Published: 2025-04-10
Investigasi Dampak Harga dan Variety Seeking pada Keputusan Pembelian Online
DOI: 10.35870/emt.v9i2.4007
Elizabeth, Betty Rahayu, Nurnaningsih Utiarahman, Anindya Putri Pradiptha, Dicky Jhon Anderson Butarbutar
-
Elizabeth:
Universitas Budi Luhur
-
Betty Rahayu:
Universitas Darul Ulum
-
Nurnaningsih Utiarahman:
Universitas Gorontalo
-
Anindya Putri Pradiptha:
Universitas Budi Luhur
-
Dicky Jhon Anderson Butarbutar:
Binus University
Abstract
The purpose of this research is to test the influence of price and variety seeking on purchasing decisions for Zalora products. This research uses a quantitative method with regression analysis. The sampling technique uses purposive sampling and a sample size of 94 respondents was obtained by distributing questionnaires to consumers who have purchased Zalora products. The data was analyzed using Partial Least Square-Structural Equation Modeling (PLS-SEM). The results of this research indicate that price and variety seeking, both partially and simultaneously, have a positive and significant effect on purchasing decisions for Zalora products. The R-Square Adjusted value of purchasing decisions is 0.791, which means that purchasing decisions are influenced by price and variety seeking variables by 79.1%, the remaining 20.9% is influenced by other factors outside this research, such as: location, buying interest, and others. The results of this research can be used as evaluation material for companies that trade fashion products to pay more attention to price and variety seeking so that purchasing decisions for their products can be optimized.
Keywords
Article Information
This article has been peer-reviewed and published in the Jurnal EMT KITA. The content is available under the terms of the Creative Commons Attribution 4.0 International License.
-
Issue: Vol. 9 No. 2 (2025)
-
Section: Articles
-
Published: 2025-04-10
-
License: CC BY 4.0
-
Copyright: © 2025 Authors
-
DOI: 10.35870/emt.v9i2.4007
AI Research Hub
This article is indexed and available through various AI-powered research tools and citation platforms. Our AI Research Hub ensures that scholarly work is discoverable, accessible, and easily integrated into the global research ecosystem.
Elizabeth, Universitas Budi Luhur
Program Studi Manajemen Pemasaran, Fakultas Ekonomi dan Bisnis, Universitas Budi Luhur, Kota Jakarta Selatan, Daerah Khusus Ibukota Jakarta, Indonesia.
Betty Rahayu, Universitas Darul Ulum
Universitas Darul Ulum, Kabupaten Jombang, Provinsi Jawa Timur, Indonesia.
Nurnaningsih Utiarahman, Universitas Gorontalo
Program Studi Manajemen, Universitas Gorontalo, Kabupaten Gorontalo, Provinsi Gorontalo, Indonesia.
Anindya Putri Pradiptha, Universitas Budi Luhur
Program Studi Manajemen Pemasaran, Fakultas Ekonomi dan Bisnis, Universitas Budi Luhur, Kota Jakarta Selatan, Daerah Khusus Ibukota Jakarta, Indonesia.
Dicky Jhon Anderson Butarbutar, Binus University
Program Studi Digital Business Department, BINUS Business School Undergraduate Program, Universitas Bina Nusantara, Kota Jakarta Barat, Daerah Khusus Ibukota Jakarta, Indonesia.
-
Ansori, P. B., & Fatimah, S. (2022). Pengaruh kualitas produk dan harga terhadap keputusan pembelian produk Cardinal Casual pada Ska Mall Pekanbaru. Jurnal Apresiasi Ekonomi, 10(1), 78–87. https://doi.org/10.31846/jae.v10i1.436.
-
Budiarti, L., & Wijayanti, R. F. (2024). Perilaku variety seeking generasi Z serta dampaknya terhadap brand switching. J-Macc: Journal of Management And Accounting, 7(1), 1–8. https://doi.org/10.52166/j-macc.v7i1.5678.
-
Destyana, Y., & Handoyo, S. E. (2023). Pengaruh digital marketing, perceived ease of use, dan ragam produk terhadap minat beli serta pengaruhnya pada keputusan pembelian melalui e-commerce Shopee di Jabodetabek. Jurnal Manajemen Bisnis Dan Kewirausahaan, 7(2), 390–399. https://doi.org/10.24912/jmbk.v7i2.23363.
-
Jackson, R. S. W. (2013). Kualitas produk, harga, promosi dan kualitas pelayanan pengaruhnya terhadap keputusan pembelian spring bed Comforta. EMBA: Jurnal Riset Ekonomi, Manajemen, Bisnis dan Akuntansi, 1(4), 607–618. https://doi.org/10.35794/emba.1.4.2013.2741.
-
Ju, X. (2015). Consumers’ variety seeking: From an information perspective. International Business Research, 8(3), Article 3. https://doi.org/10.5539/ibr.v8n3p42.
-
Nurfauzi, Y., Taime, H., Hanafiah, H., Yusuf, M., Asir, M., Majenang, S., Jambatan Bulan, S., Bina Bangsa, U., Bandung, S., & Makassar, I. (2022). Literature review: Analysis of factors influencing purchasing decisions, product quality and competitive pricing. Management Studies And Entrepreneurship Journal, 4(1), 183–188. https://doi.org/10.37385/msej.v4i1.1246.
-
Palma, M. A., Iriani, S. S., & Harti, H. (2021). Effect of variety seeking and electronic word of mouth on brand switching (Study on millennial generation modern coffee shop consumers in Surabaya). International Journal of Multicultural and Multireligious Understanding, 8(8), Article 8. https://doi.org/10.18415/ijmmu.v8i8.2976.
-
Pebrianti, W., Ningtias, F. O., Ahmadi, Listiana, E., & Ramadania. (2023). Pengaruh perilaku mencari variasi dan kualitas website pada loyalitas pelanggan melalui kepuasan pelanggan sebagai variabel intervening studi empiris di Netflix. Jurnal Manajemen Dan Keuangan, 12(2), Article 2. https://doi.org/10.33059/jmk.v12i2.7521.
-
Putri, G. E. (2021). Faktor-faktor mempengaruhi keputusan pembelian produk fashion secara online melalui e-commerce. Jurnal Universitas Negeri Yogyakarta, 16(1), 1–8. https://journal.uny.ac.id/index.php/ptbb/article/view/44667.
-
Ragatirta, L. P., & Tiningrum, E. (2020). Pengaruh atmosphere store, desain produk dan citra merek terhadap keputusan pembelian (Studi kasus di Rown Division Surakarta). Excellent, 7(2), Article 2. https://doi.org/10.36587/exc.v7i2.793.
-
Rahayu, B., Heryadi, D. Y., Novita, Y., Siallagan, D. N., & Syamsulbahri. (2023). Analysis of the influence of e-service quality and brand awareness on customer satisfaction of marketplace Bukalapak. JEMSI (Jurnal Ekonomi, Manajemen, dan Akuntansi, 9(5), 1908–1912.
-
Saputri, M. E. (2016). Pengaruh perilaku konsumen terhadap pembelian online produk fashion pada Zalora Indonesia. Jurnal Sosioteknologi, 15(2), 291–297. https://doi.org/10.5614/sostek.itbj.2016.15.02.11.
-
Satria, E. (2023). Keputusan pembelian yang ditinjau dari pengaruh citra merek, persepsi harga, dan kualitas produk: Studi kasus pada toko bangunan Berkah Desa Lempur Danau. Al Dzahab, 4(2), Article 2. https://doi.org/10.32939/dhb.v4i2.2429.
-
Setiawan, W., & Suprihhadi, H. (2020). Pengaruh harga, kualitas produk dan citra merek terhadap keputusan pembelian mobil Toyota All New Kijang Innova Reborn. Jurnal Ilmu Dan Riset Manajemen, 8(11), 1–17.
-
Sudirjo, F., Sutaguna, I. N. T., Kaharuddin, Rukmana, A. Y., & Rahayu, B. (2023). Antam marketing mix strategy. Wawasan: Jurnal Ilmu Manajemen, Ekonomi dan Kewirausahaan, 1(4), 237–254. https://doi.org/10.58192/wawasan.v1i4.1259.
-
Sutaguna, I. N. T., Norvadewi, Rahayu, B., Rukmana, A. Y., & Yulianti, M. L. (2023). Implementation of social media marketing in MSMEs. Jurnal Pengabdian dan Kemitraan Masyarakat (ALKHIDMAH), 1(3), 140–150. https://doi.org/10.59246/alkhidmah.v1i3.436.
Authors who publish with this journal agree to the following terms:
1. Copyright Retention and Open Access License
Authors retain copyright of their work and grant the journal non-exclusive right of first publication under the Creative Commons Attribution 4.0 International License (CC BY 4.0).
This license allows unrestricted use, distribution, and reproduction in any medium, provided the original work is properly cited.
2. Rights Granted Under CC BY 4.0
Under this license, readers are free to:
- Share — copy and redistribute the material in any medium or format
- Adapt — remix, transform, and build upon the material for any purpose, including commercial use
- No additional restrictions — the licensor cannot revoke these freedoms as long as license terms are followed
3. Attribution Requirements
All uses must include:
- Proper citation of the original work
- Link to the Creative Commons license
- Indication if changes were made to the original work
- No suggestion that the licensor endorses the user or their use
4. Additional Distribution Rights
Authors may:
- Deposit the published version in institutional repositories
- Share through academic social networks
- Include in books, monographs, or other publications
- Post on personal or institutional websites
Requirement: All additional distributions must maintain the CC BY 4.0 license and proper attribution.
5. Self-Archiving and Pre-Print Sharing
Authors are encouraged to:
- Share pre-prints and post-prints online
- Deposit in subject-specific repositories (e.g., arXiv, bioRxiv)
- Engage in scholarly communication throughout the publication process
6. Open Access Commitment
This journal provides immediate open access to all content, supporting the global exchange of knowledge without financial, legal, or technical barriers.