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All Journal Maeswara: Jurnal Riset Ilmu Manajemen dan Kewirausahaan
Noor Kholis Budiman
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Decision Sciences, Operations Research & Management Economics, Econometrics & Finance

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Pengaruh Strategi Harga dan Kualitas Layanan dengan Preferensi Pembelian Pelanggan di Platform E-commerce Shopee Henri Yawan; Akmal Ramadhan Putra Setiawan; Muhammad Naufal Nurfirmansyah; Muhammad Fadli Al-Multazim; Noor Kholis Budiman; Adi Prehanto; Asep Nuryadin
Maeswara : Jurnal Riset Ilmu Manajemen dan Kewirausahaan Vol. 2 No. 1 (2024): FEBRUARI : Maeswara
Publisher : Asosiasi Riset Ilmu Manajemen Kewirausahaan dan Bisnis Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.61132/maeswara.v2i1.585

Abstract

This study examines the impact of pricing strategy and service quality on customer preferences on the Shopee e-commerce platform. This study's methodology, which included a quantitative approach and primary data from a questionnaire, identified 33 Shopee users in Tasikmalaya. An analysis using SPSS confirms that the two factors mentioned above—price strategy and service quality—contribute about 40.5% to consumers' preferences for fashion products on Shopee. Even though price strategy has a significant relationship, service quality has a stronger and more positive impact on customer preferences. Implicitly, it is crucial for e-commerce businesses to improve the quality of their services while meticulously developing price phase strategy to make it more in line with customer preferences. All of this offers advantages for the e-commerce business in developing strategies to meet customer needs in an increasingly competitive market.
Co-Authors Adi Prehanto Akmal Ramadhan Putra Setiawan Asep Nuryadin Henri Yawan Muhammad Fadli Al-Multazim Muhammad Naufal Nurfirmansyah