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All Journal Journal of Economic, Bussines and Accounting (COSTING) PRIVE: Jurnal Riset Akuntansi dan Keuangan Bisman (Bisnis dan Manajemen): The Journal of Business and Management AKMENIKA Jurnal Pengabdian Masyarakat (ABDIRA) International Journal of Social Service and Research Jurnal Pengabdian Pada Masyarakat Indonesia (JPPMI) Jurnal Cakrawala Ilmiah Jurnal Cakrawala Informasi (JCI) Jurnal Ekonomi, Bisnis dan Manajemen Indonesian Journal of Community Diversity and Engagement Jurnal Kendali Akuntansi SABAJAYA Jurnal Pengabdian Kepada Masyarakat Ekalaya : Jurnal Ekonomi Akuntansi Bisma : Business and Management Journal Maeswara: Jurnal Riset Ilmu Manajemen dan Kewirausahaan Neraca: Jurnal Ekonomi, Manajemen dan Akuntansi Alkhidmah: Jurnal Pengabdian dan Kemitraan Masyarakat Muqaddimah: Jurnal Ekonomi, Manajemen, Akuntansi dan Bisnis Neraca Manajemen, Akuntansi, dan Ekonomi Ebisnis Manajemen Philosophiamundi : Journal of Global Humanistic Studies Journal of Innovative and Creativity Masyarakat Mandiri: Jurnal Pengabdian Dan Pembangunan Lokal Global Leadership Organizational Research in Management Svarga Pena: Jurnal Pengabdian Kepada Masyarakat Jurnal Ekonomi, Manajemen, Akuntansi
Setyariningsih, Eny
Fakultas Ekonomi, Universitas Islam Majapahit
Aerospace Engineering Agriculture, Biological Sciences & Forestry Humanities Civil Engineering, Building, Construction & Architecture Computer Science & IT Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Engineering Environmental Science Health Professions Industrial & Manufacturing Engineering Languange, Linguistic, Communication & Media Law, Crime, Criminology & Criminal Justice Library & Information Science Mathematics Nursing Public Health Social Sciences Other

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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 Agoes Hadi Poernomo Amila Qurniyati Amila Qurniyati Anita Anita Ariski, Ema Dwi Bambang Ismaya Budi Utami Budi Utami Budi Utami Deny Dwi Fran Iswanda Dwi Anisatul Ulfa Dwihandoko, Toto Heru Hidayat, M. Syamsul Jasmine Fitria Wibowo Kartikadewi, Azizah Apriliani Tri Kasnowo Kasnowo Kasnowo kasnowo, kasnowo Khanida, Marisha Khoirunnisa, Sindy M. Syamsul Hidayat M.Syamsul H M.Syamsul Hidayat Mohammad Arif Saifudin Mutiara Novia Yuanti Novelia Puspita Meidi Noviandhi Sanggar Nirvandhi Nurdiana, Fita Permana, Muhammad Novian Adi Pratidina, Shinta Muji Putri Assakinah, Andin Rahmawati, Lutviana Devi Rini Armin Salzabila Artamevia Septifana Rosiani Shandy Darma Pramulia Siti Shokkikhah SYAMSUL HIDAYAT Syamsul Hidayat, Mohamad Tiara Mufarihah ‘Aini Toto Heru DH Wahyu Apiyanto, Muhammad Yanto Budi Prasetya Yuliana Putri, Afrianty