Pengaruh Shopping Lifestyle, Sales Promotion Dan E-Service Quality Terhadap Keputusan Pembelian Pengguna Tokopedia Di Desa Jotangan Mojokerto

Abstract

Advances in technology and the flow of information have caused some people to be increasingly able to open themselves to developments in global technology, especially the internet. The condition indirectly brings the phenomenon of changing lifestyles in society, namely by using the internet as a means for digital shopping or what we usually know as e-commerce. The aim of this study is to understand the influence of shopping lifestyle, sales promotion and e-service quality on purchasing decisions of Tokopedia users. The quantitative approach was used in this research with a sample of 100 respondents who were taken through the accidental sampling technique. Then the data were collected using a questionnaire that was arranged coherently and had met the validity and reliability requirements. Multiple linear regression is used in analyzing data that have previously passed the classical assumption test and meet the necessity. The partial test results show that shopping lifestyle, sales promotion, and e-service quality have a significant influence on the purchasing decisions of Tokopedia users and the test results simultaneously show that shopping lifestyle, sales promotion, and e-service quality have a significant effect on Tokopedia users' purchase decisions.

Meningkatkan Keputusan Pembelian melalui Hedonic Shopping Motivation, Shopping Lifestyle, Online Customer Review pada Produk Fashion di Shopee (Studi pada Konsumen Marketplace Shopee)

“…Penelitian yang dilakukan oleh (Lestari and Tiarawati, 2020;Varadaraj and Charumathi, 2019;Muinah Fadhilah, Putri Dwi Cahyani, 2022) menunjukkan hasil positif dan signifikan untuk variabel hedonic shopping motivation terhadap keputusan pembelian, sedangkan penelitian dari Pratama and Salim (2017) yang menyatakan bahwa hedonc motivation tidak memiliki pengaruh positif dan signifikan terhadap keputusan pembelian. Pada penelitian yang dilakukan oleh (Fitra Dwi Prayogo, Christina Menuk Srihandayani, and Tony Susilo Wibowo, 2021;Yulianthini, 2022;Christanto et al, 2021) pada variabel shopping lifestyle menunjukkan hasil positif dan signifikan terhadap keputusan pembelian, penelitian ini bertentangan dengan penelitian (Wulandari, 2020 ) yang menyatakan bahwa shopping lifestyle tidak memiliki pengaruh positif dan signifikan terhadap keputusan pembelian. Pada penelitian yang dilakukan (Ika Sugiarti and Iskandar, 2021;Regina Dwi Amelia, Michael, and Mulyandi, 2021;Agesti, Ridwan, and Budiarti, 2021) yang menyatakan bahwa online customer review memiliki pengaruh positif dan signifikan terhadap keputusan pembelian, penelitian ini bertentangan dengan penelitian (Amin and Rachmawati, 2020) yang menyatakan bahwa online customer review tidak berpengaruh positif dan signifikan terhadap keputusan pembelian.…”

“…Ada banyak faktor yang mempengaruhi konsumen dalam melakukan keputusan pembelian seperti hedonic shopping motivation (Lestari and Tiarawati, 2020;Varadaraj and Charumathi, 2019;Muinah Fadhilah, Putri Dwi Cahyani, 2022) shopping lifestyle (Fitra Dwi Prayogo, Christina Menuk Srihandayani, and Tony Susilo Wibowo, 2021;Yulianthini, 2022;Christanto et al, 2021 ), online customer review (Ika Sugiarti and Iskandar, 2021;Regina Dwi Amelia, Michael, and Mulyandi, 2021;Agesti, Ridwan, and Budiarti, 2021).…”

The Impact of Online Customer Reviews, E-Service Quality, Celebrity Endorsement and Tagline on Purchasing Decisions

“…This information serves as a consideration or evaluation for consumers when making purchasing decisions. Consumers also consider the quality of service before making a purchase (Prayogo et al, 2021;Pramudita & Agustia, 2020). Additionally, the presence of celebrity endorsers serves as an attraction for consumers by conveying promotional information on the marketplace (Shimp & Andrews, 2013).…”