Indonesian Journal of Law and Economics Review
Vol 19 No 2 (2024): May
Marketing Management

Price, Quality, and Promotion Synergize to Boost E-commerce Purchases in Indonesia
Dampak Ulasan Online, Harga, dan Pemasaran Viral terhadap Pembelian di Shopee


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  • Mohamad Danang Maulana,
  • Misti Hariasih*
Mohamad Danang Maulana
Universitas Muhammadiyah Sidoarjo,Universitas Muhammadiyah Sidoarjo [https://ror.org/017hvgd88], Indonesia
Misti Hariasih
Universitas Muhammadiyah Sidoarjo,Universitas Muhammadiyah Sidoarjo [https://ror.org/017hvgd88], Indonesia *

(*) Corresponding Author
Picture in here are illustration from public domain image or provided by the author, as part of their works
DOI: https://doi.org/10.21070/ijler.v19i2.1093
Published May 30, 2024
Keywords
  • Price,
  • Product Quality,
  • Promotion,
  • Purchasing Decisions,
  • E-commerce
How to Cite
Maulana, M. D., & Hariasih, M. (2024). Price, Quality, and Promotion Synergize to Boost E-commerce Purchases in Indonesia. Indonesian Journal of Law and Economics Review, 19(2), DOI 10.21070/ijler.v19i2.1093. https://doi.org/10.21070/ijler.v19i2.1093

Copyright (c) 2024 Mohamad Danang Maulana, Misti Hariasih

Creative Commons License

This work is licensed under a Creative Commons Attribution 4.0 International License.

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Abstract

This study investigates the impact of price, product quality, and promotion on consumer purchasing decisions on Shopee, focusing on students from Muhammadiyah University Sidoarjo. Using a quantitative approach and data collected through questionnaires, the research employs multiple linear regression analysis via SPSS. Results indicate that price, product quality, and promotion each have a significant positive effect on purchasing decisions. Collectively, these variables also influence consumer behavior on Shopee. The findings suggest that competitive pricing, high product quality, and effective promotions are crucial for enhancing consumer purchasing decisions on e-commerce platforms.

Highlight:

  1. Competitive pricing and high product quality positively affect consumer decisions on Shopee.
  2. Effective promotions significantly influence purchasing behavior among university students.
  3. Combined impact of price, quality, and promotions enhances consumer engagement on e-commerce platforms.

 

Keywoard: Price, Product Quality, Promotion, Purchasing Decisions, E-commerce

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