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Journal : YUME : Journal of Management

The Influence of Price, Free Shipping, and Ease of Use on Purchase Decisions in the Tokopedia Marketplace (A Study on Tokopedia Marketplace Users in Bombana Regency) lestari, Sri ayu; Wonua, Almansyah Rundu; Titing, Andry Stepahnie
YUME : Journal of Management Vol 8, No 2 (2025)
Publisher : Pascasarjana STIE Amkop Makassar

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.37531/yum.v8i2.8350

Abstract

This study examines the influence of price perception, free shipping promotions, and ease of use on consumer purchasing decisions in the Tokopedia marketplace, particularly among users in Bombana Regency, Indonesia. Utilizing a quantitative research approach with Structural Equation Modeling (SEM) based on Partial Least Squares (PLS), data were collected from 130 respondents through structured questionnaires. The findings reveal that price perception has the strongest influence on purchasing decisions (β = 0.514, p = 0.000), confirming that cost considerations remain the primary determinant in online consumer behavior. Free shipping promotions also exhibit a significant but weaker impact (β = 0.182, p = 0.002), suggesting that while promotional incentives reduce perceived transaction costs, their effectiveness depends on overall pricing strategies. Ease of use further contributes to purchase decisions (β = 0.258, p = 0.008), indicating that user-friendly platform features enhance consumer engagement but may not outweigh financial incentives. These findings underscore the importance of a holistic approach to e-commerce marketing, where pricing optimization, promotional strategies, and platform usability must be integrated to maximize consumer retention. Future research should explore additional behavioral and psychological factors, such as brand trust, customer service quality, and digital engagement patterns, to provide deeper insights into online consumer behavior. Keywords: Price Perception, Free Shipping Promotion, Ease Of Use, Purchase Decision, E-Commerce, Digital Marketplace  
Co-Authors Aji, Sekar Nirwana Ros Sinta Al Haq, Abdul Aziz Alfayed, Erico AMBARWATI, SEPTIANA Andry Stepahnie Titing Arafah, Muh Arif Ansori, Arif Arisa, Arisa Arvyaty, Arvyaty Azzahra, Raisya Putri Syafna Betti Nuraini Darojat, Arik Dewi Khurun Aini Fadila, Sovie Fatimatul Khikmiyah Fauziyah, Nur Haerunnisa Haerunnisa, Haerunnisa Herlina, Besse Herman, Syafira Awalia Heryadi, Yadi Husnina, Najla Nurul Husnina, Najla Nurul , Idayanti, Rini Intan, Melani Nur Irwani Zawawi Jumiati Jumiati Laila Sari Masyhur Marsyantrinisa, Yossy Marsyatrinisa, Yossy Masfia, Irma Muh Nasrullah, Muh Muhammad Rusdi Mustaking, Mustaking Mutia Mawardah Ningsih, Nurwidia Novelina, Riani Rahma Nurhajawarsi Nurhasnina, Sitti Palupi, Murraya Putri Qomariyah, U’um Rahayu, Putri Rajasa, Mikail Baskara Ramadhan , Mulky Ismail Ramadhan, Muhammad Rizki Ramadhan, Mulky Ismail Ramayana, Riska Rambe, Multisari Risma Risma, Risma Rufaeda, Jazala Jihan Salawali, Rismul Trianto Salsabila, Siti Naida Aulia Sari, Minarti Clodya Sartina, Sartina Sasmita, Tegar Permata Selvia, Fitriana Septiani, Azisah Sinta Aji, Sekar Nirwana Ros Sir, Panessai Sitti Aminah Situngkir, Tiar Lina Sri Atiah, Elis Sumarni Sumarni Sumartini Sumartini Suryadi, Muhammad Abrar Syamsiah, Syamsiah Syamsiar, Syamsiar Syamsudhuha Saleh Syarif, Alwiyah Nur Triani, Ani USBAH, ALIKA MAEZALATI Wijaya, Dian Rezki Wijaya, Sandika Naufal Fawaz Wijaya, Sandika Naufal Fawwaz Winjaya Laksana, Andri Wonua, Almansyah Rundu Yusriadi Yusriadi Yusuf, Harlin Zhahiirah, Andi Nur Shabaa Zulfa Fahmy