The Influence of Product Quality, Prices, and Promotions on Customer Satisfaction Through Purchasing Decisions as Intervening Variables for Women's Clothing Customers in The Shopee Market Place, Surabaya City
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Keywords:
E-Commerce, Purchase Decisions, Customer Satisfaction
Abstract
The Modernization Era has made activities move to the digital realm. Shopee is the main marketplace in Indonesia, with the most site visits throughout 2022, around 200 million visitors. The data sources used are primary and secondary data. The data collection technique is a questionnaire. Data was collected via questionnaire, data analysis was carried out using Structural Equation Modeling (SEM) Partial Least Square (PLS). The research results show that product quality, price, and promotion have a significant effect on purchasing decisions. Product prices and promotions have a significant effect on customer satisfaction in the Surabaya City Shopee marketplace. Product quality, price, and product promotion do not affect customer satisfaction through purchasing decisions. Purchasing decisions do not affect customer satisfaction.
References
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[38] UM Metro.
[2] Astuti, M. & Matondang, N. 2020. Marketing Management: MSMEs and Digital Social Media. Sleman: DEEPUBLISH.
[3] Ayatusifa, et al. 2023. The influence of product quality, price and promotion on purchasing decisions at the Shopee Marketplace (Study in the community of Alam Barajo District, Jambi City). Research journal of Islamic economics and finance (JUPIEKES), 1 (3), 138-155
[4] Brenda,et al,. 2021. The Influence of Product Quality, Promotion and Price on Customer SatisfactionIn
[5] Budiono, A. 2020. The influence of service quality, price, promotion and brand image on customer satisfaction through purchasing decisions. Journal of educational and economic research, 17, 1-15
[6] Daryanto. 2011. Marketing Management: Lecture Extract. Bandung: Satu Nusa.
[7] Fahrevi, S. R & Satrio, B. (2018). The Influence of Price, Promotion, and Service Quality on Online Purchasing Decisions at Shopee.Co.Id. Indonesian College of Economics (STIESIA) Surabaya. Journal of Management Science and Research. e-ISSN: 2461-0593.
[8] Fahrevi, SR, & Satrio, B. (2018). The Influence of Price, Promotion and Service Quality on Online Purchasing Decisions at Shopee.co.id. Journal of Management Science and Research, 7(3), 1–15.
[9] Farisi, S. & Siregar, Q, R. 2020. The Influence of Prices and Promotions on Customer Loyalty of Online Transportation Service Users in Medan City. Maneggio: Master of Management Scientific Journal. Vol. 3, No. 1, March 2020. 148-159.
[10] Firmansyah, A. (2019), Product and Brand Marketing (Planning & Strategy), East Java: Qiara Media Publisher CV.
[11] Firmansyah, A. (2019), Product and Brand Marketing (Planning & Strategy), East Java: Qiara Media Publisher CV.
[12] Goodstats (2022). Shopee is still the main e-commerce choice for Indonesian people. Accessed January 20, 2024, fromhttps://goodstats.id/article/jakpat-shopee-masih-rajai-e-commerce- opt-community-indonesia-tahun-2022-scYdn
[13] Hair, et al (2019) when to use and how to report the results of PLS-SEM. European Business Review , 2-24
[14] Handoko 2017 .Human Resource Management. Revised Edition Jakarta Bumi Aksara. Research Methodology for Theses and Business Theses. Jakarta : P Gramedia Pustaka.
[15] Ibrahim, M., and Thawil, SM, 2018, The Influence of Product Quality and Service Quality on Customer Satisfaction, Mobile Broadband in Palembang City, Journal of Finance and Business
[16] Indrasari, M. (2019). MARKETING AND CUSTOMER SATISFACTION: marketing and customer satisfaction. Unitomo Press.
[17] EMBA Journal, 9(3), 1721-1730
[18] Focus JournalBusiness Management, 12(2), 206-217
[19] Kamila, et al. 2023. InfluencePrice, Product Quality, and Promotion on Shopee Market Place Purchasing Decisions. Journal of Economics, Management and Accounting, 1(2).
[20] Katadata (2022, September 8) . Many consumers prefer e-commerce for fashion shopping. Accessed January 20, 2024, fromhttps://databoks.katadata.co.id/infografik/2022/09/08/besar-konsumen-besar-oleh-e-commerce-untuk-shop-fashion
[21] Compass (2023, June 16). 6 Biggest Marketplaces in Indonesia. Accessed January 20, 2024, fromhttps://tekno.kompas.com/read/2023/06/16/19300027/6-marketplace-terbesar-di-indonesia-tahun-2022-shopee-teratas
[22] Kotler P, Armstrong, G. 2013. Marketing Principles, 12th Edition. Erlangga Publishers.
[23] Kotler, P. & Keller, K. L. Lane. (2016). Marketing Management, 13th Edition Volumes 1 and 2, Translation: Bob Sabran, Erlangga, Jakarta.
[24] Kotler, P. and Keller, KL 2012. Marketing Management. Edition 14. Global Edition. Pearson Prentice Hall.
[25] Kotler, P., & Keller, KL 2016. Marketing Management. Edition 13 J. Jakarta: Erlangga.
[26] Kumbara, B.V. (2021). Determining customer value and purchasing decisions: product quality analysis, product design and endorsement. journal of applied management science, 2(5), 604–630.https://doi.org/10.31933/jimt.v2i5.568
[27] Maresyembun, M. 2023. The Influence of Product Quality, Priceand Service Quality on Shopee Customer Satisfaction After the New Normal Era. Multidisciplinary Scientific Journal, 1(4), 120-126
[28] Shopee Market Place During the Covid-19 Pandemic. Study on Students of the Faculty of Economics and Usrat Business.
[29] Musfar, TF2020. Marketing Management Textbook. First Printing. CV Media Science Indonesia. Bandung.
[30] Nasution, AE, & Lesmana, MT 2018. "The Influence of Price and Service Quality on Consumer Purchasing Decisions (Case Study at Alfamart in Medan City)". Proceedings of the Indonesian National Vocational Seminar. Vol 1, November.
[31] Pratiwi, 2021. The influence of price and quality on customer satisfaction with purchasing decisions as an intervening variable (study at Zama Homewear Malang). JUBIS, 2(2), 18-27
[32] Rukmayanti & Fitrian, 2022 . Influence of Product Quality, PriceAnd Promotion on Purchasing Decisions.
[33] Siswoyo, Parwoto, 2012. Structural Equiting Modeling using AMOS 18.00. PT. Iintermedia Principal Personnel.
[34] Sugiyono (2011). Quantitative qualitative research methods and R&D. Alphabet
[35] Suharsono, RS & Sari, RP 2019. The Influence of Online Media Promotion on Purchase Decisions for Hijab Products. Journal of Management Applications and Business Innovation. Vol. 1 No. 2.
[36] Sunyoto, D. (2015) Human Resources Research. Jakarta: CAPS
[37] Wikipedia. Shopee history. Accessed November 23, 2023, from https://id.wikipedia.org/wiki/Shopee
[38] UM Metro.
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2024-05-01
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