Beni Chandra Purba

Pengaruh Harga, Promosi, dan Kualitas Produk terhadap Keputusan Pembelian Konsumen pada Platform E-Commerce

Introduction

Pengaruh harga, promosi, dan kualitas produk terhadap keputusan pembelian konsumen pada platform e-commerce. Pelajari pengaruh harga, promosi, dan kualitas produk terhadap keputusan pembelian konsumen di e-commerce Indonesia. Temukan faktor kunci pendorong loyalitas belanja online.

Abstract

The rapid advancement of digital technology and the increasingly widespread penetration of the internet have significantly driven the growth of e-commerce in Indonesia, leading to notable changes in consumer behavior in making purchasing decisions. This condition requires business actors to comprehensively understand marketing factors that play a crucial role in influencing consumer decisions on e-commerce platforms, particularly those related to price, promotion, and product quality. The research problem of this study focuses on how these three variables shape consumer purchasing decisions amid increasingly intense e-commerce competition. This study aims to analyze the influence of price, promotion, and product quality on purchasing decisions in e-commerce by employing a qualitative approach through a literature review of various relevant scholarly sources, including both national and international journals. The findings indicate that competitive pricing aligned with consumers’ perceived value has a strong influence on attracting purchase intentions, while appropriate, sustainable, and communicative promotional strategies are able to enhance consumer awareness and purchase motivation. On the other hand, product quality is proven to be a key determinant in building trust, satisfaction, and consumer loyalty in online transactions. The conclusion of this study confirms that price, promotion, and product quality simultaneously contribute positively and significantly to e-commerce purchasing decisions. The novelty of this scholarly work lies in its conceptual synthesis that integrates these three variables within the context of Indonesian e-commerce consumer behavior, providing a holistic understanding that can serve as a strategic basis for decision-making among digital business practitioners in the technology-based economic era.

Review

This paper, titled "Pengaruh Harga, Promosi, dan Kualitas Produk terhadap Keputusan Pembelian Konsumen pada Platform E-Commerce," tackles a highly pertinent subject given the current digital transformation and rapid expansion of e-commerce in Indonesia. The study correctly identifies price, promotion, and product quality as crucial marketing factors influencing consumer purchasing decisions on online platforms. By employing a qualitative approach through a comprehensive literature review, the research aims to synthesize existing knowledge to understand the interplay of these variables. The abstract effectively conveys the study's relevance, clear objectives, and the significance of its chosen methodology for a conceptual exploration of a dynamic market. A key strength highlighted in the abstract is the integrated conceptual synthesis of the three chosen variables—price, promotion, and product quality—within the specific context of Indonesian e-commerce consumer behavior. The findings indicate that competitive pricing, effective promotional strategies, and robust product quality are all significant determinants of purchasing decisions. Specifically, competitive pricing drives intentions, appropriate promotions enhance awareness and motivation, and high product quality fosters trust and loyalty. This holistic understanding is presented as the paper's novelty, offering a valuable theoretical framework and practical guidance for digital business practitioners. The focus on providing a strategic basis for decision-making underscores the practical utility and relevance of this scholarly work. While the qualitative literature review provides an excellent foundation for a conceptual understanding, future research could consider empirical validation to further substantiate these findings with primary data from the Indonesian market. Such an approach could offer more granular insights into consumer segments or specific product categories, thereby strengthening the generalizability and practical applicability of the conclusions. Nonetheless, this study successfully consolidates critical marketing theories into a coherent model pertinent to the e-commerce landscape. Its contribution to understanding the complex dynamics of online purchasing decisions, particularly within the Indonesian context, is substantial, providing a valuable reference point for both academic discourse and strategic business planning.

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