The Role of Price and Service Convenience on Jakarta's Consumer Purchase Decisions in Top 5 Marketplace Mediated by Consumer's Perceived Value

Adirinekso, Gidion P. and Purba, John Tampil and Budiono, Sidik and Rajagukguk, Wilson (2020) The Role of Price and Service Convenience on Jakarta's Consumer Purchase Decisions in Top 5 Marketplace Mediated by Consumer's Perceived Value. In: Proceedings of the 5th NA International Conference on Industrial Engineering and Operations Management Detroit, Michigan, USA. IEOM Society International, pp. 1808-1819. ISBN 978 0 9855497 8 7

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Abstract

This study mainly discussed two marketing mixes of price and convenience of services offered by the top 5 E-marketplace (such as Tokopedia, Bukalapak, Shopee, Lazada, and Blibli) and their impact on consumer purchasing decisions in Jakarta mediating by perceived value. One thousand samples obtained in this study, with more than 700, were collected from online and offline surveys for the rest—the data obtained from questionnaires with 19 questions representing four variables used. SEM-PLS use in this study. The results revealed the variable price and service convenience positively and significantly affecting consumer purchasing decisions in several e-marketplaces. At the same time, the mediating variable perceived value partially mediated the price and convenience of services on consumer purchasing decisions for some e-marketplaces. This research finds that the occurrence of purchasing decisions influenced by the price and convenience of services and would increase along with the mediation of perceived value. The service convenience is the most exciting variable to influence consumer decision to purchase for the top 5 e-marketplaces in Jakarta. A Multi-Group Analysis implemented on gender and generation. There are no differences between gender, but the generation should consider the market place. Keywords price, convenience services, purchasing decisions, perceived value.

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