Email this article 
PRINT ISSNEngaging Purchase Decision of Customers in Marketplace Channel: A Study of Fashion Online Retail
Abstract
The rapid development of internet technology has encouraged many buying and selling activities conducted online, one of which is through the marketplace. Many types of products that can be sold in certain markets only create increasingly fierce competition between markets and sellers who are members of it. Buy a variety of unique and creative promotions offered to attract consumers to buy. However, promotion is apparently not enough for products sold online, there are still many factors that can be determinants of consumer purchasing decisions. Of the many factors, this study aims to determine whether price, trust, e-WOM, social factors, product design, ease of purchase (practicality), and personal factors are factors that drive the purchase of fashion products in the marketplace. This study conducted a factor analysis with Partial Least Square (PLS). The population in this study are people who have been bought in markets such as Toopedia, Shopee, and Bukalapak who live in Surabaya. The sampling technique used was purposive sampling with 385 samples. Data collection in this study was carried out by collecting questionnaires on respondents. The results show the facts of the driving decision of the purchase of fashion products in the market place that can be sorted starting from the biggest influence starting from a trust, ease of shopping (practicality), product design, personal factors, e-WOM, price and finally social factors.
Keywords: Purchase Decision, Price, Trust, E-Wom, Social Factors, Product Design, Ease of Purchase, Personal Factors
Keywords
Full Text:
PDFReferences
Abdillah, Willy., & Jogiyanto (2015). Partial Least Square (PLS) Alternatif Structural Equation Modeling (SEM) dalam Penelitian Bisnis. Andi
Adistya, C., & Idris. (2017).Analisis Pengaruh Kualitas Online Word-of-Mouth dan Keamanan Terhadap Minat Beli Dengan Kepercayaan Sebagai Variabel Intervening pada Pembelian Produk Fashion di Situs Zalora Indonesia di Semarang.Diponegoro Journal of Management, 6(3), 1–11. http://ejournal-s1.undip.ac.id/index.php/dbr
Arda, M., & Andriany, D. (2019). Analisis Faktor Stimuli Pemasaran dalam Keputusan Pembelian Online Produk Fashion Pada Generasi Z. Festival Riset Ilmiah Manajemen Dan Akuntansi, FEB Universitas Muhammadiyah Sumatera Utara, 2010(2), 433–439.
Astari, D., & Nugroho, C. (2017). Motivasi Pembelian Impulsif Online.Channel. 5(2), 33–46.
Bambauer-Sachse, S., & Mangold, S. (2011). Brand Equity Dilution Through Negative Online Word-Of-Mouth Communication.Journal of Retailing and Consumer Services, 18(1), 38–45. https://doi.org/10.1016/j.jretconser.2010.09.003
Bhaduri, G., & Stanforth, N. (2012). To ( Or Not To ) Label Products as Artisanal : Effect of Fashion Involvement On Customer Perceived Value. https://doi.org/10.1108/JPBM-04-2016-1153
Bolton, R. N., Hoefnagels, A., Parasuraman, A. P., & Migchels, N. (2013). Understanding Generation Y and Their Use of Social Media: A Review and Research Agenda. Journal of Service Management.https://doi.org/10.1108/09564231311326987
Connolly, R., & Bannister, F. (2007). Consumer Trust in Internet Shopping in Ireland: Towards The Development of A More Effective Trust Measurement Instrument.Journal of Information Technology, 22(2), 102–118. https://doi.org/10.1057/palgrave.jit.2000071
Chan, K. H. T., Cheung, M. K. C., & Lee, W. Y. Zach. (2017). The State Of Online Impulse-Buying Research: A Literature Analysis. Information Management. 54(2), 204–217.
Davis, D., & Cosenza, R. M. (1993). Business Research for Decision Making (3rded.). Belmont, CA.: Wadsworth Inc.
Gusrita, D., & Rahmidani, R. (2018). Pengaruh Marketing Mix dan Lingkungan Sosial Terhadap Keputusan Pembelian Online Pakaian Wanita di Kota Padang. EcoGen, 1(4).
Goyette, I., Ricard, L., Bergeron, J.,&Marticotte., F. (2010). E‐WOM Scale: Word‐Of‐Mouth Measurement Scale for E‐Services Context. Canadian Journal of Administrative Sciences/Revue Canadienne Des Sciences de l’Administration, 27(1), 5–23.
Hall, A., Towers, N., & Shaw, D. R. (2017). Understanding How Millennial Shoppers Decide What to Buy: Digitally Connected Unseen Journeys.International Journal of Retail and Distribution Management, 45(5), 498–517. https://doi.org/10.1108/IJRDM-11-2016-0206
Hanaysha, J. R. (2018). An Examination of The Factors Affecting Consumer’s Purchase Decision in The Malaysian Retail Market.PSU Research Review, 2(1), 7–23. https://doi.org/10.1108/prr-08-2017-0034
Harris, L. C., & Goode, M. M. H. (2004).The Four Levels of Loyalty and The Pivotal Role of Trust: A Study of Online Service Dynamics.Journal of Retailing, 80(2), 139–158. https://doi.org/10.1016/j.jretai.2004.04.002
Hyseni, L., Elliot-Green, A., Lloyd-Williams, F., Kypridemos, O., Flaherty, M., McGill, R., Orton, L., Bromley, H., Cappucio, F. P., & Capewell, S. (2017). Systematic Review of Dietary Salt Reduction Policies: Evidence For An Effectiveness Hierarchy?. Plos One, https://doi.org/10.1371/journal.pone.0177535.
Istanti, F. (2017). Pengaruh Harga, Kepercayaan, Kemudahan Berbelanja dan E-promosi Terhadap Keputusan Pembelian Belanja Online di Kota Surabaya. Jurnal Bisnis & Teknologi Politeknik, 4(1), 14–22.
Jacobsen, S. (2018). Why Did I Buy This?:The Effect ofWOM and Online Reviews On Post Purchase Attribution For Product Outcomes. Journal of Research in Interactive Marketing, 12(3), 370–395. https://doi.org/10.1108/JRIM-12-2017-0102
Kamilullah, J., Kusyanti, A., & Aryadita, H. (2018). Analisis Pengaruh Kepercayaan , Kepuasan , dan Reputasi Terhadap Loyalitas Konsumen Online Shop dalam Pembelian Produk di Toko XYZ.2(7), 2660–2669.
Kudeshia, C., & Kumar, A. (2017). Social Ewom: Does it Affect The Brand Attitude and Purchase Intention of Brands? Management Research Review, 40(3), 310–330. https://doi.org/10.1108/MRR-07-2015-0161
Loureiro, S. M. C., Costa, I., & Panchapakesan, P. (2017). A Passion for Fashion: The Impact of Social Influence, Vanity and Exhibitionism On Consumer Behaviour.International Journal of Retail and Distribution Management, 45(5), 468–484. https://doi.org/10.1108/IRDM-11-2016-0202
Nurwibowo, R. W., & Indriani, F. (2017). Analisis Faktor – Faktor yang Mempengaruhi Minat Beli Konsumen Terhadap Produk Fashion Online Melalui Jejaring Sosial Instagram.6, 1–9.
Prasad, S., Garg, A., & Prasad, S. (2018). Purchase Decision of Generation Y in an Online Environment.Marketing Intelligence & Planning, 37(4), 372-385, https://doi.org/10.1108/MIP-02-2018-0070.
Rahman, M. S., & Mannan, M. (2018). Consumer Online Purchase Behavior of Local Fashion Clothing Brands: Information Adoption, E-WOM, Online Brand Familiarity and Online Brand Experience. Journal of Fashion Marketing and Management, 22(3), 404–419. https://doi.org/10.1108/JFMM-11-2017-0118
Rehman, F., Yusoff, R., Zabri, S. B. M., Ismail, F. B. (2017). Determinants of Personal Factors in Influencing The Buying Behavior of Consumers in Sales Promotion: A Case of Fashion Industry.
Singh, S., &Srivastava, S. (2019). Engaging Consumers in Multichannel Online Retail Environment: A Moderation Study of Platform Type on Interaction of 49 E-Commerce and M-Commerce
Suganya, S., & Beena, J. M. (2017). A Study on Factors Influencing Impulsive on Buying Behavior Among Women in Thanjavur District. International Journal of Applied Research, 3(1), 35-37
Susenas. (2018, Juli 23). 9 Kegiatan Masyarakat Indonesia Ketika Mendapat Akses Internet. Retrieved from https://databoks.katadata.co.id/datapublish/2018/07/23/9-kegiatan- masyarakat-indonesia-ketika-mendapat-akses-internet
Torres, J. A. S., & Arroyo-Cañada, F. J.(2017). Building Brand Loyalty in E- Commerce of Fashion Lingerie. Journal of Fashion Marketing and Management, 21(1), 103–114. https://doi.org/10.1108/JFMM-05-2016-0047
Viswanathan, V., &Jain, V. (2013). A Dual-System Approach to Understanding “Generation Y” Decision Making. Journal of Consumer Marketing.
Wahyuni, P. R., & Kurniawan, D. T. (2019). Pengaruh Interaksi Harga dan Desain atau Motif Batik Terhadap Keputusan Pembelian Batik.Cemara, 16(1)
We Are Social. (2018, Februari 2). Produk Fesyen dan Kecantikan Paling Diminati di Belanja Online. Retrieved from https://databoks.katadata.co.id/datapublish/2018/02/07/produks-fesyen-dan 50 kecantikan-paling-diminati-di-belanja-online
Wiedmann, K., Hennigs, N., &Siebels, A. (2009). Value-Based Segmentation of
Luxury Consumption Behavior. Psychology &Marketing, 26(7): 625–651
Zhang, T., Omran, B. A., & Cobanoglu, C. (2017). Generation Y’s Positive and Negative Ewom: Use of Social Media and Mobile Technology. International Journal of Contemporary Hospitality Management, 29(2), 732-761
DOI: https://doi.org/10.26905/jbm.v7i2.4451
Refbacks
- There are currently no refbacks.
Jurnal Bisnis dan Manajemen |
- Address: Terusan Dieng Street 62-64 Malang, Indonesia
- Website: http://jurnal.unmer.ac.id/index.php/jbm
- Email: [email protected]
- Phone: +62 812-6060-7222
