The Influence Of Price Perception And Electronic Word Of Mouth On Consumer Purchase Decision Through E-Commerce In Malang City (Study At Shopeefood Services In Shopee E-Commerce)

Irawan, Cholista Ferry and Mr. Rachman Hartono,, SP., MP. as and Mrs. Dr. Silvana Maulidah,, SP., MP. as (2022) The Influence Of Price Perception And Electronic Word Of Mouth On Consumer Purchase Decision Through E-Commerce In Malang City (Study At Shopeefood Services In Shopee E-Commerce). Magister thesis, Universitas Brawijaya.

Abstract

Perkembangan teknologi di era globalisasi telah memberikan kemudahan perubahan bagi masyarakat baik dalam aspek sosial, ekonomi dan budaya. Masif ini perkembangan teknologi telah menciptakan pekerjaan dan bisnis baru yang belum pernah terjadi sebelumnya peluang. Salah satu potensi bisnis yang diciptakan oleh pembangunan besar-besaran teknologi informasi adalah munculnya peluang bisnis melalui e- perdagangan. Penelitian ini berfokus pada layanan Shopeefood yang merupakan layanan pesan antar makanan layanan yang dimiliki oleh e-commerce B2C yaitu Shopee. Tujuan dari penelitian ini adalah untuk mengetahui pengaruh persepsi harga dan Electronic Word of Mouth terhadap keputusan pembelian konsumen. Penelitian ini menggunakan pendekatan kuantitatif dengan teknik pengumpulan data melalui kuesioner yang diberikan secara online. Data dalam penelitian ini dianalisis dengan menggunakan Structural Equation Modeling – Alat analisis Partial Least Square (SEM-PLS) dengan aplikasi WarpPLS 7.0. Penelitian ini dilakukan di Kota Malang dari April s/d Mei 2022. Penelitian ini menggunakan tiga variabel yaitu persepsi harga (X1) dan Electronic Word of Mouth (X2) sebagai variabel eksogen dan keputusan pembelian (Y1) sebagai variabel endogen.

English Abstract

Technological developments in the era of globalization have provided changes for society both in social, economic and cultural aspects. This massive technological development has created unprecedented new job and business opportunities. One of the business potentials created by the massive development of information technology is the emergence of a business opportunity through e- commerce. This study focuses on the Shopeefood service, which is a food delivery service owned by B2C e-commerce, namely Shopee. The purpose of this study was to determine the influence of price perception and Electronic Word of Mouth on consumer purchase decision. This study uses a quantitative approach with data collection techniques through questionnaires given online. The data in this study were analyzed using the Structural Equation Modeling – Partial Least Square (SEM-PLS) analysis tool with the WarpPLS 7.0 application. This research was conducted in Malang City from April to May 2022. This study used three variables, namely price perception (X1) and Electronic Word of Mouth (X2) as exogenous variables and purchase decision (Y1) as endogenous variables. The results of the SEM-PLS analysis showed that the model did not have collinearity with an AFVIF value of 1.435. In this study it can be concluded that price perception and e-WOM have a significant influence on purchase decision. The price perception variable has a strong significant influence on purchase decision with a path coefficient value of 53% and a P-Value of <0.01. The e-WOM variable has a significant influence on purchase decision with a path coefficient value of 17% and a P-Value of 0.03. The R-Square value of this study is 38.3% which is classified as the middle category. This shows that the purchase decision variables are influenced by price perception variables and e-WOM 38.3% and other factors outside of this study by 61.7%.

Item Type:	Thesis (Magister)
Identification Number:	0422040016
Subjects:	600 Technology (Applied sciences) > 630 Agriculture and related technologies
Divisions:	S2/S3 > Magister Ekonomi Pertanian, Fakultas Pertanian
Depositing User:	Nur Cholis
Date Deposited:	16 Nov 2022 03:22
Last Modified:	16 Nov 2022 03:22
URI:	http://repository.ub.ac.id/id/eprint/196351

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