The Influence Of Company Reputation, Digital Marketing And Price Perception On Purchasing Decisions In The Shopee Marketplace

Galuh Roslan Nugraha; Adi Mulya Abdilah; Lis Tatin Hernidatiatin; Agustina Agustina

doi:10.55227/ijhess.v4i6.1657

Authors

Galuh Roslan Nugraha Universitas swadaya gunung jati
Adi Mulya Abdilah universitas swadaya gunung jati
Lis Tatin Hernidatiatin Management Study Program, Faculty OF Economics and Business, Swadaya Gunung Jati University
Agustina Agustina Management Study Program, Faculty OF Economics and Business, Swadaya Gunung Jati University

DOI:

https://doi.org/10.55227/ijhess.v4i6.1657

Keywords:

Price Perception, Corporate Reputation, Digital Marketing, Purchasing Decision

Abstract

Unhealthy price competition in the market, especially due to predatory pricing practices, is a challenge for small and medium enterprises (SMEs). This study aims to analyze the influence of company reputation, digital marketing, and price perception on purchasing decisions in the Shopee marketplace. A quantitative approach was used with a survey method involving 200 respondents from the Cirebon area. After screening, the final sample size analyzed was 180 respondents. Data were collected through a questionnaire and analyzed using Structural Equation Modeling - Partial Least Squares (SEM-PLS) with the help of SPSS 25.0. The results showed that price perception had a significant influence on purchasing decisions (p < 0.05), indicating that consumers tend to consider price when transacting on Shopee. Company reputation approached significance, while digital marketing did not show a significant influence, although it still played a role in attracting consumer attention. The regression model used proved strong (F = 27.840, p < 0.000), indicating that the independent variables collectively influenced purchasing decisions. In conclusion, the most dominant factor influencing purchasing decisions on Shopee is price perception. Although company reputation and digital marketing did not show strong individual significance, both still contribute collectively. Therefore, improving price transparency, maintaining positive company image, and enhancing digital marketing strategies are essential to increase consumer purchasing decisions in online marketplaces like Shopee.

References

Adawiyah, N., Hapshoh, A., Wusko, AU, & Pasuruan, UY (2025). The Influence of Augmented Reality Marketing, Online Customer Review, Price Perception on Purchase Decision and Repurchase Intention (Study on Maybelline Official Store Consumers on Shopee). 5(1), 10–18.

Ani, N. (2023). The Influence of Digital Marketing, Electronic Word of Mouth and Lifestyle on Purchasing Decisions on Tiktok Shop Indonesia. BISMA: Business and Management Journal, 1(04), 37–44. https://doi.org/10.59966/bisma.v1i04.398

Aprelyani, S., Ali, H., Sawitri, NN, & Silalahi, EE (2024). The Influence of Price and Product Quality on Purchase Decisions of Somethinc Skincare Products on Generation Z Through Purchase Interest on E-Commerce Shopee. 2(3), 162–175.

Ardhiyanto, W., & Febrilia, I. (2024). The Influence of Electronic Word of Mouth, Electronic Service Quality, and Price Perception on Repurchase Interest with …. Indonesian Journal of Economy …, 4(2), 326–346. http://ijebef.esc-id.org/index.php/home/article/view/165%0Ahttps://ijebef.escid.org/index.php/home/article/download/165/137

Ari, M., Fanggidae, R., Dhae, Y., & Fanggidae, A. (2023). The Influence of Consumer Behavior and Consumer Perception on Purchase Decisions for Used Clothing Products in Kupang City (Study on Students of Nusa Cendana University). GLORY Journal of Economics and Social Sciences, 4(2), 335–447. https://ejurnal.undana.ac.id/index.php/glory/article/view/10286

Citaningtyas Ari Kadi, D., Ula Ananta Fauzi, R., Ahmad, AH, & Putri Wardani, W. (2023). The Influence of Price Perceptions, Product Reviews, and Convenience on Purchase Decisions At Tokopedia E-Commerce. Asian Journal of Business and Economics, 17(2), 239–252. https://doi.org/10.32815/jibeka.v17i2.1698

Desiyanti, Rika, and AAMK (2020). Financial Iteration on Business Performance: The Moderating Effect of Religiosity Among SMEs in Sumatra, Indonesia. International Journal of Academic Research in Accounting, Finance and Management Sciences 10(2): 87–99., 10(1), 39–50.

Dwi Tamara, C., Nurlinda, R., & Penulis, K. (2024). The Influence of Product Quality, Lifestyle, Country Of Origin on Purchasing Decisions. Journal of Creative Management and Innovation, 2(2), 275–295. https://doi.org/10.59581/jmki-widyakarya.v2i2.3044

Fadil, A. (2023). The Influence of Brand Image, Service Quality, and Price Perception on Consumer Purchasing Decisions on E-Commerce Zalora Indonesia. Journal of Indonesia Marketing Association, 2(1), 41–61. https://journal-ima.org

Halizah, SN, Infante, A., & Darmawan, D. (2022). The Formation of Shopee Customer Trust Through Relationship Quality, Reputation and Marketplace Security. Economics, Finance, Investment and Sharia (EKUITAS), 4(1), 256–261. https://doi.org/10.47065/ekuitas.v4i1.1712

Indasari, SS, & Tjahyanto, A. (2024). Decision Support Model in Compiling Owner Estimate for FMCGs Products from Various Marketplaces with TF-IDF and LSA-based Clustering. Procedia Computer Science, 234, 455–462. https://doi.org/10.1016/j.procs.2024.03.027

Jessica, I. (2021). The Influence of Advertising Appeals on Repurchase Intention with Celebrity Endorser as a Moderating Variable (Study on Journal of Marketing Strategy.https://publication.petra.ac.id/index.php/manajemenpemasaran/article/view/11969%/article/download/11969/10539

Maulana, I. (2021). The Role of Service Delivery and Operations, on Patient Satisfaction and Its Impact on Hospital Reputation. Journal of Economics and Business, 8(1), 72–77.

Ngo, TTA, Nguyen, HLT, Nguyen, HP, Mai, HTA, Mai, THT, & Hoang, PL (2024). A comprehensive study on factors influencing online impulse buying behavior: Evidence from Shopee video platform. Heliyon, 10(15), e35743. https://doi.org/10.1016/j.heliyon.2024.e35743

Nivornusit, R., Kraiwanit, T., & Limna, P. (2024). Food delivery competition in the digital economy: Price war strategy in a developing country. Digital Business, 4(1), 100076. https://doi.org/10.1016/j.digbus.2024.100076

Nur, DS, & Octavia, A. (2022). The Influence of Electronic Word of Mouth on Purchasing Decisions with Consumer Trust as a Mediator on the Shopee Marketplace in Jambi City. Journal of Applied Management and Finance, 11(2), 387–399. https://doi.org/10.22437/jmk.v11i2.17960

Panda, D., Masani, S., & Dasgupta, T. (2022). Packaging-influenced-purchase decisions segment the bottom of the pyramid consumer marketplace? Evidence from West Bengal, India. Asia Pacific Management Review, 27(2), 145–153. https://doi.org/10.1016/j.apmrv.2021.06.004

Petcharat, T., & Leelasantitham, A. (2021). A retentive consumer behavior assessment model of the online purchase decision-making process. Heliyon, 7(10), e08169. https://doi.org/10.1016/j.heliyon.2021.e08169

Prayuda, Y., & Anwar, A. (2023). The influence of trust, convenience, and price on online purchasing decisions of Shopee consumers in Padang City. Valuation Journal: Scientific Journal of Management and Entrepreneurship, 3(2), 630–646.

Putri, PM, & Marlien, R. . (2022). The Influence of Digital Marketing on Online Purchasing Decisions. Jesya (Journal of Economics & Islamic Economics), 5(1), 25–36. https://doi.org/10.36778/jesya.v5i1.510

Sakbania Alisa, SR (2023). The Influence of Product Quality, Brand Image, and Price Perception on Lenovo Laptop Purchasing Decisions Among Workers. Sneba, Volume 3, 272–284. https://ejurnal.umri.ac.id/index.php/sneba/article/view/5972

Surya Sinar Christian, A. (2023). Analysis of the Influence of Company Brand Perception, Brand Awareness, Product Quality and Price Perception on Repurchase Intention. Journal of Locus Research and Community Service, 2(8), 766–779. https://doi.org/10.58344/locus.v2i8.1590

Tandibua, BR, & Nainggolan, BM (2023). The Influence of Price Perception, Promotion, and Service Quality on Ticket Purchase Decisions at Air Asia Indonesia. Panorama Nusantara, 18(2), 1–14.

Wang, C., Liu, T., Zhu, Y., Wang, H., Wang, X., & Zhao, S. (2023). The influence of consumer perception on purchase intention: Evidence from cross-border E-commerce platforms. Heliyon, 9(11), e21617. https://doi.org/10.1016/j.heliyon.2023.e21617