Pulling The Strings Of Student Shoppers: How Service Quality, Pricing Power, And Promotional Strategy Shape Bukalapak’s Appeal Among Unri Management Undergraduates
Abstrak
Pertumbuhan pesat industri e-commerce di Indonesia telah memicu persaingan antar platform digital, termasuk Bukalapak, yang meskipun memiliki fitur layanan yang kompetitif, belum menunjukkan dominasi dalam preferensi konsumen muda. Studi ini bertujuan untuk menganalisis pengaruh kualitas layanan, harga, dan promosi terhadap keputusan pembelian pengguna aplikasi Bukalapak di kalangan mahasiswa jurusan Manajemen Universitas Riau angkatan 2020. Menggunakan pendekatan kuantitatif dengan strategi studi kasus, data dikumpulkan melalui kuesioner dan wawancara, kemudian dianalisis menggunakan regresi linier berganda dengan bantuan perangkat lunak SPSS. Hasil penelitian menunjukkan bahwa promosi memiliki pengaruh paling signifikan terhadap keputusan pembelian, diikuti oleh kualitas layanan, sedangkan harga tidak memiliki pengaruh yang signifikan. Temuan ini menegaskan bahwa efektivitas komunikasi promosi dan peningkatan kualitas pengalaman layanan digital merupakan faktor utama yang mempengaruhi perilaku pembelian generasi muda, sementara pertimbangan harga tidak lagi menjadi faktor dominan. Kontribusi penelitian ini terletak pada pemahaman yang lebih kontekstual tentang preferensi pengguna e-commerce di kalangan mahasiswa, serta memperkaya literatur pemasaran digital dengan menyoroti pentingnya strategi pemasaran campuran berdasarkan segmen pengguna spesifik. Implikasi praktis dari temuan ini ditujukan kepada pengelola platform e-commerce lokal untuk memperkuat aspek layanan dan mengadopsi strategi promosi yang lebih adaptif di tengah dinamika pasar digital yang kompetitif.
Referensi
Abdullah, M. A. F. (2020). Toward the best model of purchase decision through online store in Indonesia from the lens of price perception, service quality and marketing communication. Proceedings of the 4th International Conference on Management, Economics and Business (ICMEB 2019), 285–290. https://doi.org/10.2991/aebmr.k.200205.049
Ahdiat, A. (2024, January 15). 5 E-Commerce dengan Pengunjung Terbanyak Sepanjang 2023. Databoks. https://databoks.katadata.co.id/teknologi-telekomunikasi/statistik/3c9132bd3836eff/5-e-commerce-dengan-pengunjung-terbanyak-sepanjang-2023
Angelica, G., & Gunawan, L. (2024). Price, promotion, reliability, and tangibles influence toward Shopee e-commerce platform purchase intention. Journal of Accounting, Entrepreneurship and Financial Technology (JAEF), 6(1), 17–36. https://doi.org/10.37715/jaef.v6i1.4755
Angraini, J. A. (2019). The effect of promotion, quality products, and price on purchase decisions. Journal of World Conference (JWC), 1(1), 225–234. https://doi.org/10.29138/prd.v1i1.70
Assidiki, Z., & Budiman, A. N. (2023). The influence of price, promotion, product quality, and consumer satisfaction on purchasing decisions of Haus!! Research of Business and Management, 1(1), 21–31. https://doi.org/10.58777/rbm.v1i1.20
Budianto, C., Hidayah, T., & Edi, B. Q. R. (2023). Analisis pengaruh harga, promosi, kualitas layanan, citra merek, dan ulasan produk terhadap keputusan pembelian di e-commerce Shopee. JMBI : Jurnal Manajemen Bisnis Dan Informatika, 4(1), 66–80. https://doi.org/10.31967/prodimanajemen.v4i1.910
Creswell, J. W., & Creswell, J. D. (2022). Research design: Qualitative, quantitative, and mixed methods approaches (3rd ed.). SAGE Publications.
Etikan, I., Musa, S. A., & Alkassim, R. S. (2016). Comparison of convenience sampling and purposive sampling. American Journal of Theoretical and Applied Statistics, 5(1), 1–4. https://doi.org/10.11648/j.ajtas.20160501.11
Farida, N., & Kurniawan, I. (2024). The influence of price and service quality on the Shopeefood application on consumer purchasing decisions. DIVERSITY Logic Journal Multidisciplinary, 2(1), 1–7. https://doi.org/10.61543/div.v2i1.37
Field, A. (2017). Discovering statistics using IBM SPSS statistics (5th ed.). SAGE. http://repo.darmajaya.ac.id/5678/1/Discovering%20Statistics%20Using%20IBM%20SPSS%20Statistics%20%28%20PDFDrive%20%29.pdf
Gaol, R. I. L., Hidayat, N., Tampubolon, A., & Gultom, G. A. M. (2024). Analysis of the influence of product price and quality on consumer purchasing decisions (Case study: Economics study program students, Faculty of economics, Medan State University). AURELIA: Jurnal Penelitian Dan Pengabdian Masyarakat Indonesia, 3(2), 1484–1492. https://doi.org/10.57235/aurelia.v3i2.2804
Gujarati, D. N., & Porter, D. C. (2009). Basic econometrics (5th ed.). McGraw Hill.
Humairoh, H., & Annas, M. (2023). Increasing consumer purchasing decisions with sales promotion and service quality. Dinasti International Journal of Economics, Finance & Accounting, 4(2), 301–313. https://doi.org/10.38035/dijefa.v4i2.1823
Jaya, S. L., & Heryjanto, A. (2023). The influence of price, service quality, and product quality on purchase decisions mediated by purchase intention (Empirical study: Kriss Store consumers in Tangerang regency). Journal Research of Social Science, Economics, and Management, 3(3), 798–823. https://doi.org/10.59141/jrssem.v3i3.575
Joshi, A., Kale, S., Chandel, S., & Pal, D. (2015). Likert scale: Explored and explained. British Journal of Applied Science & Technology, 7(4), 396–403. https://doi.org/10.9734/BJAST/2015/14975
Kencana, P. N., Munadjat, B., & Wardani, W. G. (2024). The influence of service quality and promotion on consumer purchasing decisions. International Journal Management and Economic, 3(2), 48–54. https://doi.org/10.56127/ijme.v3i2.1289
Komara, A. T., & Astuti, P. R. (2024). Influence of Promotion and Service Quality on Purchasing Decisions. Informatics Management, Engineering and Information System Journal, 2(1), 1–7. https://doi.org/10.56447/imeisj.v2i1.318
Launtu, A. (2021). The effect of price and product quality on online purchasing decisions: Empirical study in Lazada. Jurnal Manajemen Bisnis, 8(1), 123–132. https://doi.org/10.33096/jmb.v8i1.238
Marcellino, Y., & Pardede, R. (2023). The effect of e-wom, price and service quality on purchasing decisions mediated by marketing strategy (Thrift shop empirical study on Tiktok social media). Journal Research of Social Science, Economics, and Management, 3(3), 824–852. https://doi.org/10.59141/jrssem.v3i3.574
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), 6–18. https://doi.org/10.21070/ijler.v19i2.1093
Nabila, A. I., & Usman, O. (2021). The influence of price, brand trust, and quality of service on product purchase decisions on e-commerce JD.ID. SSRN Electronic Journal, 1–20. https://doi.org/10.2139/ssrn.3768589
Ningtiyas, F., & Sukaris, S. (2021). The influence of promotion, price, and service quality on online purchase decisions. Journal Universitas Muhammadiyah Gresik Engineering, Social Science, and Health International Conference (UMGESHIC), 1(2), 804. https://doi.org/10.30587/umgeshic.v1i2.3453
Ovalia, O., & Rahmawati, M. D. (2024). The roles of prices, promotions, service quality in enhancing consumers’ purchase decision making on Shopeefood with e-wom as intervening variable. Proceedings of Forum Manajemen Indonesia’s International Conferences, 1, 302–322. https://doi.org/10.47747/fmiic.v1i1.2185
Patton, M. Q. (2015). Qualitative research & evaluation methods: Integrating theory and practice (4th ed.). SAGE Publications.
Pramudita, A. S., & Agustia, R. E. (2020). E-service quality dan e-promotion terhadap keputusan pembelian konsumen pada website Traveloka.com. Competitive, 15(2), 106–114. https://doi.org/10.36618/competitive.v15i2.961
Purnama, Y., & Madiawati, P. N. (2021, August 16). The influence of prices, product quality and promotion on customer satisfaction through purchase decision Solaria Sumedang. Proceedings of the International Conference on Industrial Engineering and Operations Management. https://doi.org/10.46254/IN01.20210191
Saldanha, E. de S., Silva, A., Seran, A. N., & Brites da Silva, H. (2021). The empirical model on the relationship among price, service quality and customer purchasing decision: The case of the Dili Tais market in Timor-Leste. Timor Leste Journal of Business and Management, 3, 17–25. https://doi.org/10.51703/bm.v3i2.51
Sondari, T., Satriawan, B., & Afriliani, D. (2023). The influence of promotion and service quality on consumer purchase decisions. Almana : Jurnal Manajemen Dan Bisnis, 7(1), 179–192. https://doi.org/10.36555/almana.v7i1.2152
Tumbio, R. G., & Hairudin, H. (2023). Pengaruh e-service quality, promosi dan harga terhadap minat beli pada e-commerce Shopee saat pandemi Covid-19 di kota Banjarmasin. Jurnal Bisnis Dan Pembangunan, 12(2), 83. https://doi.org/10.20527/jbp.v12i2.17978
Usbaniyah, F., & Hastuti, M. A. S. W. (2024). The influence of price and service quality on purchasing decisions of Bhinneka PGRI University economics study program students on the Shopee e-commerce platform. Jurnal Ekonomi Balance, 20(2), 226–238. https://doi.org/10.26618/jeb.v20i2.14161
Zikmund, W. G., Babin, B. J., Carr, J. C., & Griffin, M. (2013). Business research methods. Cengage Learning. https://books.google.co.id/books?id=veM4gQPnWHgC
.png)
