EFEKTIVITAS PROMOSI ONLINE, LAYANAN PURNA JUAL DAN  PERSEPSI HARGA UNTUK MENINGKATKAN PENGAMBILAN  KEPUTUSAN PADA M-COMMERCE

Tegowati Tegowati; Dewi  Mutmainnah; Nenny  Syahrenny; In’am  Widiarma

doi:10.29062/mahardika.v21i2.611

Authors

Tegowati Prodi Manajemen, Sekolah Tinggi Ilmu Ekonomi Indonesia (STIESIA) Surabaya
Dewi Mutmainnah Prodi Manajemen, Sekolah Tinggi Ilmu Ekonomi Indonesia (STIESIA) Surabaya
Nenny Syahrenny Prodi Akuntansi, Sekolah Tinggi Ilmu Ekonomi Indonesia (STIESIA) Surabaya
In’am Widiarma Prodi Manajemen, Sekolah Tinggi Ilmu Ekonomi Indonesia (STIESIA) Surabaya

DOI:

https://doi.org/10.29062/mahardika.v21i2.611

Abstract

The purpose of this study is to investigate how pricing perception, after-sales service, and
online promotion influence online purchasing decisions. The sample is 150 respondents
who have made online purchases via smartphones. Multiple linear regression was
employed in the data analysis with SPSS 20.0. The conclusions in this study are as
follows: 1) Perception of price affects online purchasing decisions; 2) After-sales service
does not affect online purchasing decisions; 3) Online Promotion affects online
purchasing decisions. Price perceptions and online promotions affect online purchasing
decisions because prices are sensitive, especially for mothers or women. Consumers are
rational economic actors. This means that they will take decisions or actions that are
most beneficial to them, in this case, related to the price of goods. The law of supply and
demand concerns price and quantity. If prices fall, the need for goods and services will
increase, and vice versa