Professional Documents
Culture Documents
ISSN No:-2456-2165
Abstract:- The digital era has resulted a change of drive Indonesian community to positively accept the trends.
behavior among customers. In the past, consumers used Tokopedia is one of the biggest online fashion marketplace
to shop from shopping malls, and nowadays, they which was established in 2009. To attract consumers to
become familiar with online shopping. Price Perception, make online purchase, e-commerce should first identify
promotion and trust are aspects that consumers which individual’s perceptions affect their purchase
consider before making purchase decision. This decision.
research was aimed to analyze to influences of Price
Perception, promotion and trust on consumer purchase It is known that price is the strongest factor affecting
decision. consumers to make purchase. At present, consumers are
quite sensitive about the price of certain products. Price
The population of this research were consumers refers to the total value that should be paid by consumers in
who have shopped from online marketplace Tokopedia order to take the benefits offered by certain product or
(Tokopedia.com). There were 200 samples involved in service (Kotler and Armstrong 2001:34). When the price is
this research who were selected using an accidental properly set to match consumers’ purchasing power,
sampling technique. Research data were collected using consumers will decide to buy the product (Swastha and
a set of questionnaires and were analyzed using SPSS Irawan, 2008:78). A product will be accepted by consumers
multiple linear regression analysis. when its price is affordable. Related to pricing, online
stores apply different strategies including price discount.
Hypothesis testing (t-test) administered in this The strategies are applied to attract more consumers.
study resulted in H1=2.175, H2=2.652 , H3=4.445.
Meanwhile, the results of reliability test showed that Online shopping is closely related by the trust that the
Cronbach’s Alpha >0.6 :Price perception (alpha 0.627), information and transaction are valid and trusted (George
promotion (alpha 0.629), trust (alpha 0.635), and in Andy et al., 2014). It can be inferred from this statement
online-purchase decision (alpha 0.619). that trust will be enhanced when consumers obtain
information quality, complete information and
Keywords:- Price Perception, Promotion, Trust, and comprehension about the procedure to make online
Purchase Decision. purchases of a website. In relation to the online promotion
done through the social media of an emerging online
I. INTRODUCTION business player, Tokopedia, it is considered necessary to
investigate the extent to which social media influences
The number of internet users in Indonesia keep consumers to make online purchase.
increasing at significant rates. Population growth becomes
a factor that contribute to the increase in the number of Regarding to those views, it was considered
internet users. Up to 2017, the number of internet users in intriguing to investigate the influences of Price Perception,
Indonesia reached 112.6 million people. The availability Promotion and trust on online purchase decision.
technology that allows people share information in a fast Therefore, the title of this research is formulated as follows
and efficient way regardless of time and place including “Analysis on Price Perception, Promotion and Trust
Internet has shaped a new life style among the community. toward Purchase Decision on Online site Tokopedia”
Various information can be retrieved from relevant sites by
using the internet. II. LITERATURE REVIEW
C. Trust
Kotler and Keller (2012: 125)[9] explained that trust
is a cognitive component of psychological factors. Trust
relates with faith on whether something is right or wrong
based on certain evidence, suggestion, authority,
experience and intuition. In a research done by Robbins
and Judge (2007), trust was stated to consist of three
dimensions, which are:
Integrity
Integrity relates to the truth of the expected products
or services.
SUGGESTIONS
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