The Influence Of Company Reputation, Digital Marketing And Price Perception On Purchasing Decisions In The Shopee Marketplace

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Quantitative analysis showed price perception significantly influences purchasing decisions in Shopee, suggesting actionable strategies for SMEs.

Price perception significantly influences purchasing decisions in the Shopee marketplace, indicating consumer sensitivity to pricing.
The analysis involved 180 respondents from the Cirebon area, using Structural Equation Modeling for data evaluation.
Company reputation approached significance while digital marketing did not show strong individual influence, although both play roles.
Improving price transparency and enhancing digital marketing strategies are crucial for SMEs to boost online sales.

Nugraha et al. (2025) studied this question.

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Quantitative analysis showed price perception significantly influences purchasing decisions in Shopee, suggesting actionable strategies for SMEs.