The Effect of Price, Promotion, and Ease of Use of Applications on Purchasing Decisions with Purchase Intention as an Intervening Variable at Pasarnow
DOI:
https://doi.org/10.54964/satyamandiri.v9i2.387Keywords:
price, ease of use, purchase decision, purchase interest, promotionAbstract
This research aims to explore the impact of price, promotion, and app usability on purchasing decisions through buying interest as an intervening variable on Pasarnow. The study involves 217 Pasarnow customer respondents, and data is collected through a questionnaire. The analysis utilizes path analysis as a quantitative technique with SPSS 22 & AMOS 24. Findings reveal that the price directly and significantly influences buying interest, as does promotion and app usage ease. Price directly but insignificantly affects purchase decisions. Promotion has no direct impact on purchase decisions, while app usage ease directly and significantly affects them. Buying interest also directly and significantly influences purchase decisions. Additionally, price has an indirect and insignificant effect on purchase decisions through buying interest, similar to promotion and app usage ease.
References
Abzari, Mehdi, Reza A. Ghassemi, dan L. N. V. 2014). Menganalisis Pengaruh Media Sosial pada Sikap Merek dan Niat Membeli: Kasus Perusahaan Khodro Iran. Jurnal Ilmu Sosial dan Perilaku, Vol. 143, 822– 826. https://cyberleninka.org/article/n/930153
Amilia dan Asmara. 2017. Pengaruh Citra Merek, Harga, dan Kualitas Produk Terhadap Keputusan Pembelian Handphone Merek Xiaomi di Kota Langsa. Jurnal Manajemen dan Keuangan. Vol 6 (1): 660-669. https://ejurnalunsam.id/index.php/jmk/article/view/213
Batlajery, S. dan Alfons, M. 2019. Analisis Pengaruh Hubungan Masyarakat Dan Promosi Penjualan Terhadap Proses Pengambilan Keputusan Untuk Membeli Isi Ulang Air Di Merauke. Vol 10 (3): 759–765. https://papers.ssrn.com/sol3/papers.cfm?abstract_id=3452394
Ernestivita, G. 2018. Analisis Pengaruh Place, Promotion, Dan People Terhadap Keputusan Konsumen Melakukan Pembelian Produk Pasar Modal Dengan Menggunakan Jasa Equity Brokerage Di Pt Sucorinvers Central Gani Cabang Kediri. Jurnal Nusantara Aplikasi Manajemen Bisnis, Vol 1 (2), 10–20. https://doi.org/10.29407/nusamba.v1i2.455
Firmanyah, M. A. 2019. Pemasaran Produk dan Merek: Perencanaan dan Strategi. Penerbit Media Qiara
Fitriah Maria. 2018. Komunikasi Pemasaran Melalui Desain Visual. Yogyakarta: Deepublish
Furi, Ratna, Nur Hidayati, and Siti Asiyah. 2020. “Pengaruh Keamanan, Kemudahan, Kepercayaan Dan Pengalaman Berbelanja Terhadap Minat Beli Online Pada Situs Jual Beli Shopee.” E-Journal Riset Manajemen. Vol 9(2):96–109. https://jurnal.stie-aas.ac.id/index.php/jie/article/download/2765/pdf
Hartono, Jogiyanto. (2008). Sistem Informasi Keperilakuan. Yogyakarta: Andi.
Hasan, Ali. 2018. Marketing dan Kasus- Kasus Pilihan. Yogyakarta: CAPS (Center For Academic Publishing Service).
Hidayar, Taufan. 2020. Analisis Pengaruh Produk, Harga, Promosi Dan Lokasi Terhadap Keputusan Pembelian. Volume 17. 95-105
Kotler, Philip dan Gary Armstrong. 2018. Prinsip Pemasaran, Edisi ke-17. New Jersey: Balai Pearson Prentice.
Limpo, Lita. (N.D.). Meryana. 2017. Pengaruh Kepercayaan dan Keputusan Mudah Pembelian Online Terhadap Produk Fashion Khusus. Jurnal Internasional Sains dan Penelitian (IJSR). doi:10.21275/ART20177118
Stefani, Yosi & Noviarti. 2019. Dampak Ekonomi Makro Dan Kinerja Pasar Modal Asia Terhadap Pasar Modal Indonesia Periode 2014-2018. Jurnal Manajemen Universitas Satya Negara Indonesia. Vol 4 No 1: 71-85 https://doi.Org/10.54964/Manajemen.V4i1.135
Tjiptono Fandy. 2020. Strategi Pemasaran Prinsip dan Penerapan. Penerbit Andi. Yogyakarta
Tjiptono, Fandy. 2017. Strategi Pemasaran, Edisi 4, Yogyakarta: Andi
Downloads
Published
How to Cite
Issue
Section
License
Copyright (c) 2024 Jurnal Satya Mandiri Manajemen dan Bisnis
This work is licensed under a Creative Commons Attribution-NonCommercial-ShareAlike 4.0 International License.
