FAKTOR-FAKTOR YANG MEMPENGARUHI MINAT BELI KONSUMEN DI SHOPEE DAN TOKOPEDIA
DOI:
https://doi.org/10.32332/adzkiya.v12i1.8024Kata Kunci:
e-Commerce, Product Price, Product Quality, Purchase InterestAbstrak
Fenomena penggunaan internet yang diperkirakan akan terus meningkat dari waktu ke waktu menghadirkan potensi ekonomi baru bagi e-commerce. Salah satu bisnis yang dimiliki oleh Pondok Modern Gontor yang terletak di Kota Ponorogo, Jawa Timur adalah Toko Buku & Alat Tulis La Tansa Gontor yang saat ini juga menggunakan e-commerce. Penelitian ini bertujuan untuk mengetahui faktor-faktor yang mempengaruhi minat beli konsumen terhadap e-commerce yang digunakan oleh La Tansa. Teori Perilaku Terencana (Theory of Planned Behavior) yang dipopulerkan oleh Icek Ajzen merupakan teori yang digunakan dalam penelitian ini. Hipotesis ini didasarkan pada tiga variabel yang berbeda: sikap perilaku, norma subjektif, dan kontrol perilaku yang dirasakan. Dalam penelitian ini, metode survei deskriptif dipadukan dengan pendekatan kuantitatif. Dengan jumlah sampel sebanyak 358 partisipan, populasi dalam penelitian ini terdiri dari 3.416 pengikut di platform marketplace. Beberapa uji regresi linier digunakan dalam penelitian ini. Skor total 31.038 menunjukkan bahwa aspek harga dan kualitas produk dianggap sangat berpengaruh. Komponen harga produk, salah satu dari dua variabel yang termasuk dalam penelitian, memiliki dampak paling signifikan terhadap minat beli konsumen dengan persentase 66,3%. Sedangkan kualitas produk memiliki pengaruh sebesar 11,48% terhadap minat beli konsumen. Secara keseluruhan, faktor harga produk dan kualitas produk secara bersama-sama berpengaruh terhadap minat beli konsumen dengan signifikansi 0,05 dan nilai F hitung 293,715 F tabel 3,021, menunjukkan bahwa kedua faktor tersebut berpengaruh
Referensi
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Zatadini, N., & Syamsuri, S. (2019). Konsep Maqashid Syariah Menurut Al-Syatibi Dan Kontribusinya Dalam Kebijakan Fiskal. Jurnal Masharif Al-Syariah: Jurnal Ekonomi Dan Perbankan Syariah, 4(1). https://doi.org/10.30651/jms.v4i1.2111
APJII. (2023). Survei APJII Pengguna Internet di Indonesia Tembus 215 Juta Orang. https://apjii.or.id/berita/d/survei-apjii-pengguna-internet-di-indonesia-tembus-215-juta-orang
Baker, E. R., Fisher, M., & Goethert, W. (2007). Basic Principles and Concepts for Achieving Quality. https://doi.org/https://doi.org/10.1184/R1/6572072.v1
Dolega, L., Rowe, F., & Branagan, E. (2021). Going digital? The impact of social media marketing on retail website traffic, orders and sales. Journal of Retailing and Consumer Services, 60, 102501. https://doi.org/10.1016/j.jretconser.2021.102501
Emekci, S. (2019). Green consumption behaviours of consumers within the scope of TPB. Journal of Consumer Marketing, 36(3), 410–417. https://doi.org/10.1108/JCM-05-2018-2694
Fanani, A., & Hakim, R. (2023). SELF-RELIANCE ECONOMIC SYSTEM BASED ON WAQF AT ISLAMIC BOARDING SCHOOL DARUSSALAM GONTOR INDONESIA. Al-Shafi’i | International Journal of Islamic Contemporary Studies, 2(2), 1–25. https://doi.org/10.59202/as.v2i2.625
Flaaen, A., Hortaçsu, A., & Tintelnot, F. (2020). The Production Relocation and Price Effects of US Trade Policy: The Case of Washing Machines. American Economic Review, 110(7), 2103–2127. https://doi.org/10.1257/aer.20190611
Gitosudarmo, I. (2017). Manajemen Pemasaran (2nd ed.). BPFE-Yogyakarta.
Gordon, A., & Williams, R. (2020). The role and importance of packaging and labeling in assuring food safety, quality and regulatory compliance of export products II: Packaging & labeling considerations. In Food safety and quality systems in developing countries (pp. 285–341). Academic Press. https://doi.org/https://doi.org/10.1016/B978-0-12-814272-1.00007-3
Han, H., & Kim, Y. (2010). An investigation of green hotel customers’ decision formation: Developing an extended model of the theory of planned behavior. International Journal of Hospitality Management, 29(4), 659–668. https://doi.org/10.1016/j.ijhm.2010.01.001
Haryadi, I., & Shodiq, F. (2022). Marketing Mix Kantin Parklatz Unit Usaha Universitas Darussalam Gontor dalam Meningkatkan Minat Konsumen (Ditinjau dari Perspektif Islam). Journal of Islamic Economics and Philanthropy, 4(03), 1248–1259. https://doi.org/10.21111/jiep.v4i03.6575
Hatta, I. H., Rachbini, W., & Parenrengi, S. (2018). Analysis of product innovation, product quality, promotion, and price, and purchase decisions. South East Asia Journal of Contemporary Business, 16(5), 183–189.
Herawati, H., Prajanti, S. D. W., & Kardoyo, K. (2019). Predicted Purchasing Decisions from Lifestyle, Product Quality and Price Through Purchase Motivation. Journal of Economic Education, 8(1), 1–11. https://doi.org/https://doi.org/10.15294/jeec.v8i1.29636
Ibrahim, M., & Afif, M. (2020). PENGARUH MOTIVASI DAN MARKETING MIX ISLAMI TERHADAP KEPUTUSAN PEMBELIAN (Studi Kasus Waroeng Spesial Sambal SS Muntilan Jawa Tengah). Journal of Islamic Economics and Philanthropy, 3(03), 916–951. https://doi.org/10.21111/jiep.v3i03.4806
Iriani, D., Mufidah, L., & Rosyid Ridho, M. (2021). Jiwa Enterprenur dan Etika Bisnis Islam Santri Gontor Dalam Mengembangkan Air Mineral Amidas. Invest Journal of Sharia & Economic Law, 1(1), 41–60. https://doi.org/10.21154/invest.v1i1.2630
Kotler, P., & Armstrong, G. (2012). Principles of Marketing (14th ed.). Pearson Prentice Inc.
Kotler, P., & Keller, K. L. (2012). Marketing management. Pearson.
Le‐Anh, T., & Nguyen‐To, T. (2020). Consumer purchasing behaviour of organic food in an emerging market. International Journal of Consumer Studies, 44(6), 563–573. https://doi.org/10.1111/ijcs.12588
Okpala, C. O. R., & Korzeniowska, M. (2023). Understanding the Relevance of Quality Management in Agro-food Product Industry: From Ethical Considerations to Assuring Food Hygiene Quality Safety Standards and Its Associated Processes. Food Reviews International, 39(4), 1879–1952. https://doi.org/https://doi.org/10.1080/87559129.2021.1938600
Pandey, P., & Pandey, M. M. (2021). Research Methodology: Tools and Techniques (7th ed.). Bridge Center.
Putri, A. S., & Zakaria, R. (2020). Analisis Pemetaan e-Commerce Terbesar di Indonesia Berdasarkan Model Kekuatan Ekonomi Digital. Seminar Dan Konferensi Nasional IDEC 2020. https://idec.ft.uns.ac.id/wp-content/uploads/IDEC2020/PROSIDING/ID062.pdf
Santoso, E. (2022). Opportunities and Challenges: E-Commerce in Indonesia from a Legal Perspective. Jurnal Penelitian Hukum De Jure, 22(3), 395–410. https://doi.org/10.30641/dejure.2022.V22.395-410
Shah, H. S., & Susilo, A. (2022). E-COMMERCE ON THE STUDY OF MASLAHAH MURSALAH (A REVIEW FROM AN ISLAMIC ECONOMIC PERSPECTIVE). Tasharruf: Journal Economics and Business of Islam, 7(1), 17–28. https://doi.org/10.30984/tjebi.v7i1.1944
Siahaan, D., Iswati, S., & Zarkasyi, A. F. (2019). Social Enterprise: The Alternatives Financial Support For Educational Institusion. International Journal of Economics and Financial Issues, 9(3), 1–11.
Sinurat, M., Heikal, M., Simanjuntak, A., Siahaan, R., & Ilham, R. N. (2021). Product Quality On Consumer Purchase Interest With Customer Satisfaction As A Variable Intervening In Black Online Store High Click Market: Case Study on Customers of the Tebing Tinggi Black Market Online Store. Morfai Journal, 1(1), 13–21. https://doi.org/https://doi.org/10.54443/morfai.v1i1.12
Sugiyono. (2011). Metodologi penelitian kuantitatif kualitatif dan R&D. Alpabeta.
Susilo, A. (2020). Identifying Factors that Affect Consumer Satisfaction of Parklatz Café in Ponorogo City, East Java, Indonesia: An Application of Exploratory Factor Analysis. Falah: Jurnal Ekonomi Syariah, 5(1), 1–14. https://doi.org/10.22219/jes.v5i1.11399
Thi Tuyet Mai, N. (2019). An investigation into the relationship between materialism and green purchase behavior in Vietnam and Taiwan. Journal of Economics and Development, 21(2), 247–258. https://doi.org/10.1108/JED-10-2019-0044
Tjiptono, F. (2014). Pemasaran Jasa: Prinsip, Penerapan, Penelitian. Penerbit Andi Offset.
Yahya, W. K., Hashim, N. H., Husin, N., & Abdul Rahim, N. (2020). Online Customer Shopping Behaviour: The Mediating Role of Online Perceived Risk. Global Business Management Review (GBMR), 12(Number 2), 1–18. https://doi.org/10.32890/gbmr2020.12.2.1
Zatadini, N., & Syamsuri, S. (2019). Konsep Maqashid Syariah Menurut Al-Syatibi Dan Kontribusinya Dalam Kebijakan Fiskal. Jurnal Masharif Al-Syariah: Jurnal Ekonomi Dan Perbankan Syariah, 4(1). https://doi.org/10.30651/jms.v4i1.2111
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Diterbitkan
2024-05-27
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FAKTOR-FAKTOR YANG MEMPENGARUHI MINAT BELI KONSUMEN DI SHOPEE DAN TOKOPEDIA. (2024). Adzkiya : Jurnal Hukum Dan Ekonomi Syariah, 12(1), 27-37. https://doi.org/10.32332/adzkiya.v12i1.8024
