THE INFLUENCE OF SERVICE QUALITY, PRICE, AND BRAND AMBASSADOR ON TOKOPEDIA ONLINESHOP PURCHASE DECISIONS

Avif Hanif Fadlun; Awang Darmawan Putra; Muhamad Azis Dirdaus

doi:10.55681/jige.v4i2.920

Authors

Avif Hanif Fadlun Master Of Management, Postgraduate Program, Universitas IBN Khaldun Bogor
Awang Darmawan Putra Master Of Management, Postgraduate Program, Universitas IBN Khaldun Bogor
Muhamad Azis Dirdaus Master Of Management, Postgraduate Program, Universitas IBN Khaldun Bogor

DOI:

https://doi.org/10.55681/jige.v4i2.920

Keywords:

service quality, price, brand ambassadorr, purchasing decision

Abstract

Previous studies reported inconsistent results about the effect of service quality and price on consumers' purchasing decisions. However, no study has been done about the impact of service quality, price, and brand ambassador on purchasing decisions of Tokopedia customers. This study aimed to evaluate the effect of service quality, price, and brand ambassador on buying decisions of Tokopedia customers. This study used a survey method with simple random sampling during the sample determination of Tokopedia customers. The 91 customers were given 44 questions with five alternative answers. The results showed that purchasing decision of Tokopedia customers was positively affected by service quality and brand ambassador. In contrast, the purchasing decision was negatively affected by product price. Therefore, purchasing decision made by Tokopedia customers was affected by service quality, price, and brand ambassador. Further studies are needed to obtain a general conclusion about the shopping behaviour of online shop customers in Indonesia.

Downloads

Download data is not yet available.

References

Abriyani, E., Fikayuniar, L., & Safitri, F. (2021). SKRINING FITOKIMIA DAN BIOAKTIVITAS ANTIOKSIDAN EKSTRAK METANOL BUNGA KANGKUNG PAGAR (Ipomoea carnea Jack.) DENGAN METODE DPPH (2,2-DIFENIL-1-PIKRILHIDRAZIL). Pharma Xplore Jurnal Ilmiah Farmasi, 6(1), 32–42. https://doi.org/10.36805/farmasi.v6i1.1447

Amanah, D., Hurriyati, R., Gaffar, V., Layla, A. A., & Harahap, D. A. (2018). Effect of Price and Product Completeness to Consumer Purchase Decision at Tokopedia.com. https://doi.org/10.5220/0007114300340037

Aulia, M., & Hidayat, I. (2017). Pengaruh Kualitas Produk, Kualitas Pelayanan Dan Harga Terhadap Kepuasan Konsumen Amanda Brownies. Journal of Chemical Information and Modeling.

Carmelita, C. V., AR, M. D., & Z.A, Z. (2017). Analisis Activity Based Costing System Dalam Penentuan Harga Pokok Produksi Guna Menentukan Harga Jual Gula (Studi Kasus pada PT. PG. Kebon Agung Unit PG. Kebon Agung Kecamatan Pakisaji Kabupaten Malang). Jurnal Administrasi Bisnis (JAB), 48(1), 1–10.

Fernando, M. F., & Aksari, N. M. A. (2017). PENGARUH KUALITAS PRODUK, HARGA, PROMOSI, DAN DISTRIBUSI TERHADAP KEPUTUSAN PEMBELIAN PRODUK SANITARY WARE TOTO DI KOTA DENPASAR. E-Jurnal Manajemen Universitas Udayana. https://doi.org/10.24843/ejmunud.2018.v7.i01.p17

Firmansyah, M. A., & Mahardhika, B. W. (2018). Pengantar Manajemen. Deepublish.

Fransiska Vania Sudjatmika. (2017). Pengaruh Harga, Ulasan Produk, Kemudahan, Dan Keamanan Terhadap Keputusan Pembelian Secara Online Di Tokopedia.Com. Ekonomi Bisnis, 17(1), 1–12. https://jurnal.ubd.ac.id/index.php/PE/article/view/86/49

Herlina, N. (2018). Penyajian Laporan Keuangan Koperasi RRKR Berdasarkan SAK ETAP. Jurnal Akuntansi STIE STEMBI, 1062–1068.

Indrasari, M. (2019). Pemasaran dan Kepuasan Pelanggan. Unotomo Press.

Kotler, P., & Keller, K. L. (2017). Manajemen Pemasaran. Erlangga.

Lea-Greenwood, G. (2014). Fashion Marketing Communication. Wiley.

Noviyanti, R, D & Kusudaryanti, D. P. . (2019). Pentingnya Sarapan Pagi Untuk Anak.

Royan, F. M. (2005). Marketing celebrities : selebriti dalam iklan dan strategi selebriti memasarkan diri sendiri. Elex Media Komputindo.

Samosir, L. S., Putri, Y. R., & Nurfebrianing, S. (2016). Pengaruh Penggunaan Brand Ambassador. Jurnal Sosioteknologi.

Sugiyono. (2014). Metode Penelitian kuantitatif, kualitatif dan R & D. Alfabeta.

Taft, M. K., Addin, M. M., Nayebzadeh, S., & Mir Mohammadi Sadrabadi, M. (2013). Financial strategies and investigating the relationship among financial literacy, financial well-being, and financial worry. European Online Journal of Natural and Social Sciences, 2(3), 1279–1289. www.european-science.com

Venessa, I., & Arifin, Z. (2017). Pengaruh Citra Merek (Brand Image) dan Harga Terhadap Keputusan Pembelian Konsumen( Survei pada Mahasiswa Program Studi Administrasi Bisnis Fakultas Ilmu Administrasi Universitas Brawijaya Malang Tahun Angkatan 2013 / 2014 dan 2014 / 2015 Pengguna Kartu P. Jurnal Administrasi Bisnis, 51(1), 44–48.

Wibowo, S. F., & Karimah, M. P. (2012). Pengaruh Iklan Televisi dan Harga Terhadap Keputusan Pembelian Sabun Lux ( Survei Pada Pengunjung Mega Bekasi Hypermall). Jurnal Riset Manajemen Sains Indonesia (JRMSI).