Analysis of the Influence of Consumer Behavior on Purchasing Decisions in the E-Commerce Industry
Article Sidebar
Main Article Content
Abstract
Purchasing decision-making represents a crucial aspect of consumer behaviour prior to the act of purchase. The decision to purchase is made subsequent to an evaluation of the array of available products or services. Online shopping sites appear to offer a convenient and expedient means of fulfilling consumer shopping desires. E-commerce is a commercial activity conducted via the Internet, offering a diverse range of products to consumers. The objective of this research is to ascertain the process by which consumers make purchasing decisions in the context of e-commerce. This research employs a descriptive qualitative approach. This research is situated in the city of Karawang. The informants are four students enrolled in a management studies programme at Buana Perjuangan Karawang University who utilise the e-commerce application on a regular basis. The data was collected through the use of interviews, observation, and documentation. The analysis was conducted by categorising the data into two distinct groups: primary data obtained from direct interviews and secondary data derived from relevant articles. The findings of the study indicate that discount promotions, free shipping promotions, prices, and product quality play a significant role in influencing consumers' online purchasing decisions in e-commerce. The consumer buying decision-making process encompasses five stages: the introduction of needs, information search, evaluation of alternatives, purchasing decisions, and the post-purchase behaviour stage. It can be concluded that students frequently utilise e-commerce platforms to fulfil their needs and desires.
Downloads
Article Details
This work is licensed under a Creative Commons Attribution 4.0 International License.
References
Anwar, M. et al. (2023) ‘The Influence of Celebrity Endorsers and Online Promotion on Purchasing Decision through Brand ImageInfluence Of Celebrity Endorsers And Online Promotion On Purchasing Decision Through Brand Image’, East Asian Journal of Multidisciplinary Research, 2(10), pp. 3989–4012. Available at: https://doi.org/10.55927/eajmr.v2i10.6060.
B. REMOROSO, C. (2024) ‘THE POWER OF ONLINE REVIEWS: ANALYSIS OF CUSTOMERS’ PERCEPTION AND PURCHASING DECISIONS IN SKIN CARE PRODUCTS’, International Journal of Research in Education Humanities and Commerce, 05(01), pp. 242–250. Available at: https://doi.org/10.37602/IJREHC.2024.5121.
Chen, J. (2023) ‘Evaluating the ending‐9 pricing strategy along the online shopping funnel’, Production and Operations Management, 32(11), pp. 3469–3483. Available at: https://doi.org/10.1111/poms.14045.
Fatmawati, I., Abiyyu Fathin, A. and Jaroenwanit, P. (2023) ‘Understanding how customers shape purchase decisions in the e-commerce marketplace’, BISMA (Bisnis dan Manajemen), 15(2), pp. 229–254. Available at: https://doi.org/10.26740/bisma.v15n2.p229-254.
Gunawan, D.I., Ramadhani, S. and Harahap, M.I. (2024) ‘The Effect of Brand Image, Product Quality, and Price on Thriftshop Clothing Purchasing Decisions in Medan City (Case Study @cchase.id)’, JMK (Jurnal Manajemen dan Kewirausahaan), 9(1), p. 76. Available at: https://doi.org/10.32503/jmk.v9i1.5318.
Hu, X. (2024) ‘Construction and validation of a new media marketing influence assessment model’, Applied Mathematics and Nonlinear Sciences, 9(1). Available at: https://doi.org/10.2478/amns-2024-1703.
Indrasari, M. (2019) Pemasaran & Kepuasan Pelanggan (Pertama). Surabaya : Unitomo Press.
Jalil, F. et al. (2024) ‘E-commerce for a sustainable future: integrating trust, green supply chain management and online shopping satisfaction’, Asia Pacific Journal of Marketing and Logistics [Preprint]. Available at: https://doi.org/10.1108/APJML-12-2023-1188.
Natasya, W.D.P. et al. (2024) ‘Influence of Online Customer Review and Online Customer Rating On Purchasing Decision on Shopee E-Commerce’, Journal of Business Management and Economic Development, 2(02), pp. 740–750. Available at: https://doi.org/10.59653/jbmed.v2i02.720.
Nurhilalia, N. and Saleh, Y. (2024) ‘The Impact of Consumer Behavior on Consumer Loyalty’, Golden Ratio of Mapping Idea and Literature Format, 4(2), pp. 140–153. Available at: https://doi.org/10.52970/grmilf.v4i2.357.
Phillp, K. (2021) manajemen pemasaran. CV Budi Utama, Jakarta.Setiadi, N.J. (2019) Perilaku Konsumen: Perspektif Kontemporer pada Motif, Tujuan, dan Keinginan Konsumen (Edisi Revi). Kencana.
Sudirjo, F. et al. (2023) ‘Analysis Of The Influence Of Consumer Behavior, Product Attributes And Brand Image On Purchasing Decisions Of Pharmaceutical Industry Products Consumers’, JEMSI (Jurnal Ekonomi, Manajemen, dan Akuntansi), 9(6), pp. 2432–2437. Available at: https://doi.org/10.35870/jemsi.v9i6.1648.
Tran, T.A.C. (2023) ‘The factors influence the online impulse buying behaviors of customer’, Science & Technology Development Journal - Economics - Law and Management [Preprint]. Available at: https://doi.org/10.32508/stdjelm.v7i2.1173.
Ullah, I. et al. (2024) ‘Revolutionizing E-Commerce With Consumer-Driven Energy-Efficient WSNs: A Multi-Characteristics Approach’, IEEE Transactions on Consumer Electronics, pp. 1–1. Available at: https://doi.org/10.1109/TCE.2024.3411606.
Yusiana, R. et al. (2023) ‘Influencer Marketing and Online Advertising as A Digital Marketing: A Case Study Green Beauty Products’, Jurnal Manajemen Indonesia, 23(3), p. 364. Available at: https://doi.org/10.25124/jmi.v23i3.6772.
Yusuf, A. (2021) ‘The Influence of Product Innovation and Brand Image on Customer Purchase Decision on Oppo Smartphone Products in South Tangerang City’, Budapest International Research and Critics Institute (BIRCI-Journal): Humanities and Social Sciences, 4(1), pp. 472–481. Available at: https://doi.org/10.33258/birci.v4i1.1629.