Model Perilaku Pembelian Online Melalui Market Place Bukalapak Dilihat Dari Perspektif Persepsi Harga, Kualitas Pelayanan Dan Komunikasi Pemasaran
DOI:
https://doi.org/10.22441/jimb.v5i2.6835Kata Kunci:
e-commerce, persepsi harga, kualitas pelayanan, komunikasi pemasaran, keputusan pembelian online.Abstrak
Penelitian ini bertujuan untuk membahas pengaruh keputusan pembelian secara online di marketplace. Objek penelitian adalah penjual yang mempunyai reputasi baik dan transaksi siginifikan dalam berjualan di e-commerce Bukalapak. Variabel independen yang didapatkan dari hasil survei pendahuluan kepada pembeli adalah persepsi harga, kualitas pelayanan, dan komunikasi pemasaran. Penelitian ini menggunakan teknik analisis data SEM dan pengolahan data menggunakan PLS.Populasinya adalah pelanggan e-commerce bukalapak yang berbelanja di toko Farqi Cellular, dengan sampel sekitar 162 responden. Hasil pengujian data dengan menggunakan software SmartPLS 3.0 didapatkan didapatkan persepsi harga mempunyai hubungan positif dan berpengaruh tidak signifikan,kualitas pelayanan dan komunikasi pemasaran mempunyai hubungan positif dan berpengaruh signifikan terhadap keputusan pembelian online. Dengan nilai R-square (R2) = 0.757 menunjukan bahwa kemampuan variabel independen (persepsi harga, kualitas pelayanan, komunikasi pemasaran) dalam menerangkan varians variabel dependen (keputusan pembelian online) sebesar 75,7%. Sedangkan 24.3% sisanya dijelaskan oleh faktor lain di luar model.Unduhan
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