013). Metode Penelitian, Manajemen Akuntasi dan Ekonomi Pembangunan, Konsep, Kasus dan Aplikasi SPSS, Eviews, Amos, Lisrel. . Medan: USU Press.
Setda.pringsewukab.go.id. (2022, juli 17). STMIK Pringsewu & STIE Lampung Timur Naik Status Menjadi Institut Teknologi & Bisnis Bakti Nusantara. Diakses pada 21 januari 2023, dari https://setda.pringsewukab.go.id/detailpost/stmik-pringsewu-stie-lampung-timur-naik-status-menjadi-institut-teknologi-bisnis-bakti-nusantara
Siboro, S. Y., & Eddy, E. (2022, August). Pengaruh Ulasan Produk, Kemudahan, Keamanan, dan Harga Terhadap Keputusan Pembelian di Shopee. In Proceeding National Conference Business, Management, and Accounting (NCBMA) (Vol. 5, pp. 130-145).
Simamora, Bilson. (2017). Pemasaran Strategik. Edisi 1. Tenggerang Selatan: Universitas Terbuka.
Siregar, Syofian. 2013. Metode Penelitian Kuantitatif. Jakarta: PT Fajar Interpratama Mandiri.
Sugiyono (2019). Metode Penelitian Kuantitatif, Kualitatif, dan R&D. Bandung : Alphabet
Sugiyono. (2014). Metode Penelitian Pendidikan Pendekatan Kuantitatif, Kualitatif, dan R&D. Bandung: Alfabeta.
Sugiyono. (2016). Metode Penelitian Kuantitatif, Kualitatif dan R&D. Bandung: PT Alfabet.
Sugiyono. (2018). Metode Penelitian Kuantitatif, Kualitatif, dan R&D, penerbit Alfabeta,Bandung
Sujarweni, V. Wiratna. 2015. Metodologi Penelitian Bisnis Dan Ekonomi, 33. Yogyakarta: Pustaka Baru Press.
Tjiptono. (2019). Strategi Pemasaran Prinsip & Penerapan. Edisi 1. Yogyakarta. Andy
Venkatesh, V. (2016). Determinants of Perceived Ease of Use: Integrating Control, Intrinsic Motivation, and Emotion into the Technology Acceptance Model. Information Systems Research, vol. 11, no. 4, pp. 342–365
Published
2023-03-31
Issue
Vol 13 No 1: Performance: Jurnal Bisnis & Akuntansi
Section
Articles

Performance: Jurnal Bisnis & Akuntansi allows readers to read, download, copy, distribute, print, search, or link to the full texts of its articles and allow readers to use them for any other lawful purpose. The journal allows the author(s) to hold the copyright without restrictions. Finally, the journal allows the author(s) to retain publishing rights without restrictions.

In most cases, appropriate attribution can be provided by simply citing the original article, for example:

Sakdiyah, H. (2017). ANALISIS PENERAPAN ENVIROMENTAL MANAGEMENT ACCOUNTING (EMA) PADA RSUD DR.H.SLAMET MARTODJIRJO PAMEKASAN. PERFORMANCE: Jurnal Bisnis & Akuntansi, 7(1), 1-18. doi:https://doi.org/10.24929/feb.v7i1.343

 

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


 

Abstract viewed = 749 times
PDF downloaded = 573 times