ANALISIS PENGARUH HARGA, LAYANAN CASH ON DELIVERY (COD) DAN KEPUASAN PELANGGAN TERHADAP KEPUTUSAN PEMBELIAN (Studi Kasus Pada Pelanggan Platfrom Shopee di Semarang)

Muhammad Ainun Naim Al Asror, Susanti Wahyuningsih

Abstract

The purpose of this research is to determine the influence of price on purchasing decisions, and to determine the influence of cash on delivery (COD) services on purchasing decisions, as well as to determine the influence of customer satisfaction on purchasing decisions. The research method used in this research is multiple linear regression. The population of this study were direct visitors to the Manunggal Jati Semarang swimming pool. The sample in this study amounted to 96 people using the Purposive Sampling technique, namely a sampling technique with certain considerations, the sample determined had predetermined criteria, namely people who had made purchases on the Shopee Platform. The data collection method in this research is by distributing questionnaires via Google Form. The analytical tool used is multiple linear regression using SPSS. The type of data used is primary data. Based on the results of the research, partially there is a positive and significant influence between Price influencing Purchasing Decisions, the t value obtained is 4.595 > t table 1.661 or significant 0.000 < 0.05, partially Cash On Delivery (COD) services influence the Purchasing Decisions obtained by the t value calculated 2.564 > t table 1.661 or significant 0.012 > 0.05, and partially Customer Satisfaction has an influence on Purchasing Decisions obtained by a t value of 2.573 > t table 1,661 or significant 0.012 < 0.05. Simultaneously Price, partial Cash On Delivery (COD) Service, and Customer Satisfaction partially influence Purchasing Decisions, the F count of 49.666 is greater than the F table of 2.699 or significant 0.000 < 0.05. Keywords: Price, Cash On Delivery (COD) Service, Customer Satisfaction, and Purchasing Decisions.

Full Text:

PDF

References

Agiesta, Willyanto, Achmad Sajidin, and Politeknik Piksi Ganesha. 2021. “Pengaruh Kualitas Pelayanan Dan Kepuasan Pelanggan Terhadap Loyalitas Pelanggan Ka Lokal Bandung Raya.†Jurnal Ilmiah MEA (Manajemen, Ekonomi, dan Akuntansi) 5(2): 1653–64.

Authors, and Febsri Susanti Ade Candra Gunawan. 2017. “Pengaruh Bauran Promosi Dan Harga Terhadap Keputusan Pembelian Produk Kosmetik Maybelline Di Kota Padang.†https://osf.io/preprints/inarxiv/npjqh/.

Devi, Ilyana Asfarina. 2022. “Pengaruh Kemudahan, Layanan Rating, Gratis Ongkos Kirim, Dan Layanan Cash on Delivery (Cod) Terhadap Keputusan Pembelian.†Seminar Inovasi Manajemen Bisnis dan Akuntansi (SIMBA) 3 4(September 2022): 1. https://www.topbrand-award.com/.

Ekonomi, Fakultas et al. 2023. “Analisis Pengaruh Gaya Hidup Dan Kepuasan Pelanggan Sebagai Variabel Intervening Terhadap Keputusan Pembelian Berulang Produk Kopi Gayo Aceh Di Coffee Shop Tuku Cipete Vivi Navila.†Jurnal Ilmu Manajemen, Ekonomi dan Kewirausahan 1(4): 292–302. https://doi.org/10.58192/wawasan.v1i4.1294.

Gunarsih, Cindy Magdalena, Johny A. F. Kalangi, and Lucky F. Tamengkel. 2021. “Pengaruh Harga Terhadap Keputusan Pembelian Konsumen Di Toko Pelita Jaya Buyungon Amurang.†Productivity 2(1): 69–72. https://ejournal.unsrat.ac.id/index.php/productivity/article/view/32911.

Hidayat, Rahmat. 2015. “Terhadap Keputusan Pembelian Lampu Philips ( Studi Kasus Pada.†Ecodemia 3(1): 305–10. Indriani, Agum, and Yugi Setyarko. 2016. “Pengaruh Kualitas Produk, Harga Dan Variasi Produk Terhadap Keputusan Pembelian Produk Elevator Pada PT Louserindo Megah Permai Jakarta Selatan.†Financial Marketing Operational Human Resources.

KUSUMAWATI, Anita. Pengaruh Online Customer Review, Online Customer Rating, dan Layanan Cash On Delivery (COD), terhadap Keputusan Pembelian (Studi pada Konsumen Shopee di Kota Malang). 2021. PhD Thesis.

Lara, Melly Pefi. 2022.

Lim, Weng Marc, Sheau-Fen Yap, and Marian Makkar. 2021. “Home Sharing in Marketing and Tourism at a Tipping Point: What Do We Know, How Do We Know, and Where Should We Be Heading?†Journal of business research 122: 534–66.

Lubis, Desy Irana Dewi, and Rahmat Hidayat. 2017a. “Pengaruh Citra Merek Dan Harga Terhadap Keputusan Pembelian Pada Sekolah Tinggi Ilmu Manajemen Sukma Medan Policies for Admission of New Students View Project.†Ilman 5(July): 15–24. https://www.researchgate.net/publication/318463783. ———. 2017b. “Pengaruh Citra Merek Dan Harga Terhadap Keputusan Pembelian Pada Sekolah Tinggi Ilmu Manajemen Sukma Medan Policies for Admission of New Students View Project.†Ilman 5(July): 15–24.

Mukuan, K D et al. 2023. “Pembelian Makanan Di Rumah Makan Maji Ayam Geprek Cabang Jalan Bethesda Sario. Jurnal EMBA Vol . 11 No . 4 Oktobe.†11(4): 642–52.

Nettelhorst, Stephen, Laura Brannon, Angela Rose, and Whitney Whitaker. 2020. “Online Viewers’ Choices over Advertisement Number and Duration.†Journal of Research in Interactive Marketing 14(2): 215–38.

Nurfarhiyatin, Vera. 2023. “Analisis Tingkat Kenyamanan Dan Keamanan Pengguna Metode Pembayaran Cash On Delivery (COD) Dan ShopeePay Pada Mahasiswa Tadris IPS UIN Syarif Hidayatullah Jakarta.â€

Prilano, Kevin, Andriasan Sudarso, and Fajrillah Fajrillah. 2020. “Pengaruh Harga, Keamanan Dan Promosi Terhadap Keputusan Pembelian Toko Online Lazada.†Journal of Business and Economics Research (JBE) 1(1): 1–10.

Putri, W. Y. (2022). Pengaruh dan Lokasi terhadap Keputusan Pembelian dengan Kualitas Pelayanan sebagai Variabel Moderating pada Srambi Mart Cabang Simpang Kiambang Batusangkar.

Rahadjeng, rohmat dwi jatmiko & erna retna. 2021. “D320796a3d6dbf070794c2e5235a71eaeb7dcc09 @ Eprints.Umm.Ac.Id.â€

Sari, Saidah Putri. 2020. “Hubungan Minat Beli Dengan Keputusan Pembelian 77 Pada Konsumen.†Psikoborneo: Jurnal Ilmiah Psikologi 8(1): 147.

DOI: https://doi.org/10.34152/emba.v3i3.1224

Refbacks

  • There are currently no refbacks.