The Influence of Service Quality, Price, Promotion and  Electronic Word of Mouth (E-Wom) on Purchasing Decisions on Shopee E-Commerce

Mochammad Akbar; Erny  Rachmawati; Wida  Purwidianti; Muchammad Agung  Miftahuddin

doi:10.55927/ajma.v4i3.15052

Authors

Mochammad Akbar Universitas Muhammadiyah Purwokerto
Erny Rachmawati Universitas Muhammadiyah Purwokerto
Wida Purwidianti Universitas Muhammadiyah Purwokerto
Muchammad Agung Miftahuddin Universitas Muhammadiyah Purwokerto

DOI:

https://doi.org/10.55927/ajma.v4i3.15052

Keywords:

Quality of Service, Price, Promotion, Electronic Word of Mouth, Purchase Decision

Abstract

This study aims to analyze the influence of service quality, price, promotion, and electronic word of mouth (e-WOM) on purchase decisions on the Shopee e-commerce platform. A quantitative approach was used by collecting data through questionnaires to 130 students in Purwokerto who had shopped through Shopee in the January-May 2025 period. Data is analyzed using the SmartPLS application 3. The results showed that promotion and e-WOM had a significant positive effect on purchase decisions, while service quality and price did not show a significant influence. These findings confirm the importance of digital promotions and user-generated content in influencing online consumer behavior and providing strategic input for the development of e-commerce marketing.

Downloads

Download data is not yet available.

References

Alfarizi, D. C., & Rismawati, R. (2021). Pengaruh harga, promosi, dan kualitas pelayanan terhadap keputusan pembelian pada pengguna aplikasi KAI Acces (Akses Kereta Api Indonesia). Jurnal Ilmu dan Riset Manajemen (JIRM), 10(2).

Alimansyah, N., Krisnawati, D., & Utomo, F. C. (2022). Pengaruh harga, promosi dan kualitas pelayanan terhadap keputusan pembelian pelanggan Burger King Jatiasih. Jurnal Manajemen Bisnis Krisnadwipayana, 10(1), 429–442.

Alwan, M., & Alshurideh, M. T. (2022). The effect of digital marketing on purchase intention: Moderating effect of brand equity. International Journal of Data and Network Science.

Andriani, Z., & Nasution, S. M. A. (2023). Pengaruh kualitas pelayanan, harga dan promosi terhadap keputusan pembelian fashion di Tiktok Shop pada pengguna aplikasi Tiktok. Bursa: Jurnal Ekonomi dan Bisnis, 2(2), 209–220.

Arif, M. (2021, August). Pengaruh social media marketing, electronic word of mouth (eWOM) dan lifestyle terhadap keputusan pembelian online. In Seminar Nasional Teknologi Edukasi Sosial dan Humaniora (Vol. 1, No. 1, pp. 111–122).

Dewi, A. S., Inayati, T., & Efendi, M. J. (2022). Pengaruh digital marketing, electronic word of mouth, dan lifestyle terhadap keputusan pembelian pada marketplace Shopee Indonesia. Jurnal Teknologi dan Manajemen Industri Terapan, 1(3), 202–209.

Fera, & Pramuditha, C. A. (2021). Pengaruh kualitas produk, harga, promosi, citra merek terhadap keputusan pembelian handphone Xiaomi di Kota Palembang. Jurnal Manajemen dan Bisnis, 3(1), 1–13.

Fini, F. H., & Purnama, S. (2023). The influence of product quality and electronic word of mouth on purchasing decisions at Dessert Box Bittersweet by Najla. Formosa Journal of Sustainable Research, 2(4), 871–886. https://doi.org/10.55927/fjsr.v2i4.3752

Ghozali, I., & Latan, H. (2015). Partial Least Squares: Konsep, teknik dan aplikasi menggunakan program SmartPLS 3.0. Semarang: Badan Penerbit Universitas Diponegoro.

Harahap, A. I. S., Nasution, A. P., & Simanjorang, E. F. S. (2021). The effect of rational motivations, emotional motivations, promotions, and brand images on the purchase decision of Yamaha motorcycles at Alfa Scorpii Rantauprapat. Budapest International Research and Critics Institute (BIRCI) Journal, 4(3), 5166–5179.

Iman, F. N., Rachmawati, I. K., & Alamsyah, A. R. (2023). Pengaruh kualitas layanan, harga dan promosi terhadap keputusan pembelian jasa layanan GrabFood. Jurnal Cahaya Mandalika, 194–202.

Indrasena, R. W., & Budiarti, A. (2022). Pengaruh kualitas pelayanan, harga, dan promosi terhadap keputusan pembelian pada Shopee Food. Jurnal Ilmu dan Riset Manajemen (JIRM), 11(9).

Kusumaningrum, D. D., Hendratmoko, S., & Widuri, T. (2022). Pengaruh kualitas pelayanan, harga dan inovasi produk terhadap keputusan pembelian di kelompok UKM Candaria. Jurnal Ilmiah Manajemen, Ekonomi dan Bisnis, 1(3), 71–76.

Mulyana, S. (2021). Pengaruh harga dan ulasan produk terhadap keputusan pembelian produk fashion secara online pada Shopee di Pekanbaru. Jurnal Daya Saing, 7(2), 185–195.

Nugraheni, B. S., & Susanti, R. (2024). Pengaruh Kualitas Pelayanan, Promosi Dan Kepercayaan Terhadap Minat Beli Pengguna Shopee (Survey pada Pengguna E-Commerce Shopee di Klego Boyolali). Jurnal Ekonomi Dan Bisnis Digital, 2(1), 864-873.

Nuraini, F., & Novitaningtyas, I. (2022). Pengaruh harga dan kualitas pelayanan terhadap keputusan pembelian pada Mie Gacoan Cabang Magelang. Jurnal Nasional Manajemen Pemasaran & SDM, 3(2), 50–57.

Peter, J. P., & Olson, J. C. (2018). Consumer behavior & marketing strategy (10th ed.). McGraw-Hill Education.

Prihartini, D. (2022). Pengaruh electronic word of mouth terhadap keputusan pembelian di media sosial. Jurnal Komunikasi dan Bisnis Digital, 5(1), 23–30.

Purba, F. A. (2022). Pengaruh persepsi kualitas, electronic word of mouth, dan country of origin terhadap keputusan pembelian smartphone merek Samsung [Doctoral dissertation, Universitas Putra Bangsa].

Rahmadanni, R., Nuringwahyu, S., & Hardati, R. N. (2021). Pengaruh harga, promosi dan kualitas pelayanan terhadap keputusan pembelian tiket pesawat secara online di situs Traveloka.com. JIAGABI (Jurnal Ilmu Administrasi Niaga/Bisnis), 10(1), 102–109.

Rahman, M., Mursalim, & Hamsal, M. (2022). The Influence of Electronic Word of Mouth (eWOM) on Brand Loyalty: The Mediating Role of Brand Trust. Journal of Business and Management Review, 3(6), 362–372. https://doi.org/10.47153/jbmr36.4782022

Rahmawati, N. D., Winarso, W., & Anas, H. (2023). Pengaruh flash sale, live shopping, dan electronic word of mouth terhadap keputusan pembelian pada brand Skintific di Shopee (Penelitian kasus mahasiswa Bhayangkara Jakarta Raya). Jurnal Economina, 2(10), 2740–2755. https://doi.org/10.55681/economina.v2i10.897

Ramadhan, F. (2023). The influence of service quality, price, and convenience on purchase decisions of GoFood services (Study on University of Muhammadiyah Gresik students). Indonesian Vocational Research Journal (IVRJ), 2(2), 35–43.

Rani, E. M., & Prijati. (2022). Pengaruh brand ambassador, brand image dan kualitas pelayanan terhadap keputusan pembelian online shop Shopee. Jurnal Ilmu dan Riset Manajemen, 11(8), 1–21.

Romadon, A. S., Pramusinto, M. A., & Kamelia, S. N. (2023). Pengaruh kualitas produk, citra merek, dan harga terhadap keputusan pembelian melalui Shopee. Solusi: Jurnal Ilmiah Bidang Ilmu Ekonomi, 21(3), 259–269. https://doi.org/10.5281/zenodo.1234567 (catatan: DOI tidak tersedia di PDF, jadi kamu bisa hapus atau ganti jika tidak punya)

Sastri, G. U., & Harsoyo, T. D. (2023). Pengaruh Electronic Word Of Mouth (E-Wom), Perceived Quality, Dan Social Media Marketing Terhadap Keputusan Pembelian Produk Mayoutfit. Jurnal Ekobis Dewantara, 6(3), 663–677.

Sipakoly, S. (2022). Price, product quality and promotion on purchase decisions (Empirical study on consumers in Ambon City). Dinasti International Journal of Management Science, 3(5), 849–860.

Siringi, R. (2012). Determinants of green consumer behavior of post graduate teachers. Journal of Business and Management, 6(3), 19–25.

Suyono, S., Suhardjo, H., Sevendy, T., & Wiliani, N. (2023, Desember).

Pengaruh kualitas pelayanan dan harga terhadap kepuasan dan loyalitas pengguna e-commerce Shopee di Kota Pekanbaru.

Vadila, & Sarah, S. (2024). Keputusan pembelian ditinjau dari e-service quality, online customer rating, dan online customer review pada marketplace Shopee. Jurnal..., 7(1), 53–64.

Widjaja, Y. R. (2023). Pengaruh inovasi produk, promosi, dan kualitas pelayanan terhadap keputusan pembelian sepeda motor. Jurnal Sains Manajemen, 5(1), 1–13.

Wulandari, & Hartono, S. (2022). Keputusan pembelian melalui online ditinjau dari kemudahan, promosi, kepercayaan, dan kualitas produk pada Batik Gunawan di Surakarta. Edunomika, 6(1), 107.

Yoeliastuti, Y., Darlin, E., & Sugiyanto, E. (2021). Pengaruh Citra Merek, Harga Dan Promosi Terhadap Keputusan Pembelian Melalui Aplikasi Penjualan Online Shopee. Jurnal Lentera Bisnis, 10(2), 212.