Factors that Influence Purchasing Decisions at Shopee Marketplace during the Covid-19 Pandemic
Abstract
The Covid-19 pandemic has slowly changed people's behavior, one of which is making purchases. Many factors influenced a person to make purchases during the pandemic which the Shopee marketplace has responded well by providing various additional features to make it easier for consumers to shop from home. This study aimed to examine whether purchase intention is able to mediate the effect of perceived trust and perceived risk on purchasing decisions at the Shopee marketplace during the current pandemic. Purposive sampling technique was used to determining the sample. The results obtained were that perceived trust and the perceived risk had a significant positive effect on purchasing decisions either directly or through purchase intention as an intervening variable. The recommendation for Shopee is to focus more on minimizing the risk of its consumers, including the risk of being infected with Covid-19.
References
Ariffin, S. K., Mohan, T., & Goh, Y. (2018). Influence of consumers’ perceived risk on consumers’ online purchase intention. Journal of Research in Interactive Marketing, 12(3), 309-327. doi: 10.1108/JRIM-11-2017-0100.
Arifin, F., Asiyah, S., & Mustapita, A. F. (2017). Pengaruh kualitas pelayanan, kepercayaan dan persepsi resiko terhadap keputusan pembelian pada e - commerce Shopee (Studi kasus pada FEB angkatan 2017 Unisma). Jurnal Ilmiah Riset Manajemen, 10(4), 106–116. Retrieved from http://riset.unisma.ac.id/index.php/jrm/article/view/13041.
Donovan, T., Minor, M., & Mowen, J. (2016). Consumer behavior. Chicago Business Press.
Dwipayani, N. M., & Rahyuda, I. K. (2016). Pengaruh sikap dan fashion leadership terhadap niat beli online remaja di Kota Denpasar. E-Jurnal Manajemen Universitas Udayana, 5(6), 3620–3646. Retrieved from https://ojs.unud.ac.id/index.php/Manajemen/article/download/18041/13996/.
Fauzi, A., Widodo, T., & Djatmiko, T. (2018). Pengaruh behavioral intention terhadap use behavior pada penggunaan aplikasi transportasi online (Studi kasus pada pengguna Go-jek dan Grab di kalangan mahasiswa Telkom University). e-Proceeding of Manage-ment, 5(2), 1790-1796. Retrieved from https://www.researchgate.net/publication/328216080_Pengaruh_Behavioral_Intention_terhadap_Use_Behavior_pada_Penggunaan_Aplikasi_Transportasi_Online_Studi_kasus_pada_pengguna_Go-jek_dan_Grab_di_Kalangan_Mahasiswa_Telkom_University.
Gefen, D. (2014). Customer loyalty in e-commerce customer loyalty in e-commerce. AIS Educator Journal, 3(1), 27-51. doi: 10.17705/1jais.00022.
Ghozali, I. (2017). Model persamaan struktural: Konsep dan aplikasi dengan program Amos 24 (7th ed.). Badan Penerbit Universitas Diponegoro.
Ghozali, I. (2021). Partial least squares konsep, teknik dan aplikasi menggunakan SmartPLS 3.2.9 untuk penelitian empiris (3rd Ed.). Badan Penerbit Universitas Diponegoro.
Hair, Joe F., Ringle, C. M., & Sarstedt, M. (2011). PLS-SEM: Indeed a Silver Bullet. Journal of Marketing Theory and Practice, 19(2), 139–152. doi: 10.2753/MTP1069-6679190202.
Hair, Joseph F., Risher, J. J., Sarstedt, M., & Ringle, C. M. (2019). When to Use and How to Report the Results of PLS-SEM. European Business Review, 31(1), 2–24.
doi: 10.1108/EBR-11-2018-0203.
Hawkins, D. I., & Mothersbough, D. L. (2014). Consumer behavior: Building marketing strategy (11th ed.). McGraw-Hill/Irwin.
Jiang, Y., Xu, L., Wang, H., & Wang, H. (2009). Influencing factors for predicting financial performance based on genetic algorithms. Systems Research and Behavioral Science, 26(6), 661-673. doi: 10.1002/sres.967.
Kim, D. J., Ferrin, D. L., & Rao, H. R. (2003). Antecedents of consumer trust in B-to-C electronic commerce. Proceeding, 9th Americas Conference on Information Systems, AMCIS 2003, 157-167. Retrieved from https://www.researchgate.net/publication/220893427_Antecedents_of_Consumer_Trust_in_B-to-C_Electronic_Commerce.
Kim, D. J., Ferrin, D. L., & Rao, H. R. (2008). A trust-based consumer decision-making model in electronic commerce: The role of trust, perceived risk, and their antecedents. Decision Support Systems, 4(2), 544-564. doi: 10.1016/j.dss.2007.07.001.
Kim, J., & Lennon, S. J. (2015). Effects of reputation and website quality on online consumers’ emotion, perceived risk and purchase intention: Based on the stimulus-organism-response model. Journal of Research in Interactive Marketing, 7(1), 33-56. doi: 10.1108/17505931311316734.
Kotler, P., & Keller, K. L. (2016). Marketing management (15th Ed.). Pearson Education.
Laroche, M., Papadopoulos, N., Heslop, L. A., & Mourali, M. (2005). The influence of country image structure on consumer evaluations of foreign products. International Marketing Review, 22(1), 96-115. doi: 10.1108/02651330510581190.
Maharama, A. R., & Kholis, N. (2018). Pengaruh kepercayaan, kemudahan dan persepsi risiko terhadap keputusan pembelian jasa gojek di Kota Semarang yang dimediasi minat beli sebagai variabel intervening. Jurnal Ekonomi dan Bisnis, 19(2), 203–213. doi: 10.30659/ekobis.19.2.203-213.
Maia, C. R., Lunardi, G. L., Dolci, D., & D'Avila, L. C. (2020). Competitive price and trust as determinants of purchase intention in social commerce. BAR − Brazilian Administration Review, 16(4), 1–24. doi: 10.1590/1807-7692bar2019190074.
Masoud, E. Y. (2013). The effect of perceived risk on online shopping in Jordan. European Journal of Business and Management, 5(6), 76-87. Retrieved from https://www.iiste.org/Journals/index.php/EJBM/article/view/4689.
McKnight, D. H., Cummings, L. L., Chervany, N. L. (2012). Initial trust formation in new relationships. The Academy of Management Review, 23(3), 473–490. doi: 10.2307/259290.
Meskaran, F., Ismail, Z., & Shanmugam, B. (2013). Online purchase intention: Effects of trust and security perception. Australian Journal of Basic and Applied Sciences, 7(6), 307-315. doi: 10.35591/wahana.v21i2.151.
Mirabi, V., Akbariyeh, H., & Tahmasebifard, H. (2015). A study of factors affecting on customers purchase intention case study: The agencies of Bono Brand Tile in Tehran. Journal of Multidisciplinary Engineering Science and Technology, 2(1), 267–273. Retrieved from https://www.jmest.org/wp-content/uploads/JMESTN42350395.pdf.
Nguyen, T. (2015). The effectiveness of online learning: Beyond no significant difference and future horizons. MERLOT Journal of Online Learning and Teaching, 11(2), 309–319. Retrieved from https://jolt.merlot.org/Vol11no2/Nguyen_0615.pdf.
Nurahman, I., & Indrianto, A. P. (2021). Pengaruh harga, citra merek, kualitas produk, dan promosi terhadap keputusan pembelian Oppo smartphone (Survei pada konsumen Oppo smartphone di Yogyakarta). YUME: Journal of Management, 4(2), 162–171. doi: 10.37531/yum.v11.75.
Pallab, P. (1996). Marketing on the internet. Journal of Consumer Marketing, 13(4), 27-39. doi: 10.1108/0736376961012 4528.
Pavlou, P. A., & Fygenson, M. (2006). Understanding and redicting electronic ecommerce adoption: An extension of the theory of planned behavior. MIS Quarterly, 30(1), 115–143. doi: 10.2307/25148720.
Peter, J. P., & Olson, J. C. (2004). Consumer behavior and marketing strategy (9th Ed.). Mcgraw-Hill/Irwin.
Rahi, S., Ghani, M. A., & Ngah, A. H. (2018). A structural equation model for evaluating user’s intention to adopt internet banking and intention to recommend technology. Accounting, 4(4), 139-152. doi: 10.5267/j.ac.2018.03.002.
Schiffman, L. G., & Wisenblit, J. (2015). Consumer behavior (11th Ed.). Pearson Education.
Schiffman, L. G., & Kanuk, L. L. (2004). Consumer behavior (8th Ed.). Pearson Prentice Hall.
Sekaran, U., & Bougie, R. (2017). Metode penelitian untuk bisnis (Edisi bahasa Indonesia). Salemba Empat.
Shah, S. S. H., Aziz, J., Jaffari, A. R., Waris, S., Ejaz, W., Fatima, M., & Sherazi, S. K. (2012). The impact of brands on consumer purchase intentions. Asian Journal of Business Management, 4(2), 105-110. Retrieved from https://davidamerland.com/images/pdf/The-Impact-of-Brands-on-Consumer-Purchase-Intentions.pdf.
Siagian, H., & Cahyono, E. (2014). Analisis website quality, trust dan loyalty pelanggan. Jurnal Manajemen Pemasaran, 8(2), 55–61. doi: 10.9744/pemasaran.8.2.55-61.
Sugiyono. (2019). Metode penelitian kuantitatif kualitatif dan R&D (Edisi Kedua). Alfabeta.
Ujang, S. (2011). Perilaku konsumen: Teori dan penerapannya dalam pemasaran. Ghalia Indonesia.
Vo, T. T. N., & Nguyen, C. T. K. (2015). Factors influencing customer perceived quality and purchase intention toward private labels in the Vietnam market: The moderating effects of store image. International Journal of Marketing Studies, 7(4), 51-63. doi: 10.5539/ijms.v7n4p51.
Wahlund, L. O., Barkhof, F., Fazekas, F., Bronge, L., Augustin, M., Sjögren, M., Wallin, A., Ader, H., Leys, D., Pantoni, L., Pasquier, F., Erkinjuntti, T., & Scheltens, P. (2001). A new rating scale for age-related white matter changes applicable to MRI and CT. Pubmed.gov, 32(6), 1318-1322. doi: 10.1161/01.str.32.6.1318.
Copyright (c) 2022 Jurnal Samudra Ekonomi dan Bisnis
This work is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.
