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September 5, 2025Journal of Management Small and Medium Enterprises (SMEs)Open Access

The Effect of Price, Promotion, and E-Service Quality on Purchase Decisions on Tokopedia E-Commerce in Bogor City

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Authors

FRF M RamadhanSSSamsuri SamsuriRGRachmat Gunawan

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Overview

Quantitative analysis reveals price and promotion significantly influence buying choices on Tokopedia, indicating e-service quality's role.

Key Points

  • Pricing showed a strong and significant impact on consumer buying choices in e-commerce.
  • Promotional strategies also had a notable effect on consumer purchase decisions, indicating marketing importance.
  • E-service quality was found to significantly influence purchasing decisions, highlighting the importance of service excellence.
  • Analysis used multiple linear regression on data from 100 respondents, revealing the interplay of multiple factors.

Cite This Study

Ramadhan et al. (2025) studied this question.

synapsesocial.com/papers/68c23a2cb210217d6477ee6ahttps://doi.org/10.35508/jom.v18i2.20279
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Also Consider

Synapse has enriched 5 closely related papers on similar clinical questions. Consider them for comparative context:

  1. 1Influence of E-Service Quality on Repurchase Intention Through Customer Satisfaction Among Tokopedia Users in Depok City2025
  2. 2THE INFLUENCE OF TRUST, SECURITY, AND INFORMATION QUALITY ON CONSUMER PURCHASE DECISIONS ON TOKOPEDIA IN PURWOKERTO CITY2024
  3. 3The Influence of Gamification, User Experience and E-Service Quality on Repurchase Intention with Customer Satisfaction as an Intervening Variable on Tokopedia Consumers in Medan City2025
  4. 4The Effect of Promotion, Online Customer Reviews, and Rating Perceptions on the Decision to Use the Tokopedia Application: Evidence from Surabaya, Indonesia2025
  5. 5The Role of Consumer Attitude in The Relationship Between E-Service Quality and Product on Consumer Satisfaction2025