Pengaruh Faktor Kualitas dan Harga Produk terhadap Keputusan Pembelian pada Marketplace Tokopedia
DOI:
https://doi.org/10.61132/jumbidter.v2i3.616Keywords:
Product Quality, Pricing Strategy, Purchasing Preferences, Tokopedia MarketplaceAbstract
Consumer behavior, especially in online shopping, has evolved significantly due to advances in digital technology. The researcher aims to examine how price and product quality affect customer purchases on Tokopedia. A quantitative research approach was used, involving 52 active Tokopedia users as respondents. Data were analyzed using multiple linear regression through IBM SPSS version 29. The findings show that product quality and price have a significant influence and lead to a positive impact in shaping consumer purchasing decisions. Between the two, price has a greater influence, with a coefficient value of 0.413 compared to 0.272 for product quality. The R² value of 0.419 indicates that both elements contribute 41.9% of the variance in purchasing decisions. These results highlight the importance of a competitive pricing strategy and providing products that meet customer expectations to drive sales on digital platforms. However, other elements such as customer reviews, service quality, and seller reputation should also be considered to support better purchasing decisions.
Downloads
References
Dewi, R., & Putra, D. A. W. (2020). Analisis pengaruh faktor harga dan mutu terhadap keputusan pembelian laptop merek HP di daerah Sampit. Keizai: Jurnal Ekonomi dan Bisnis, 1(1), 60–65. https://doi.org/10.56589/keizai.v1i1.152
Faradita, P. A., & Widjajanti, K. (2023). Ulasan konsumen online, harga, serta kualitas produk sebagai penentu keputusan belanja di Tokopedia. Solusi: Jurnal Manajemen, 21(2), 130. https://doi.org/10.26623/slsi.v21i2.6333
Firdaus, R. F., Mariam, S., & Sudrajat, A. (2022). Peran kualitas dan harga dalam mempengaruhi perilaku konsumen terhadap pembelian kartu perdana Telkomsel. JSMA – Jurnal Sains Manajemen & Akuntansi, 14(1), 44–53. https://doi.org/10.37151/jsma.v14i1.91
Kotler, P., & Keller, K. L. (2019). Marketing management (15th ed.). Pearson Education.
Mahardini, S., Mudafia, I., & Apricuansyah, R. (2023). Kajian pengaruh kualitas produk dan layanan terhadap keputusan berbelanja di Tokopedia wilayah DKI Jakarta. Jurnal Jumpa: Manajemen dan Perbankan, 10(2), 1–10. https://doi.org/10.55963/jumpa.v10i2.538
Mamluati, Y. R., Sutrisno, S., & Kurniawan, B. (2023). Keterkaitan kualitas dan harga produk dengan keputusan konsumen melalui minat beli sebagai variabel perantara. Manuhara: Jurnal Ilmu Manajemen dan Bisnis, 2(1), 23–30. https://doi.org/10.61132/manuhara.v2i1.429
Nasikah, D., & Fuadi, S. (2022). Studi tentang pengaruh variabel pemasaran terhadap keputusan membeli di Tokopedia. Jurnal Ilmu Manajemen, 16(1), 162–173.
Oktavia, E. B., Fatimah, F., & Puspitadewi, I. (2022). Pengaruh faktor harga, citra merek, kualitas, dan peran brand ambassador terhadap pembelian produk Scarlett Whitening via Tokopedia. Growth: Jurnal Pemasaran, 20(2), 361. https://doi.org/10.36841/growthjournal.v20i2.2108
Oktavian, E., & Aisjah, S. (2023). Peranan diskon, mutu produk, dan review pelanggan dalam pengambilan keputusan konsumen di platform e-commerce. Jurnal Pemasaran dan Konsumen, 2(3), 573–585. https://doi.org/10.21776/jmppk.2022.02.3.02
Rahayu, S. (2021). Analisis pengaruh faktor harga, kepercayaan pengguna, dan mutu produk terhadap keputusan pembelian pada platform e-commerce Tokopedia. MBIA: Media Bisnis dan Ilmu Administrasi, 20(1), 40–50. https://doi.org/10.33557/mbia.v20i1.1271
Schiffman, L. G., & Kanuk, L. L. (2018). Consumer behavior (11th ed.). Pearson Education.
Yuliani, M. P., & Suarmanayasa, I. N. (2021). Pengaruh review online dan strategi penetapan harga terhadap keputusan konsumen dalam melakukan pembelian di marketplace Tokopedia. Prospek: Jurnal Ilmu Manajemen dan Bisnis, 3(2), 146–154.
Downloads
Published
Issue
Section
License
Copyright (c) 2025 Jurnal Manajemen Bisnis Digital Terkini
This work is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.
