Faktor-Faktor yang Berperan dalam Purchase Decision Pelanggan Lazada di Jakarta

Article Sidebar

PDF
Published: Apr 30, 2024
DOI: https://doi.org/10.24912/jmk.v6i2.29854
Keywords:
persepsi kemudahan penggunaan citra merek konten pemasaran keputusan pembelian perceived ease of use brand image content marketing purchase decision

Main Article Content

Vanesa Siek
Universitas Tarumanagara
M. Tony Nawawi
Universitas Tarumanagara

Abstract

Saat ini aktivitas berbelanja online merupakan aktivitas yang populer bagi masyarakat Indonesia. Oleh karena itu, banyak bermunculan berbagai aplikasi belanja online yang berupaya menawarkan berbagai opsi produk dan jasa untuk memenuhi kebutuhan pelanggan. Dampak yang muncul dari perkembangan ini adalah transformasi perilaku konsumen dalam mengadopsi cara berbelanja yaitu secara online. Salah satu aplikasi belanja onlineyang sangat digemari oleh masyarakat Indonesia adalah Lazada. Penelitian ini bertujuan untuk mengetahui pengaruh perceived ease of use, brand image dan content marketing terhadap purchase decision pelanggan Lazada di Jakarta. Sampel dalam penelitian ini sebanyak 255 responden dengan menggunakan teknik pengambilan sampel berupa nonprobability sampling dengan metode purposive sampling melalui kuesioner online berupa google form. Data yang diperoleh dianalisis dengan metode PLS-SEM dan menggunakan software SmartPLS 4.0. Hasil dari penelitian ini menunjukkan bahwa perceived ease of use berpengaruh positif dan signifikan terhadap purchase decision, brand image berpengaruh positif dan signifikan terhadap purchase decision dan content marketing berpengaruh positif dan signifikan terhadap purchase decision.
 

Currently online shopping is a popular activity for Indonesian people. Therefore, many online shopping applications have emerged that attempt to offer various product and service option to meet customer needs. The impact that arises from this development is the transformation of consumer behavior in adopting the way of shopping, namely online. One of the online shopping applications highly favored by the Indonesian people is Lazada. This study aims to determine the effect of perceived ease of use, brand image and content marketing on purchase decision of Lazada customers in Jakarta. The sample in this research was 255 respondents using a nonprobability sampling technique with a purposive sampling method through an online questionnaire in the form of a google form. The data obtained were analyzed using the PLS-SEM method and using SmartPLS 4.0 software. The results of this study show that perceived ease of use has a positive and significant effect on purchase decisions, brand image has a positive and significant effect on purchase decisions and content marketing has a positive and significant effect on purchase decisions.

Article Details

Issue
Vol. 6 No. 2 (2024): Jurnal Manajerial dan Kewirausahaan
Section
Articles
Creative Commons License

This work is licensed under a Creative Commons Attribution-NonCommercial-ShareAlike 4.0 International License.

This work is licensed under a Jurnal Muara Ilmu Ekonomi dan Bisnis Creative Commons Attribution-ShareAlike 4.0 International License.,/p>

Author Biographies

Vanesa Siek, Universitas Tarumanagara

Program Studi Manajemen, Fakultas Ekonomi dan Bisnis, Universitas Tarumanagara Jakarta

M. Tony Nawawi, Universitas Tarumanagara

Program Studi Manajemen, Fakultas Ekonomi dan Bisnis, Universitas Tarumanagara Jakarta

References

Ajzen, I. (1991). The Theory of Planned Behavior. Organizational Behavior and Human Decision Processes, 50(2), 179-211. https://doi.org/10.1016/0749-5978(91)90020-T

Alagoz, S. B. & Ekici, N. (2016). The New Phenomenon of the Marketing World in the Digital Era: Content Marketing. International Journal of Economics, Commerce and Management, 4(12), 639-646.

Amin, M., Rezaei, S., & Abolghasemi, M. (2014). User Satisfaction with Mobile Website: The Impact of Perceived Usefulness (PU), Perceived Ease of Use (PEOU) and Trust. Nankai Business Review International, 5(3), 258-274. https://doi.org/10.1108/NBRI-01-2014-0005

Anwar, M., & Andrean, D. (2021). The effect of perceived quality, brand image, and price perception on purchase decision. Advances in Economics, Business and Management Research. Proceedings of the 4th International Conference on Sustainable Innovation 2020-Accounting and Management (ICoSIAMS 2020). 176, 78-82. Atlantis Press. https://doi.org/10.2991/aer.k.210121.012

Asnawati., Nadir, M., Wardhani, W., & Setini, M. (2022). The effect of perceived ease of use, electronic word of mouth and content marketing on purchase decision. International Journal of Data and Network Science, 6(1), 81-90. http://doi.org/10.5267/j.ijdns.2021.10.001

Blanco-Moreno, S., Costa-Feito, A., Santos, C. R., & Gonzalez-Fernandez, A. M. (2023). Women’s happiness and brand content marketing. Management Decision. https://doi.org/10.1108/MD-11-2022-1575

Direktorat Jenderal Perbendaharaan Kementerian Keuangan RI. (2023, Maret 7). Transformasi digital untuk masa depan ekonomi dan bisnis di Indonesia. Djpb.Kemenkeu.go.id. https://bit.ly/48C8nID

Fajriah, W. (2022, Februari 23). 5 Kota yang paling banyak belanja online, Jakarta posisi berapa?. Sindonews.com. https://bit.ly/48cEZJx

Gunawan, A. V., Linawati., Pranandito, D., & Kartono, R. (2019). The determinant factors of e-commerce purchase decision in Jakarta and Tangerang. Binus Business Review, 10(1), 21-29. https://doi.org/10.21512/bbr.v10i1.5379

Hair, J. F., Black, W. C., Babin, B. J., & Anderson, R. E. (2019). Multivariate Data Analysis (8th ed.). Cengage Learning EMEA.

Hanaysha, J. R. (2018). An examination of the factors affecting consumer’s purchase decision in the Malaysian retail market. PSU Research Review, 2(1), 7-23. https://doi.org/10.1108/PRR-08-2017-0034

Iprice. (2020). Peta e-commerce Indonesia. Iprice.co.id. https://iprice.co.id/insights/mapofecommerce/en/

Kaur, H., & Kaur, K. (2019). Connecting the dots between brand logo and brand image. Asia-Pacific Journal of Business Administration, 11(1), 68-87. https://doi.org/10.1108/APJBA-06-2018-0101

Khalishan, F. R., & Hermina, N. (2023). Pengaruh content marketing dan price discount terhadap keputusan pembelian (studi pada pengguna aplikasi Tokopedia di Kota Bandung). JIIP (Jurnal Ilmiah Ilmu Pendidikan), 6(4), 2252-2258. https://doi.org/10.54371/jiip.v6i4.1857

Mahardini, S., Singal, V. G., & Hidayat, M. (2023). Pengaruh content marketing dan influencer marketing terhadap keputusan pembelian pada pengguna aplikasi Tik-Tok di Wilayah DKI Jakarta. Jurnal IKRAITH-Ekonomika, 6(1), 180-187. https://doi.org/10.37817/ikraith-ekonomika.v6i1.2480

Mbete, G. S., & Tanamal, R. (2020). Effect of easiness, service quality, price, trust of quality of information, and brand image of consumer purchase decision on Shopee online purchase. Jurnal Informatika Universitas Pamulang, 5(2), 100-110. http://dx.doi.org/10.32493/informatika.v5i2.4946

Mukkarromah, U., Sasmita, M., & Rosmiati, L. (2022). Pengaruh konten marketing dan citra merek terhadap keputusan pembelian dengan dimediasi minat beli pada pengguna aplikasi Tokopedia. Master: Jurnal Manajemen Strategik Kewirausahaan, 2(1), 73-84. https://doi.org/10.37366/master.v2i1.444

Mustajab, R. (2023, Juni 25). Shopee sumbang GMV e-commerce terbesar di Indonesia pada 2022. DataIndonesia.id. https://bit.ly/48ANsWm

Nawawi, M. T. (2016). Factor of Consumer Behavior that Affect Purchasing Decisions on Blackberry Smartphone. Journal The Winners, 17(1), 59-66. https://doi.org/10.21512/tw.v17i1.1810

Prasetio, A., & Angelina, A. P. (2022). The influence of brand image and product price towards purchase decision at e-commerce Tokopedia. Jurnal Ilmiah Manajemen dan Bisnis, 8(1), 79-95. https://dx.doi.org/10.22441/jimb.v8i1.13762

Pratama, R. I., Megadini, D. D., & Kusriandini, T. (2019). Effect of perceived ease of use, word-of-mouth communication, and brand image on decision to use Lazada e-commerce services. International Journal of Multicultural and Multireligious Understanding (IJMMU), 6(1), 173-186. http://dx.doi.org/10.18415/ijmmu.v6i1.533

Putri, R. R. S., & Iriani, S. S. (2021). Pengaruh perceived ease of use dan perceived usefulness terhadap keputusan penggunaan aplikasi Tokopedia melalui trust sebagai variabel intervening. Jurnal Ilmu Manajemen, 9(2), 708-722. https://doi.org/10.26740/jim.v9n2.p708-722

Ramadhanti, S & Usman, O. (2021). Influence of brand ambassador BTS, brand image, and product quality on Tokopedia e-commerce purchase decision. SSRN Electronic Journal, 2-22. https://dx.doi.org/10.2139/ssrn.3768614

Sheng, X., & Zolfagharian, M. (2014). Consumer participation in online product recommendation services: Augmenting the technology acceptance model. Journal of Services Marketing, 28(6), 460-470. https://doi.org/10.1108/JSM-04-2013-0098

Wijaya, I. G. N. S., Pratami, N. W. C. A., & Yasa, I. G. D. (2022). Keputusan pembelian e-commerce selama pandemi: Persepsi kegunaan, persepsi kemudahan penggunaan, harga, dan sikap konsumen. Jurnal Manajemen, 14(1), 26-37. https://doi.org/10.30872/jmmn.v14i1.10993

Wilson, N., Alvita, M., & Wibisono, J. (2021). The effect of perceived ease of use and perceived security toward satisfaction and repurchase intention. Jurnal Muara Ilmu Ekonomi dan Bisnis, 5(1), 145-159. https://doi.org/10.24912/jmieb.v5i1.10489

Yodi, H. P., Widyastuti, S., & Noor, L. S. (2020). The effect of content and influencer marketing on purchasing decisions of fashion Erigo company. Dinasti International Journal of Economics, Finance & Accounting, 1(2), 345-357.