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Siti Nuryati
Siber Indonesia University
Humanities Economics, Econometrics & Finance Education Social Sciences

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THE EFFECT OF PERCEIVED PRICE, PROMOTION, PRODUCT QUALITY AND SERVICE QUALITY ON CONSUMER PURCHASE INTENTIONS LAZADA MARKETPLACE IN DEPOK Eulin Karlina; Instianti Elyana; Fera Nelfianti; Siti Nuryati; Zaenal Arief
Jurnal Ekonomi Vol. 12 No. 3 (2023): Jurnal Ekonomi, 2023, September
Publisher : SEAN Institute

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Abstract

In today's modern era, acceleration and innovation in technology are pushing the world economy forward, so many new startups have sprung up that have come up with ideas to raise the level of the economy, such as online shops, e-commerce, and others. Lazada is a marketplace that is in demand by various groups for online transactions by often offering promotional programs at lower prices with free shipping and good service. This study aims to determine the effect of perceived price, promotion, product quality, and service quality in the Lazada marketplace on consumer purchasing decisions in Depok. This study uses a quantitative descriptive method by distributing questionnaires through Google Forms with purposive sampling, namely Lazada users as a consumer online shopping platform in Depok. In analyzing the data, this study used SPSS 26 to calculate the results of the Multiple Linear Regression variable test, t-test, F test, and determination analysis. The results of this study indicate that based on the t-test, price perceptions have a positive and insignificant effect on purchasing decisions, and based on the t-test, promotion and product quality have a positive and significant effect on purchasing decisions. Based on the results of the F test, perceptions of price, promotion, product quality, and service quality significantly affect consumers' purchasing decisions in Depok. Based on the results of multiple regression analysis, the effect of perceived price, promotion, product quality, and service quality on purchasing decisions is only 73.5%. The remaining 26.5% is influenced by other variables not examined in this study.
THE DECISION TO USE GO-PAY IS INFLUENCED BY PERCEPTIONS OF CONVENIENCE WITH INTEREST AS A MEDIATION VARIABLE Zaenal Arief; Siti Nuryati
International Journal Multidisciplinary Science Vol. 2 No. 1 (2023): February: International Journal Multidisciplinary Science
Publisher : Asosiasi Dosen Muda Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.56127/ijml.v2i1.541

Abstract

The purpose of this study is to examine how perceived convenience and interest as mediating variables affect consumers' decisions to use Go-Pay. Differential semantic association research is used in this type of research. In this study, primary data and secondary data are used. To collect 100 respondents as a research sample, a technique called purposive sampling was used in this study. The data analysis approach used in this study is the structural equation model (SEM) with SmartPLS 3.0 for Windows. The findings show that perceived convenience has a beneficial and significant impact on the decision to use go-pay, as well as a large and beneficial impact on interest, while interest does not have a significant impact on go-pay decision making.
Co-Authors Eulin Karlina Fera Nelfianti Instianti Elyana Zaenal Arief