Published: 2023-06-01

Pengaruh Kemudahan Penggunaan E-Commerce, Harga dan Gaya Hidup Terhadap Keputusan Pembelian Pada Marketplace Shopee

DOI: 10.35870/jemsi.v9i3.1132

Petrus Mongol, Benni Purba, Anto Tulim, Purnaya Sari Tarigan , Endah Andriani PratiwI
  • Petrus Mongol: STIE Eka Prasetya
  • Benni Purba: Universitas Quality Berastagi
  • Anto Tulim: Universitas Mikroskil
  • Purnaya Sari Tarigan : Universitas Mikroskil
  • Endah Andriani PratiwI: Universitas Jendral Achmad Yani
Issue Cover
Article Metrics
Share:

Abstract

Tujuan penelitian ini untuk mengetahui pengaruh kemudahan penggunaan e-commerce, harga dan gaya hidup terhadap keputusan pembelian pada marketplace shopee. Populasi dalam penelitian ini adalah mahasiswa stambuk 2019-2021 Fakultas Ekonomi Bisnis Universitas Sumatera Utara.  Sampel sebanyak 100 responden. Variabel independen dalam penelitian ini adalah pengaruh kemudahan penggunaan e-commerce, harga dan gaya hidup, yang menjadi variabel dependen adalah keputusan pembelian. Instrumen dalam penelitian ini menggunakan kuesioner yang kemudian diolah dengan menggunakan software aplikasi IBM SPSS versi 26. Untuk menganalisis data menggunakan regresi linear berganda. Hasil penelitian ini secara parsial bahwa kemudahan penggunaan e-commerce berpengaruh positif terhadap keputusan pembelian, harga berpengaruh positif signifikan terhadap keputusan pembelian dan gaya hidup berpengaruh negatif tidak signifikan terhadap keputusan pembelian. Secara simultan hasil penelitian menunjukkan bahwa kemudahan penggunaan e-commerce, harga dan gaya hidup berpengaruh positif signifikan terhadap keputusan pembelian.

Keywords

kemudahan penggunaan e-commerce, harga, gaya hidup, keputusan pembelian

Peer Review Process

This article has undergone a double-blind peer review process to ensure quality and impartiality.

Indexing Information

Discover where this journal is indexed at our indexing page.

Open Science Badges

This journal supports transparency in research and encourages authors to meet criteria for Open Science Badges.

How to Cite

Mongol, P., Benni Purba, Anto Tulim, Purnaya Sari Tarigan, & Endah Andriani PratiwI. (2023). Pengaruh Kemudahan Penggunaan E-Commerce, Harga dan Gaya Hidup Terhadap Keputusan Pembelian Pada Marketplace Shopee. JEMSI (Jurnal Ekonomi, Manajemen, Dan Akuntansi), 9(3), 749-755. https://doi.org/10.35870/jemsi.v9i3.1132
Article Information

This article has been peer-reviewed and published in the JEMSI (Jurnal Ekonomi, Manajemen, dan Akuntansi). The content is available under the terms of the Creative Commons Attribution 4.0 International License.

  • Issue: Vol. 9 No. 3 (2023)

  • Section: Articles

  • Published: 2023-06-01

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.

Semantic Scholar Scite Dimensions Connected Papers
Scholarly Connection Platforms
Dimensions Dimensions Connected Papers Connected Papers Scite Scite Google Scholar Google Scholar Semantic Scholar Semantic Scholar Garuda Garuda Scilit Scilit Crossref Crossref BASE BASE Zenodo Zenodo Unpaywall Unpaywall OpenCitations OpenCitations
Author Biographies

No author biographies available.

References
  • Amirudin. (2022). Pengaruh Citra Merek Dan Kesadaran Merek Terhadap Minat Beli Konsumen Es Krim AICE Di Wilayah Rw 07 Kelurahan Ciracas Jakarta Timur. Jurnal Ilmiah Semarak, 5(3), 97–107.
    Google Scholar Scite Semantic Scholar Scilit Crossref Connected Papers
  • Anggira, R., & Nurfebiaraning, S. (2020). Pengaruh persepsi dan gaya hidup cashless terhadap keputusan pembelian pada shopback di bandung. E-Proceeding of Management, 7(2), 7432–7458.
    Google Scholar Scite Semantic Scholar Scilit Crossref Connected Papers
  • Azhar, F., & Rasyid, A. (2023). Role of Product Quality and Price on Purchase Decision of Goox Products. 9(1), 100–105.
    Google Scholar Scite Semantic Scholar Scilit Crossref Connected Papers
  • Ghozali, Imam. 2018. Aplikasi Analisis Multivariate dengan Program IBM SPSS
    Google Scholar Scite Semantic Scholar Scilit Crossref Connected Papers
  • Badan Penerbit Universitas Diponegoro: Semarang
    Google Scholar Scite Semantic Scholar Scilit Crossref Connected Papers
  • Hutabarat, M. I. (2021). RASIO KEUANGAN MEMPENGARUHI PROFITABILITAS PADA BANK PERSERO DI BURSA EFEK INDONESIA. Journal Of Management, Accounting, Economic and Business, 02(02), 25–38.
    Google Scholar Scite Semantic Scholar Scilit Crossref Connected Papers
  • Hutabarat, M. I., Firmansyah, E., & Siregar, A. (2022). Operating Cost Against Operating Income, Net Interest Margin, Capital Adequacy Ratio and Loan to Deposit Ratio on Profitability. Enrichment: Journal of Management, 12(5).
    Google Scholar Scite Semantic Scholar Scilit Crossref Connected Papers
  • Khoirudin, I. A., & Qalyubi, I. (2021). PENGARUH GAYA HIDUP DAN KEMUDAHAN TRANSAKSI TERHADAP KEPUTUSAN PEMBELIAN ONLINE PADA MASA PANDEMI COVID-19 | Daun Lontar : Jurnal Budaya, Sastra, dan Bahasa. Jurnal Daun Lontar, 7(1), 60–83. Retrieved from http://ojs.komunitasdaunlontar.or.id/index.php/jkdl/article/view/105
    Google Scholar Scite Semantic Scholar Scilit Crossref Connected Papers
  • Kotler, P., & Keller, K. L. (2016). A framework for marketing management. Pearson Boston, MA
    Google Scholar Scite Semantic Scholar Scilit Crossref Connected Papers
  • Patimah, S., & Hasyim, M. (2023). Analysis The Influence of Price , Promotion , Distribution , Product Quality and Brand Image on Purchase Decision of Cereal Product. 9(1), 179–185.
    Google Scholar Scite Semantic Scholar Scilit Crossref Connected Papers
  • Populix. (2020). Tren belanja online masyarakat indonesia
    Google Scholar Scite Semantic Scholar Scilit Crossref Connected Papers
  • Putra, G. P., & Julianto, I. P. (2021). Pengaruh Gaya Hidup, Promosi dan Keamanan Transaksi Terhadap Keputusan Penggunaan Dompet Digital Pada Generasi Z di Kabupaten Tabanan. Vokasi: Jurnal Riset Akuntansi, 10(1), 27–35.
    Google Scholar Scite Semantic Scholar Scilit Crossref Connected Papers
  • Rahmi, & Nelly. (2020). Pengaruh Marketing Mix Terhadap Keputusan Pembelian (Studi Kasus pada Minyeuk Pret di Kota Banda Aceh). JEMSI (Jurnal Ekonomi, Manajemen, Dan Akuntansi), 6(2), 52–58. https://doi.org/10.35870/jemsi.v6i2.338
    Google Scholar Scite Semantic Scholar Scilit Crossref Connected Papers
  • Rohmanuddin, & Suprayogo, H. A. (2022). Pengaruh Brand Image dan Harga terhadap Kepotusan Pembelian di Masa Pandemi Covid 19. Bina Manajemen, 10, 78–89.
    Google Scholar Scite Semantic Scholar Scilit Crossref Connected Papers
  • Supriyatna, W., Rachmawan, A., & Zakaria. (2022). Pengaruh Harga Dan Kualitas Produk Terhadap Minat Beli Konsumen Pada Pempek Syifa Bojongsari, Depok Jawa Bara. Jurnal Ilmiah Semarak, 5(3), 30–49.
    Google Scholar Scite Semantic Scholar Scilit Crossref Connected Papers
  • Supriyatna, W., Rachmawan, A., & Zakaria, Z. (2021). Pengaruh Harga Dan Kualitas Produk Terhadap Minat Beli Konsumen Pada Produk Peyek Kacang Diprodusen Peyek Berkah Bersaudara Bojong Sari,Depok,Jawa Barat. JURNAL SeMaRaK, 4(2), 31. https://doi.org/10.32493/smk.v4i2.10987
    Google Scholar Scite Semantic Scholar Scilit Crossref Connected Papers
  • Surbakti, R. B., & Evyanto, W. (2023). Pengaruh Kepercayaan dan Kepuasan Konsumen Terhadap Minat Beli Pada Situs Belanja Online Shopee Di Batam. Bina Manajemen, 11, 219–233.
    Google Scholar Scite Semantic Scholar Scilit Crossref Connected Papers
  • Sutrisno, S. (2020). Analisis Pengaruh Pemasaran Media Sosial Instagram, Persepsi Biaya Pendidikan Dan Brand Recognition Terhadap Keputusan Pembelian Pada Stie Wiyatamandala. Jurnal Bina Manajemen, 9(1), 72–91. https://doi.org/10.52859/jbm.v9i1.116
    Google Scholar Scite Semantic Scholar Scilit Crossref Connected Papers
  • Wolff, M., Tumbuan, W. F. ., & Lintong, D. C. A. (2021). Pengaruh Gaya Hidup, Harga, Dan Citra Merek Terhadap Keputusan Pembelian Produk Smartphone Merek Iphone Pada Kaum Perempuan Milenial Di Kecamatan Tahuna. Jurnal EMBA, 10(1), 1671–1681. Retrieved from https://ejournal.unsrat.ac.id/v3/index.php/emba/article/view/39411
    Google Scholar Scite Semantic Scholar Scilit Crossref Connected Papers
  • Zalukhu, R. S., Hutauruk, R. P. S., Hutabarat, M. I., & Andini, N. S. A. (2022). Pengaruh Penerapan Green Accounting dan Kinerja Lingkungan terhadap Kinerja Keuangan. Jurnal Ilmiah Akuntansi AKUNTANSI $% Universitas 45 Surabaya, 3(2), 208–217. https://doi.org/10.37278/eprofit.v4i2.529
    Google Scholar Scite Semantic Scholar Scilit Crossref Connected Papers
License & Copyright

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.

Downloads

Most read articles by the same author(s)

More From The Same Author

Most read articles by the same author(s) Vol. 9 No. 5 (2023): Oktober 2023

Pengaruh Komunikasi Pemasaran, Kepercayaan dan Kepuasan Terhadap Loyalitas Pelanggan Pada Marketplace Shopee

Dwi Wahyono, Gregorius Jarot Windarto , Anto Tulim, Yayuk SuprihartinI , Taryana Taryana

+ Read Article