Customer Perception and Price Sensitivity: A Study of Muslim Consumers Behavior on Shopee
Abstract
The surge in online shopping is on the rise, yet engaging in online selling comes with challenges. Vendors utilizing online platforms like Shopee must grasp the factors that sway buying choices. This becomes crucial as they strive to encourage consumers to purchase products they cannot physically interact with. While numerous investigations have been conducted, there exists an untouched area about Shopee consumers in Palu City. Previous research has revealed that both pricing and customer reviews have an impact on purchase decisions. Conversely, some studies negate their influence. Hence, the present study endeavors to elucidate the extent to which pricing and customer reviews shape the purchasing determinations of Shopee consumers, specifically in Palu City. This research sheds light on the subject by employing a questionnaire-based survey method and utilizing the SPSS software for analysis. Findings indicate that both factors, taken together or individually, wield a notable influence on the purchasing judgments made by Shopee consumers in Palu City. Given that purchasing choices stand as a metric for gauging marketing achievements, the insights from this study are anticipated to offer valuable guidance to digital marketplace sellers when devising their marketing strategies.
References
Aisyah, L. &. (2019). Usaha Bisnis E- commearce Perspektif Ekonomi Islam (studi pada bisnis @lisdasasirangan). Ad-Deenar: Jurnal Ekonomi dan Bisnis Islam, 3(2), Art. 2. , https://doi.org/10.30868/ad.v3i2.507
Ardianti, A. N. (2019). Pengaruh Online Customer Review dan Online Customer Rating terhadap Keputusan Pembelian melalui Marketplace Shopee. Jurnal Ilmu Administrasi Bisnis, 8(2), 55–66.
Arsita, N. (2021). Pengaruh Gaya Hidup Dan Trend Fashion Terhadap Keputusan Pembelian Online Produk Fashion Pada Media Sosial Instagram. Jurnal Ilmu Manajemen Saburai (JIMS), 7(2), https://doi.org/10.24967/jmb.v7i2.1390
Chang, H.-H. &.-W. (2022). Sustainable Consumption in Taiwan Retailing: The Impact of Product Features and Price Promotion on Purchase Behaviors Toward Expiring Products. Food Quality and Preference, 96.
Elviera, C. D. (2022). Transformasi Perilaku Konsumen di Masa Pra dan Pasca Pandemi Covid 19 (Studi Kasus Pembelian Produk Shopee). Bisnis-Net Jurnal Ekonomi dan Bisnis, 5(2), Art. 2. https://doi.org/10.46576/bn.v5i2.2767
Guo, J. W. (2020). Positive emotion bias: Role of emotional content from online customer reviews in purchase decisions. Journal of Retailing and Consumer Services, https://doi.org/10.1016/j.jretconser
Haryani Putri, A. &. (2022). Perlindungan Hukum Bagi Korban Penipuan Jual Beli Online. Krtha Bhayangkara, 16(1), 131–138. https://doi.org/10.31599/krtha.v16i1.1018
Herzegovino Sianipar, a. Y. (2021). Analisis Pengaruh Customer Review Dan Customer Rating Terhadap Keputusan Pembelian Produk Di Online Marketplace (Studi Pada Mahasiswa Pengguna Tokopedia di Kota Semarang). Diponegoro Journal of Management, Vol. 10, no. 6.
K. G. Satyadharma, a. B. (2021). Analisis Faktor Price Value, Social Influence, Hedonic Motivation, Trust, Ease Of Use Penggunaan Layanan Mobile Payment (Studi pada pengguna aplikasi ShopeePay Mahasiswa di Kota Semarang). Diponegoro Journal of Management, vol. 10, no. 5.
Kotler, P. &. (2018). Principles of Marketing Global Edition 17th Edition. London: Pearson Education.
Nugroho, M. &. (2023). Multigroup Analysis Eastern Indonesian Millenial Behavior in Using Digital Bank. JOURNAL OF APPLIED BUSINESS ADMINISTRATION, 7(1), 72-79. https://doi.org/10.30871/jaba.v7i1.521
Nugroho, M. A. (2021). Impact Of Islamic Character, Information, And Innovation On Business Performance In The Tempe Industry. Journal of Principles Management and Business, 1(02), 104–114.
Ramadhani, M. &. (2022). Dampak Pengangguran dan Penyaluran Dana Zakat Infak Sedekah terhadap Kemiskinan di Provinsi Kalimantan Selatan. Ecoplan, 5(2), Art. 2. https://doi.org/10.20527/ecoplan.v5i2.604
Sri rahayu, S. r. (2015). Buku Ajar Teori Ekonomi Mikro. Palembang: Universitas Muhammadiyah Palembang.
Sukarnoto, T. &. (Haida, N., Pratama, G., Sukarnoto, T., & Widiawati, W.). Pengaruh Pemahaman Masyarakat Tentang Riba Terhadap Minat Bertransaksi Di Bank Syariah. Ecobankers : Journal of Economy and Banking, 2(2), Art. 2.
This work is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.
