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All Journal Balance : Jurnal Akuntansi dan Manajemen Jurnal Ilmu Manajemen Dan Pendidikan
Ismaul Janah
Universitas Pancasakti Tegal
Humanities Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Languange, Linguistic, Communication & Media Law, Crime, Criminology & Criminal Justice

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Peran Etika Bisnis terhadap Keputusan Pembelian Ulang di Marketplace Shopee Ismaul Janah; Winata Indriyani; Marissa Amelinda Penika; Budi Setyawan; Catur Wahyudi
Jurnal Ilmu Manajemen dan Pendidikan | E-ISSN : 3062-7788 Vol. 3 No. 1 (2026): April - Juni
Publisher : CV. ITTC INDONESIA

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.62379/jimp.v3i1.2095

Abstract

The development of marketplaces like Shopee has significantly changed people's shopping behavior. However, the rise of unethical business practices, such as misleading promotions, late delivery, and poor customer service, poses a challenge in maintaining consumer loyalty. This study aims to analyze the role of business ethics in repeat purchase decisions on the Shopee marketplace. The research method used a literature review, analyzing various journals, books, and related scientific articles. The results show that business ethics, consisting of honest information, price transparency, transaction security, service fairness, and seller responsibility, have a positive influence on repeat purchase decisions. Consumers are more likely to repeat purchases when they feel treated fairly, safely, and transparently by the seller and the platform. The implications of this research are important for businesses and marketplace managers to improve ethical business practices to build long-term loyalty.
Pengaruh Harga, Cita Rasa dan Citra Merek terhadap Keputusan Pembelian Ulang pada Mie Gacoan Cabang Tegal Ismaul Janah; Putri Ariska; Makmur Sujarwo
Balance : Jurnal Akuntansi dan Manajemen Vol. 5 No. 1 (2026): April 2026
Publisher : Lembaga Riset Ilmiah

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.59086/jam.v5i1.1813

Abstract

Penelitian ini bertujuan menganalisis pengaruh harga, cita rasa, dan citra merek terhadap keputusan pembelian ulang pada konsumen Mie Gacoan Cabang Tegal. Penelitian menggunakan pendekatan kuantitatif dengan melibatkan 60 responden. Hasil penelitian menunjukkan bahwa cita rasa berpengaruh signifikan terhadap keputusan pembelian ulang, sedangkan harga dan citra merek tidak berpengaruh secara parsial. Namun, ketiga variabel secara simultan memberikan kontribusi terhadap keputusan pembelian ulang. Kebaruan penelitian ini terletak pada pengujian ketiga faktor tersebut secara terpadu pada konteks konsumen Mie Gacoan Cabang Tegal, yang menunjukkan bahwa cita rasa lebih dominan dibandingkan harga dan citra merek. Temuan ini berkontribusi dalam memperkaya kajian perilaku konsumen serta menjadi masukan bagi perusahaan untuk memprioritaskan konsistensi cita rasa dalam meningkatkan pembelian ulang.   This study aims to analyze the influence of price, taste, and brand image on repurchase decisions among consumers of Mie Gacoan Tegal Branch. A quantitative approach was employed involving 60 respondents. The results indicate that taste has a significant effect on repurchase decisions, whereas price and brand image do not have significant partial effects. However, the three variables collectively contribute to repurchase decisions. The novelty of this study lies in the integrated examination of these three factors in the context of consumers at Mie Gacoan Tegal Branch, demonstrating that taste plays a more dominant role than price and brand image. These findings contribute to the consumer behavior literature and provide practical insights for the company to prioritize maintaining consistent taste quality in order to encourage repeat purchases.
Co-Authors Budi Setyawan Catur Wahyudi Marissa Amelinda Penika Putri Ariska Sujarwo, Makmur Winata Indriyani