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All Journal Daya Saing : Jurnal Ilmu Manajemen Jurnal Neraca Peradaban Jurnal Pusat Akses Kajian Manajemen Jurnal Bisnis Kompetitif AMMA : Jurnal Pengabdian Masyarakat Journal of Innovative and Creativity Adpebi International Journal of Multidisciplinary Sciences
Sofyan, Deviana
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Journal : Jurnal Bisnis Kompetitif

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ANALISA PENGARUH PERSEPSI HARGA DAN PROMOSI TERHADAP KEPUTUSAN PEMBELIAN PADA E- COMMERCE SHOPEE DI PEKANBARU Sartika, Dewi; Mulyana, Sri; Sofyan, Deviana
Jurnal Ekonomi Bisnis Kompetif Vol 4 No 1 (2025): Jurnal Bisnis Kompetif (JBK)
Publisher : Komunitas Manajemen Kompetitif

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.35446/bisniskompetif.v4i1.2267

Abstract

This study aims to analyze the influence of price perception and promotion on purchasing decision on the shopee E-commerce platform in Pekanbaru. The proliferation of e-commerce platforms has profoundly reshaped consumer purchasing behavior, offering unprecedented convenience, product diversity, reliability assurances, competitive pricing, and compelling promotional incentives. Consequently, consumers are increasingly inclined towards online shopping experiences. However, within this dynamic digital marketplace, intense price competition and a multitude of sophisticated promotional strategies emerge as pivotal determinants significantly influencing consumer purchasing decisions. This research employed a quantitative approach, with data gathered via questionnaires administered to respondents who made purchases on the Shopee e-commerce platform in Pekanbaru. The collected data were analyzed using multiple linear regression to examine the influence of price perception, promotion, and purchasing decisions. The research findings indicate that price perception significantly influences purchasing decisions on Shopee e-commerce in Pekanbaru. This finding stands in stark contrast to promotions, which showed no significant influence on purchasing decisions. This indicates that consumers' perception of a product's price (whether it is considered expensive, affordable, or commensurate with its quality) is a primary determinant in their purchasing decisions
Co-Authors Adriyani, Annesa Agusra, Dodi Akbar, Y Rahmat Ampun, Sepniati Anak A’ang Chaarnaillan DEWI SARTIKA Jocelyn, Jocelyn Jusmarni Mar'aini, Mar'aini Marlina, Tat Napitupulu, Asri Agung Prihastuti, Asepma Hygi Saipul Al Sukri Saputri, Marlinda Setiawati Setiawati Sim, Graciella Nikita Sri Mulyana Yadi, Elmi Zain, Irsyadi