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Journal : Jurnal Ekonomi, Manajemen, Akuntansi

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The Role of Psychological Pricing and Perceived Value in Driving Purchase Decisions: Managerial and Digital Entrepreneurship Perspectives Utami, Budi; Hidayat, Syamsul; Setyariningsih, Eny
EKOMA : Jurnal Ekonomi, Manajemen, Akuntansi Vol. 4 No. 5: Juli 2025
Publisher : CV. Ulil Albab Corp

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.56799/ekoma.v4i5.10637

Abstract

This study aims to analyze the role of psychological pricing strategies and perceived value in influencing consumer purchasing decisions, with an emphasis on managerial and digital entrepreneurship perspectives. The main focus of this research is Generation Z consumers in East Java who actively make transactions on TikTok Shop, as one of the rapidly growing social commerce platforms. A quantitative approach was used with a probability sampling method on 227 respondents. The results of the study show that low price strategies and flash sales, which are designed based on a psychological approach, significantly influence consumer value perceptions and have a direct impact on purchasing decisions. Perceived value acts as an important mediator that strengthens the influence of both strategies on purchase intentions. In the context of digital entrepreneurship, these findings are relevant because they show how business actors can utilize pricing mechanisms based on consumer psychology to increase sales conversions, loyalty, and shopping experiences. The practical implications of this study indicate that digital MSMEs must integrate pricing strategies with an understanding of digital consumer behavior in order to be able to compete in a competitive and dynamic social platform-based e-commerce ecosystem.
Co-Authors Adhi, Bilal Wahyu Adimudra, Dyah Ayu Saraswati Agus Wagyana Agustin, Sri Kurniasih Ahmad Fahrudin Ainun Mardiah Ainuzzahroh, Naila Zulfa Ambar Sulistyo Wardhani Anisah Anisah Ashadi Ashadi Ashadi Asri Nugraheni, Febriani Sarwendah Astari, Mardhiyah Ayu Astuti, Enny Diah Ayu Candraningrum, Diah B, Rinda Indriana Bakti Mulyani Baso Intang Sappaile, Baso Intang Bayu Antrakusuma, Bayu Bramastia Bramastia, Bramastia Budiharto Budiharto Candraningrum, Diah Ayu Christera Kuswahyu Indira Dandun Widhiantoro Dina Destari Djunaidi, Ahmad Eny Setyaningsih, Eny Fathurahman, Mohamad Fitria Meisarah Fitriah, Siti Nafi’atul Gafar Yoedtadi, Muhammad Gunawan, Kadek Dwi Hendratama Gunawan, Kadek Dwi Hendratma Haryono *, Haryono Hening Purnamawati Hernama, R. Hidayat, M. Syamsul Ibrahim, Mozart Malik Ika Yuniwati, Ika Iman Murtono Soenhadji Imron, Erlambang Muhammad Irfan Ardiansyah Isma Aziz Fakhrudin Katrin Katrin Khasanah, Annisa Nur Khoirunnisa, Sindy Krisna Rendi Awalludin Kus Sri Martini Lies Handrijaningsih Lina Mahardiani Martani Martani Mia Aina Mohammad Masykuri Muhammad Nur Hudha Muhammad, Nagib Mujiyani Mujiyani, Mujiyani Mulatsih Mulatsih Murni Ramli Nove, Albertus Hengka Novita Wulandari Nurma Yunita Indriyanti Nursalsabila, Zamzami Nurul, Lutvia Nuryandari Patria Sukmawati Pattiruhu, Fransisca Jallie Pattiruhu, Hellen Perdana, Endika Permatasari, Eva Prasadityo, Bayu Rizki Prasetyo, Opik Rachman, Hening Triandika Rachman, Reza Saeful Rahayuningtyas, Annisa Cahya Retno Hapsari, Zita Ridhani, Jovita Riezky Maya Probosari Rini, Endah Febri Setiya Rosadi, Santi Dwi Rosyada, Ahyana S. Tiwi Anggraeni S.Pd. M Kes I Ketut Sudiana . Salsabila, Tiara Hasna Sari, Meida Wulan Sariyati, Sariyati Savitri Setyo Utami, Lusia Sembiring, Tamaulina Br. Septi Mariani, Septi Setiana, Hatib Setyanto, Yugih Setyariningsih, Eny Silvita, Silvita Sri Hermawati Sri Murtiasih Sri Sapto Darmawati Sri Yamtinah Suarti, Suarti Subroto, Desty Endrawati Suciati Suciati Suciati Suciati*, Suciati Suhendra, Susi Sulistyo Saputro Supurwoko Sutarjo, Puji SYAMSUL HIDAYAT Tamaulina Br Sembiring Tanghal, Analiza B. Utami Wijayanti Utomo, Ely Sapto Violin, Vivid Waliulu, Yuniar Sakinah Wardani, Putri Kusuma Wariunsora, Marlen Widayatmoko, Widayatmoko Yuli Rohmiyati zulhelman