Article Per Year (5 Year)
p-Index From 2021 - 2026
2.768
P-Index
This Author published in this journals
All Journal Ekono Insentif YUME : Journal of Management Jurnal Akuntansi Kompetif Jurnal Ekonomi Manajemen BENING Abdimas Galuh: Jurnal Pengabdian Kepada Masyarakat BERDAYA: Jurnal Pendidikan dan Pengabdian Kepada Masyarakat Community Development Journal: Jurnal Pengabdian Masyarakat Bisnis Net : Jurnal Ekonomi dan Bisnis Indonesian Research Journal on Education Innovative: Journal Of Social Science Research PROCURATIO: Jurnal Manajemen dan Bisnis
Wonua, Almansyah Rundu
Unknown Affiliation
Religion Agriculture, Biological Sciences & Forestry Arts Humanities Chemistry Computer Science & IT Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Energy Environmental Science Health Professions Languange, Linguistic, Communication & Media Law, Crime, Criminology & Criminal Justice Library & Information Science Materials Science & Nanotechnology Mathematics Nursing Physics Public Health Social Sciences Other

Published : 20 Documents Claim Missing Document
Claim Missing Document
Check
Articles

Found 1 Documents
Search
Journal : YUME : Journal of Management

 1 
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 Andry Stepahnie Titing Anggraini, Yuyun Ashari S, Ayu Bagea, Arfin Basrawi Basrawi Bay, Agus Zul Bobi, Bobi Diman, Diman Diman Faisal Herisetiawan Jafar Ferdiansyah, Andri Fitri Kumalasari, Fitri Hanif Kurniadi Hasan, Hasmita Hery Widijanto Irsan Rahman, Irsan Ismail Ismail Ismanto Ismanto Ismanto, Ismanto Ismanto Jusafri Khaerunnisa Ibnu Hajar Lazialita, Risky Adisha Lestari, Sri Ayu Maimuna, Yuni Mardiana Mardiana Mayasari, Riezka Eka Muhamad Stiadi Nasaruddin, Nasaruddin Nasaruddin Nekstriani, Nekstriani Niar Astaginy Nur Hidayani Alimuddin Nurfadillah Nurfadillah Phradiansah ., Phradiansah Putri, Fitrah Amalia Ruslan Ruslan Sakti, La Ode Awal sari, Patma Sudarnice, Sudarnice Sufiani Sufiani, Sufiani Suryani Suryani Sutrino, Anas Sutrino Suwarto Suwarto Syahrir, Sasmita Nabila Syamsul Rijal Tanjung, Akbar Titing, Andri Stepahnie Yasmin Yasmin Yuliastuti, Mila