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All Journal EQIEN - JURNAL EKONOMI DAN BISNIS
Ulfa Fionita Sakka
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Decision Sciences, Operations Research & Management

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PENGARUH PROMOSI DAN HARGA TERHADAP KEPUTUSAN PEMBELIAN PADA MARKETPLACE TOKOPEDIA DENGAN KEPERCAYAAN SEBAGAI VARIABEL MEDIASI Ulfa Fionita Sakka; Beni Suhendra Winarso
Eqien - Jurnal Ekonomi dan Bisnis Vol 11 No 02 (2022): EQIEN- JURNAL EKONOMI DAN BISNIS
Publisher : Sekolah Tinggi Ilmu Ekonomi Dr Kh Ez Mutaqien

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.34308/eqien.v11i02.937

Abstract

Responding to the uncertain economic conditions caused by the pandemic, MSMEs remain a solution to improve the economy by using a different marketing system using the digital world. Marketing strategies using the digital world can be done by utilizing existing marketplaces to make sales online. Many factors influence a person in the use of the market in shopping for merchandise, including promotions and prices. The sample in this study was 118 Tokopedia marketplace consumers. The data collection technique in this study used questionnaires that were shared online. The analysis tool in this study uses the Multiple Regression Test plus the Sobel Test. The results of the study partially show that promotion and price have an influence on purchasing decisions on the Tokopedia marketplace, while trust can mediate the influence of promotion and price on purchasing decisions on the Tokopedia marketplace. Keywords: Purchase Decision, Promotion, Price, and Trust.
Co-Authors Beni Suhendra Winarso