Online Business Marketing Strategy in Terms of Discounts and Ease of Transactions on Purchasing Decisions
Article Sidebar
Main Article Content
Abstract
A digital business strategy is a long-term plan designed to manage a business through the use of digital technology and the Internet. The goal is to maximize added value for customers. The purpose of this study is to determine the driving factors for purchasing decisions in digital business. In this case, the researcher wants to test the effect of price discounts and ease of transactions on purchasing decisions. The research approach used is quantitative research with the method used is the questionnaire method. The population was 100 respondents who owned and had purchased an online business for transactions. The sampling technique in this study was to use a total sampling technique. In this study researcher used a questionnaire that was filled out by respondents via the Google form to measure the results of the research variables. This study uses data analysis techniques using SmartPLS (Partial Least Square) software which is a variance-based structural equation analysis (SEM) that can simultaneously test structural models. The results showed that the discount variable had no significant effect on customer purchasing decisions in online business, then the transaction convenience variable proved to have a significant effect on online purchasing decisions in the community in Labuhanbatu Regency.
Article Details
This work is licensed under a Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 International License.
References
Aridinta, Frinda Agnesya., & Widijoko, Grace. (2019). Analisis Pengaruh Kenyamanan Layanan Online terhadap Kepuasan Konsumen Mobile Commerce di Indonesia. Jurnal Ilmiah Mahasiswa FEB Universitas Brawijaya, 7(2).
Ainy, Z. N. (2020). Pengaruh E-Commerce Terhadap Perilaku Konsumtif Masyarakat di Kelurahan Karang Panjang Kota Ambon. JPEK (Jurnal Pendidikan Ekonomi Dan Kewirausahaan), 4, (2226–352).
Baskara, I. B. (2018). Pengaruh Potongan Harga (Discount) Terhadap Pembelian Tidak Terencana (Impulse Buying) (Studi Pada Pengunjung Matahari Departement Store Johor PlazaJember). Jurnal Manajemen Bisnis, 5(2), 87–96.
Budi, H. S. (2020). Analisis Strategi Pemasaran Toko Online dalam Meningkatkan Penjualan (Studi Kasus pada Toko Online Alisha Shop di Marketplace). Universitas Islam Negeri Sunan Ampel Surabaya.
Cahyaningrum, I. M. I. P. I. (2019). Cara Mudah Memahami Metodologi Penelitian. Deepublish. https://books.google.co.id/books?id=e--iDwAAQBAJ
Do, N. B., & Do, H. N. T. (2020). An investigation of Generation Z’s Intention to use Electronic Wallet in Vietnam. Journal of Distribution Science, 18(10), 89–99. https://doi.org/10.15722/jds.18.10.202010.89
Fauzi, I. (2019). Analisa Keputusan Pembelian Yang Dipengaruhi Harga Promosi dan Kualitas Pelayanan Pada PT Bina Pertiwi Semarang. Jurnal Ekonomi Manajemen Dan Akuntansi, 47.
Harahap, D. A., & Amanah, D. (2018). Perilaku Belanja Online di Indonesia: Studi Kasus. Jurnal Riset Manajemen Sains Indonesia, 9.
Ho, C. I., Liu, Y., & Chen, M. C. (2022). Factors Influencing Watching and Purchase Intentions on Live Streaming Platforms: From a 7Ps Marketing Mix Perspective. Information (Switzerland), 13(5), 1–19. https://doi.org/10.3390/info13050239
Hotana, M. S. (2018). Industri E-Commerce Dalam Menciptakan Pasar Yang Kompetitif Berdasarkan Hukum Persaingan Usaha. Jurnal Hukum Bisnis Bonum Commune, 1(1), 28–38.
Isna, T. D. (2019). Sepak Terjang dalam Kisah Pioner E-Commerce Indonesia, Bhinneka. https://wartaekonomi.co.id/read210662/sepak-terjang-dalam-kisah-pioner-e-commerce-indonesia-bhinneka
Jannah, M., Wahono, B., & Khalikussabir. (2022). Pengaruh Diskon Flash Sale, Rating Dan Gratis Ongkos Kirim Terhadap Keputusan Pembelian Pada Marketplace Shopee. E – Jurnal Riset Manajemen PRODI MANAJEMEN, 10(13), 38–51. http://riset.unisma.ac.id/index.php/jrm/article/view/14374/10895
Khafidatul, I., & Indra, K. (2020). Pengaruh Ulasan Produk, Kemudahan, Kepercayaan, dan Harga Terhadap Marketplace Shopee di Mojekerto. Jurnal Manajemen, 6(1), 31–42.
Musyawarah, Irdha Yanti., & Idayanti, Desi. (2022). Analisis Strategi Pemasaran Untuk Meningkatkan Penjualan Pada Usaha Ibu Bagas di Kecamatan Mamuju. FORECASTING: Jurnal Ilmiah Ilmu Manajemen, 1(1).
Pohan, M. Y. A. (2022). The Influence of Product Quality on Positive Word-of-mouth Communication , Case Study at Kedai Wak Edoy Malang. Quantitative Economics and Management Studies, 3(2).
Prasasti, A., Aulisaina, F. I., & Rahman Hakim, M. A. (2021). Does Discount Matter in Indonesia e-Wallet Race? A Qualitative Study on Generation Z e-Wallet Preferences During Pandemics. The Winners, 22(1), 57–65. https://doi.org/10.21512/tw.v22i1.7019
Pratiwi, A. I. (2021). “Startup”: Bisnis Kuliner Rintisan di Masa Pandemi Covid-19. Emik, 4(1), 1–18. https://doi.org/10.46918/emik.v4i1.851
Priadana, S., & Sunarsi, D. (2021). Metode Penelitian Kuantitatif. Tangerang: Pascal Books.
Rahman, N., & Idris, M. (2018). Impulse Buying Behavior dalam Perspektif Ekonomi Islam. Jurnal Ekonomi Bisnis Syariah, 1(2).
Wahyuningrum, R. (2018). Analisis Strategi E-Marketing Untuk Meningkatkan Minat Beli Online. ESENSI: Jurnal Manajemen Bisnis, 21(3), 275–290.
Yulianto, N. A. B., Maskan, M., & Utaminingsih, A. (2018). Metode Penelitian Bisnis: Metode Penelitian Bisnis. UPT Percetakan dan Penerbitan Polinema. https://books.google.co.id/books?id=dSJyDwAAQBAJ