The Influence of Service Quality, Promotion, and Secure Transaction Towards Purchase Decision (Study Case on Tokopedia.com)
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Aug 10, 2021
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Abstract
In the current digital era, shopping through the e-commerce will be more convenient and efficient. Many online shops appear in social media where the security is not guaranteed. This study aims to see how much is the influence of quality service, promotion and secure transaction towards purchase decision at Tokopedia. The numbers of visitors that have been decreasing throughout 2020 was the main reason to have this research, where one of its competitors finally defeated Tokopedia. The research model is a modification and a novelty of previous research, which in previous studies only used variables of service quality, promotion and purchase decision. The addition or novelty of this reaserch is to add a secure transaction variable as the dependent variable. This research is an explanatory research with non-probability sampling that uses a snowball system to distribute the questionnaire. This research was conducted towards specific respondents, which is a graduate college student in the Jabodetabek area. Promotion and secure transaction are proven to have a positive and significant influence on purchase decision at Tokopedia. The variable of service quality, it is not proven to have an influence on purchase decision at Tokopedia, especially among postgraduate students in the Jabodetabek area.
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How to Cite
Purwaningrum, M. R., & Pasaribu, L. H. (2021). The Influence of Service Quality, Promotion, and Secure Transaction Towards Purchase Decision (Study Case on Tokopedia.com) . Enrichment : Journal of Management, 12(1), 190-196. https://doi.org/10.35335/enrichment.v12i1.189
References
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[2] Aldo Fenalosa, I. L. (2019). Highlight Belanja Online Indonesia. iPrice Group.
[3] Anggriawan, M. O., Tarigan, R. P., & Yuriki. (2021). Pengaruh Dari Celebrity Endorsement Terhadap Intention To Purchasing Online Yang Dimediasi Oleh Attitude Towards Advertising Serta Attitude Towards Online Store Image Dengan Pemoderasi Hedonic Motivation (Studi Kasus Pada Tokopedia Dengan Endorser BTS)
[4] Aristo, S. F. (2016). Pengaruh Produk, Harga, Dan Promosi Terhadap Keputusan Pembelian Konsumen Woles Chips. Performa: Jurnal Manajemen dan Start-Up Bisnis.
[5] Darmawan, W. I., & Rodhiyah. (2016). Pengaruh Kualitas Layanan Dan Promosi Terhadap Keputusan Pembelian Pada E-Commerce Tokopedia Di Kota Semarang.
[6] Fahrevi, S. R., & Satrio, B. (2018). Pengaruh Harga, Promosi, Dan Kualitas Pelayanan Terhadap Keputusan Pembelian Online Di Shopee.Co.Id. Jurnal Ilmu dan Riset Manajemen Volume 7, Nomor 3, Maret 2018.
[7] Firdausy, C. M., & Idawati, R. (2017). Effects of Service Quality, Price and Promotion on Customers’ Purchase Decision of Traveloka Online Airline Tickets in Jakarta, Indonesia. International Journal of Management Science and Business Administration, Volume 3, Issue 2, January 2017. DOI: 10.18775/ijmsba.
[8] Hair, J. F., Black, W. C., Babin, B. J., & Anderson, R. E. (2019). Multivariate Data Analysis. Pearson.
[9] Hair, J. F., Hult, G. T., Ringle, C. M., & Sarstedt, M. (2013). A Primer on Partial Least Squares Structural Equation Modeling (PLS-SEM). Los Angeles: SAGE Publications, Inc.
[10] Hair, J. F., Hult, G. T., Ringle, C. M., & Sarstedt, M. (2017). A Primer on Partial Least Squares Structural Equation Modeling (PLS-SEM). Los Angeles: SAGE Publications, Inc.
[11] Hair, J. F., Risher, J. J., Sarstedt, M., & Ringle, C. M. (2019). When to use and how to report the results of PLS-SEM. European Business Review. Vol. 31 No. 1, pp. 2-24. https://doi.org/10.1108/EBR-11-2018-0203.
[12] Harjono. (2019). E-comemerce. Jakarta: PT Gramedia Pustaka Utama.
[13] iPrice.(n.d.). iPrice. Retrieved from Peta E Commerce Indonesia: https://iprice.co.id/insights/mapofecommerce/
[14] Jayani, D. H. (2019, Oktober 22). Databoks. Retrieved from 10 E-Commerce dengan Pengunjung Terbesar Kuartal III-2019: https://databoks.katadata.co.id/datapublish/2019/10/22/inilah-10-e-commerce-dengan-pengunjung-terbesar
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[16] Kotler, P. (2000). Manajemen Pemasaran. Jakarta: Prehalindo.
[17] Kotler, P., & Amstrong, G. (2014). Principles of Marketin, 12th Edition. Jakarta: Erlangga.
[18] Kotler, P., & Amstrong, G. (2014). Principles of Marketing, 12th Edition. Jakarta: Erlangga.
[19] Kotler, P., & Keller, K. L. (2009). Manajemen Pemasaran. Jakarta: PT Index.
[20] Kotler, P., & Keller, K. L. (2016). Marketing Management 15th Edition. Pearson.
[21] Lupioyadi, R. (2016). Manajemen Pemasaran Jasa Berbasis Kompetensi. Jakarta: Salemba Empat.
[22] Mufarrohah, L., Hufron, M., & Rahman, F. (2020). Pengaruh Kepercayaan, Keamanan dan Kualitas pelayanan terhadap keputusan pembelian online (Study Pada Pengguna Situs lazadaMahasiswa Kos di Kecamatan Lowokwaru Kelurahan Merjosari). e – Jurnal Riset Manajemen.
[23] Muliani, & Wardhani, F. I. (2020). Pengaruh Promosi Di Instagram Dan Kualitas Pelayanan Terhadap Keputusan Pembelian Nasi Penggoda Secara Online Melalui Ojek Online (Ojol) Pada Masa Karantina Covid-19 Di Kota Pontianak. Integra Volume 10 No. 2, Juni 2020.
[24] Purwati, V. D., & Hidayati, L. L. (2018). The Effect Of Relationship Marketing, Security Of Transactions, Trust And Service Quality On Online Purchase Decisions (Empirical Study at Muhammadiyah University Magelang). Prosiding Business and Economics Conference In Utilizing of Modern Technology, 1-14.
[25] Rahayu, H., Sismanto, A., & Arianto, T. (2020). The Effect Of Prices, Product Reviews, Ease Of Use, And Security Of Transactions On Purchasing Decisions Online In Shopee. Bima Journal: Bussines Managemet and Accounting.
[26] Samosir, C. B., & Prayoga, A. B. (2015). Jurnal Pengaruh Persepsi Harga Dan Promosi Terhadap Keputusan Pembelian Konsumen Produk Enervon-C. Jurnal Ilmiah Manajemen dan Bisnis Volume 1, Nomor 3, November 2015.
[27] Sekaran, U. (2003). Research Methods For Business A Skill-Building Approach. John Wiley & Sons, Inc.
[28] Setyowati, D. (2020, September). ‘Senjata’ Shopee Geser Posisi Tokopedia saat Pandemi Corona. Retrieved from Katadata: https://katadata.co.id/desysetyowati/digital/5f63494f10287/senjata-shopee-geser-posisi-tokopedia-saat-pandemi-corona
[29] Simmamora, B. (2004). Riset Pemasaran. Gramedia Utama.
[30] Statista. (2020). Retrieved from Indonesia Top 10 E-commerce Sites: https://www.statista.com/statistics/869700/indonesia-top-10-e-commerce-sites/
[31] Strauss, J., & Raymond, F. (2001). E-Marketing 2nd Edition. New Jersey: Prentice Hall.
[32] Sudjatmika, F. V. (2017). Pengaruh Harga, Ulasan Produk, Kemudahan, Dan Keamanan Terhadap Keputusan Pembelian Secara Online Di Tokopedia.Com. Agora Vol. 5, No. 1.
[33] Sugiyono. (2019). Metode Penelitian Kuantitatif. Bandung: Alfabeta.
[34] Swastha, B. (2020). Manajemen Pemasaran Modern Edisi Kedelapan. Yogyakarta: Liberty.
[35] Talenta, A. M., Mardinsyah, A., & Raharjo, R. H. (2020). Anteseden Dari Customer Trust, Satisfaction Dan Flow Experience Serta Dampaknya Pada Customer Loyalty Music Streaming (Studi Kasus Layanan Langit Musik).
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