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STRATEGI PEMASARAN UMKM SEBAGAI SELLER PADA E-MARKETPLACE (Studi pada Pelanggan Shopee di Indonesia)

Saputra, Galih Ginanjar and Fadhilah, Fadhilah (2021) STRATEGI PEMASARAN UMKM SEBAGAI SELLER PADA E-MARKETPLACE (Studi pada Pelanggan Shopee di Indonesia). Media Bina Ilmiah, 15 (12). pp. 5853-5866. ISSN ISSN 1978-3787 (Cetak) ISSN 2615-3505 (Online)

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Abstract

This study aims to analyze the influence of reputation, price, and information quality on the purchasing decisions of Shopee e-marketplace customers in Indonesia. So, an effective and efficient strategy can be found for MSMEs as sellers at Shopee to improve purchasing decisions. The method used is a quantitative method with a verification approach that aims to test a hypothesis, which is to determine the influence of reputation, price, and quality of information on the purchasing decisions of Shopee customers in Indonesia. The results showed that reputation, price, and information quality had a positive and significant effect on purchasing decisions, where information quality had the highest effect. Thus, MSMEs can apply the main strategy in selling their products through e-marketplaces, by improving the quality of information about the store or the products they own. Then, build a reputation and determine the appropriate price. Keywords: Reputation, Price, Information Quality & Purchase Decision

Item Type: Article
Contributors:
ContributionContributorsNIP/NIM
AuthorSaputra, Galih Ginanjar198608012019031013
Uncontrolled Keywords: Strategi Pemasaran
Subjects: H Social Sciences > H Social Sciences (General)
Divisions: 05-Fakultas Ekonomi dan Bisnis > Program Diploma III Marketing
Depositing User: Galih Ginanjar Saputra
Date Deposited: 15 Nov 2021 15:54
Last Modified: 15 Nov 2021 15:54
URI: http://eprints.untirta.ac.id/id/eprint/6811

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