Proceedings of the 2nd International Conference of Multidisciplinary Studies, ICMS 2023, 12 July 2023, Semarang, Indonesia

Research Article

The Effect of Price Discount, Brand Awareness, Perceived Quality, and Shipping Cost on Purchasing Decisions

Download98 downloads
  • @INPROCEEDINGS{10.4108/eai.12-7-2023.2340950,
        author={Fatoni  Anwar and Robertus  Basiya},
        title={The Effect of Price Discount, Brand Awareness, Perceived Quality, and Shipping Cost on Purchasing Decisions},
        proceedings={Proceedings of the 2nd International Conference of Multidisciplinary Studies, ICMS 2023, 12 July 2023, Semarang, Indonesia},
        publisher={EAI},
        proceedings_a={ICMS},
        year={2023},
        month={12},
        keywords={price discount brand awareness perceived quality and shipping cost purchasing   decision},
        doi={10.4108/eai.12-7-2023.2340950}
    }
    
  • Fatoni Anwar
    Robertus Basiya
    Year: 2023
    The Effect of Price Discount, Brand Awareness, Perceived Quality, and Shipping Cost on Purchasing Decisions
    ICMS
    EAI
    DOI: 10.4108/eai.12-7-2023.2340950
Fatoni Anwar1,*, Robertus Basiya1
  • 1: Faculty of Economics and Business, Universitas Stikubank, Semarang, Indonesia
*Contact email: fatonianwar@mhs.unisbank.ac.id

Abstract

This study is intended to analyze how the effect of price discounts, brand awareness, perceived quality, and shipping costs on purchasing decisions on habitual products. Tokopedia's customers in Semarang constitute the population determined in this study. This type of research uses quantitative methods and the technique used in this study is non-probability sampling with purposive sampling. In addition, the method of data collection is carried out using questionnaires. In questionnaires, the Likert scale is used to measure the value of items in variables. The sample used was 100 respondents. The results of the t-test show that the variables are independent of the purchase decision. In this study, it is also known that the adjusted R (R2) is 0.728. Purchasing decisions are influenced by price discounts, brand awareness, perceived quality, and shipping costs. While the remaining 27.2% was influenced by other variables outside the study. Based on the results of this study shows that price discounts, brand awareness, perceived quality, and shipping costs have a positive and significant effect on purchasing decisions.