P-ISSN: 2808-5957
E-ISSN: 2808-6724
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841
THE EFFECT OF SERVICE QUALITY AND PRICE ON CONSUMER PURCHASE
DECISIONS THROUGH PURCHASE INTEREST ON ONLINE SHOPEE SHOPPING
SITES IN INDONESIA
Rico Jaherman
1
, Wagiarto Hoesin
2
, Iwan Kurniawan
3
Department of Management, Faculty of Economic, Krisnadwipayana University, Indonesia
1,2,3
Email: rico03jaherman@gmail.com, wagiartohoesin26@gmail.com, iksubagja@gmail.com
Abstract
This study aims to: 1) Analyze the effect of service quality and price on consumer buying interest, 2)
Analyze the effect of service quality and price on consumer purchasing decisions, 3) Analyze the effect
of buying interest on consumer purchasing decisions, 4) Analyze the effect of service quality and price
on purchasing decisions through buying interest. This research was conducted on customers of the
Shopee online shopping site which is managed by PT. Shopee Indonesia. The sampling technique used
a random technique with analytical methods using descriptive analysis methods and path analysis.
The results show that: 1) there is an influence of service quality and price on buying interest, 2) there
is an influence of service quality and price on purchasing decisions, 3) there is an influence of buying
interest on purchasing decisions, 4) buying interest cannot mediate to increase the effect of quality
services and prices on consumer purchasing decisions on the Shopee online shopping site managed by
PT. Shopee Indonesia.
Keywords: Quality of Service, Price, buying interest, purchase decision, Shopee
Indonesian Journal of Multidisciplinary Science © 2022 by International Journal Labs is licensed
under CC BY-SA 4.0
INTRODUCTION
The phenomenon of the problem of differences in research results (research gap) that affects
purchasing decisions in the perspective of consumer behavior seems to be relatively interesting to
study. This is because previous studies have not indicated the existence of a model, which is
capable of providing a strong methodological basis, to explain the complexity of the phenomena
encountered see (Tecoalu, Yonathan, & Tj, 2021); (Astuti & Dewi, 2019); (Hartanto,2020);
(Prasetyo, Aziiz, Maruf, Alvia, & Tarmidi, 2021); (Nursiam, Yanissa, & Ariani, 2020) and
(Sholichin & Wisnalmawati, 2021) In other words, this condition reflects that the previous study
models are still divergent, which in turn has an impact on their applicability and the resulting
generalization is still limited. Therefore, such conditions provide an opportunity for this study to
try to review the (Hartanto, 2020) study model to be re-tested on different objects, taking the theme
"how do service quality and price influence consumer purchasing decisions through Shopee's
online shopping purchase intention. in Indonesia". The following is a cursory description of the
"research problem" which is the background of the phenomenon of the problems mentioned above.
The Effect of Service Quality and Price on Consumer Purchase Decisions Through Purchase Interest
on Online Shopee Shopping Sites in Indonesia
Indonesian Journal of Multidisciplinary Science, Vol 1 (No 8), Mei 2022
842
Indonesia is a country with very fast e-commerce growth. The number of internet users who
reach 82 million people or about 30% of the total population in Indonesia, this business space is a
very good land for those who can see its potential. This statement is also supported by data from
the Minister of Communication and Information which states that the value of e-commerce
transactions in 2013 reached Rp130 trillion. This is a very fantastic number because it can be
interpreted that only 7% of the total potential for online shopping, based on data from McKinsey.
The ICD research institute predicts that the e-commerce market in Indonesia in the following years
will grow rapidly by 42%. This figure is higher than other countries, as Malaysia (14%), Thailand
(33%) and the Philippines (28%) know this value is very good potential for future investors. This
shows that actually, Indonesia can still make better progress in the world of e-commerce.
The results of the 2019 Central Statistics Agency (BPS) survey with the title "2019 E-
commerce Statistics" page 22 stated that, "during 2018, the number of transactions from 13,485 e-
commerce businesses was 24,821,916 transactions with a transaction value reaching 17.21 trillion
Rupiah. From this data, it can be said that on average each e-commerce business conducted
transactions during 2018 as many as 1,841 times with an average transaction value of 694 thousand
Rupiah/transaction. The number of Shopee visitors is 55.9 million people, while this year the
number of visitors reached 96.5 million, an increase of about 72% (idprice.com).
METHOD
The method used in this study uses quantitative methods. This quantitative research is
research that is used to answer problems through careful measurement techniques of certain
variables, so as to produce conclusions that can be generalized, regardless of the context of time
and situation as well as the type of data collected, especially quantitative data.
This study is to test how much influence the service quality and price variables have as
independent variables, buying interest as a mediating variable (intervening), and purchasing
decisions as the dependent variable. Intervening variables or variables that affect the relationship
between the independent variable and the dependent variable are stated in the buying interest
variable. This variable is an intermediary variable that lies between the independent variable and
the dependent variable and affects the dependent variable. Then combined with relevant theories
using data analysis techniques with reference to the variables used (Bintarti, 2015).
Figure 1. Overall Line Analysis
Buying
Interest
(Z)
Purchase
Result (Y)
Price
(X2)
Quality Service
(X1)
ρyx
1
ρyx
2
ρx
1
z
ρyz
ρx
2
z
e
1
e
2
The Effect of Service Quality and Price on Consumer Purchase Decisions Through Purchase Interest
on Online Shopee Shopping Sites in Indonesia
Indonesian Journal of Multidisciplinary Science, Vol 1 (No 8), Mei 2022
843
Data collection methods commonly used in quantitative research are surveys. The survey
method is a research method that uses a questionnaire as the main instrument in data collection.
The use of survey methods with questionnaire data collection tools will make it easier for writers
to get actual and factual information that is in accordance with field conditions. Questionnaires
were distributed to respondents to fill in in accordance with the instrument statement items with
the following choices: Strongly Disagree (STS), Disagree (TS), Doubtful (R), Agree (S) and
Strongly Agree (SS). All data collected will be analyzed to determine the relationship or influence
between variables statistically using the SPSS 24 application.
Data Sources
In this study, the data sources used were primary data. According to (Sugiyono, 2013),
primary data is data obtained directly from the object of research. Meanwhile, according to (Mbete
& Tanamal, 2020), primary data is data collected and processed by certain individuals or
organizations that come directly from the object of research.
In this study, primary data were obtained through research questionnaires given to
respondents with certain criteria. To get good data, researchers tried to get data with the following
methods:
a. Questionnaire (questionnaire)
Questionnaire is an instrument for data collection, where participants or respondents fill out
questions or statements given by researchers. Researchers can use questionnaires to obtain data
related to the thoughts, feelings, attitudes, beliefs, values, perceptions, personalities and behaviors
of the respondents (Bintarti, 2015).
Questionnaire is a data collection technique that is carried out by giving several questions to
respondents to answer (Sugiyono, 2016). Researchers in this study used the Google Form facility
from Google as a questionnaire to obtain primary data from respondents.
b. Literature Study
Data collection techniques by seeking information from various sources relevant to this research.
Sources of information can be obtained from journals, books, articles, and various other references
(Hartanto, 2020).
RESULT AND DISCUSSION
Path Analysis
To examine the effect of the mediating variable, the path analysis method was used. Path
analysis is an extension of multiple linear regression analysis, or path analysis is the use of
regression analysis to estimate causality relationships (causal models) between predetermined
variables based on theory (Ghozali, 2018). Path analysis in this study can be described as follows:
Analysis of the Effect of Service Quality and Price on Purchase Interest
The Effect of Service Quality and Price on Consumer Purchase Decisions Through Purchase Interest
on Online Shopee Shopping Sites in Indonesia
Indonesian Journal of Multidisciplinary Science, Vol 1 (No 8), Mei 2022
844
Path coefficients use standardized regression coefficients. The results of the regression
analysis of the influence of service quality and price on buying interest can be seen in the table
below:
Table 1. Test Results of the Effect of Service Quality and Price on Buying Interest
Shows the value of R2 (R Square) of 0.167, this value of R2 will be used to calculate the
value of the coefficient e1. The coefficient of e1 is the variance of buying interest which is not
explained by service quality and price.
The coefficient of e
1
= ((1-R^2 )) = ((1-0.167)) = 0.833 = 0.913
Table 2. Buying Interest Regression Analysis Results
From the table it can be seen the following regression equation:
Z= b1X1 + b2X2 +e1
Z=0.194X1+0.286X2+0.913e1………………(1)
The equation shows that:
Every 1 increase in the service quality variable will be accompanied by an increase in buying
interest of 0.194. Every 1 increase in the price variable will be accompanied by an increase in
buying interest of 0.286.
Analysis of the Effect of Service Quality and Price on Purchase Decisions
Table 3. Test Results of the Effect of Service Quality and Price on Purchase Decisions
Standardized
Coefficients
B Std. Error Beta
(Constant)
9,508 3,044 3,123 ,002
KL
,173 ,091 ,194 1,898 ,031
HR
,260 ,093 ,286 2,792 ,006
1
a. Dependent Variable: MB
Coefficients
a
Model
Unstandardized Coefficients
t
Sig.
The Effect of Service Quality and Price on Consumer Purchase Decisions Through Purchase Interest
on Online Shopee Shopping Sites in Indonesia
Indonesian Journal of Multidisciplinary Science, Vol 1 (No 8), Mei 2022
845
Table 23 shows R2 of 0.041, the magnitude of the coefficient e2 = ((1-R^2)) = ((1-0.041)) =
((0.959) = 0.979
Table 4. Purchase Decision Regression Analysis Results
Y = b1X1 + b2X2 + e1
Y = 0.12X1 + 0.223X2 + 0.979e2……….(2)
The equation shows that:
Every 1 increase in service quality variable will be accompanied by an increase in Purchase
Decision by 0.120
Every 1 increase the price variable will be accompanied by an increase in purchasing decisions of
0.223
From the above equation it can be seen that if the quality of service increases then customer
satisfaction will increase purchasing decisions, as well as an increase in the price variable will
increase purchasing decisions.
Analysis of the influence of service quality and price on purchasing decisions through buying
interest
Figure 2. Path Analysis Model
Hypothesis Testing
It is suspected that there is an effect of service quality and price on Shopee consumer buying
interest
Value ofh product quality and price on customer satisfaction
through buying interest as follows:
Standardized
Coefficients
B Std. Error Beta
(Constant)
19,214 3,208 5,990 ,000
KL
,105 ,096 ,120 1,088 ,009
HR
,199 ,098 ,223 2,025 ,006
1
a. Dependent Variable: KP
Model
Unstandardized Coefficients
t
Sig.
Buying
Interest
(Z)
Purchase
Results (Y)
Price
(X2)
0,120
0,233
0,194
0,037
0,286
Quality Service
(X1)
The Effect of Service Quality and Price on Consumer Purchase Decisions Through Purchase Interest
on Online Shopee Shopping Sites in Indonesia
Indonesian Journal of Multidisciplinary Science, Vol 1 (No 8), Mei 2022
846
X1 → Z → Y = (ρZX1) x (ρYZ) = 0.194 x 0.037 = 0.007
X2 → Z → Y = (ρZX2) x (ρYZ) = 0.286 x 0.037 = 0.010
Table 5. F Test Results The Influence of Service Quality and Price on Purchase
Intention From the results of data processing using the SPSS version 23 program, it was
found that the F-count value was 9.721 with an F-table 3.09. It is known that the calculated F value
is greater than the F-table, thus H0 is rejected and H1 is accepted with a 5% significance. So it can
be concluded that the variables of service quality and price have a simultaneous effect on buying
interest. Thus the first hypothesis is tested and proven.
It is suspected that there is an influence of Service Quality and Price on Purchase Decisions
Table 6. F Test Results The Influence of Service Quality and Price on Purchase Decisions
From the results of data processing using the SPSS version 23 program, it was found that the
F-count value was 2.081 with F-table 3.09. It is known that the F-count value is smaller than the
F-table, thus H0 is accepted and H1 is rejected. So it can be concluded that the service quality and
price variables have no simultaneous effect on buying interest. Thus the second hypothesis is
untested and unproven.
It is suspected that there is an influence of buying interest on purchasing decisions
Table 7. results of t-test of the effect of buying interest on purchasing decisions
From the results of data processing using SPSS version 23 program, it was found that the t-
count value was 0.369 with a t-table of 1.660. It is known that the t-count value is smaller than the
t-table, thus H0 is accepted and H1 is rejected. So it can be concluded that there is no influence of
buying interest on purchasing decisions. Thus the third hypothesis is untested and unproven.
Sum of
Squares
df Mean Square F Sig.
Regression
120,347 2 60,174 9,721
.000
b
Residual
600,413 97 6,190
Total
720,760 99
ANOVA
a
Model
1
a. Dependent Variable: MB
b. Predictors: (Constant), HR, KL
Sum of
Squares
df Mean Square F Sig.
Regression
28,611 2 14,305 2,081
.130
b
Residual
666,699 97 6,873
Total
695,310 99
ANOVA
a
Model
1
a. Dependent Variable: KP
b. Predictors: (Constant), HR, KL
Standardized
Coefficients
B Std. Error Beta
(Constant)
21,296 2,278 9,348 ,000
MB
,037 ,099 ,037 ,369 ,003
1
a. Dependent Variable: KP
Coefficients
a
Model
Unstandardized Coefficients
t
Sig.
The Effect of Service Quality and Price on Consumer Purchase Decisions Through Purchase Interest
on Online Shopee Shopping Sites in Indonesia
Indonesian Journal of Multidisciplinary Science, Vol 1 (No 8), Mei 2022
847
It is suspected that there is an influence of service quality and price on purchasing
decisions through purchase intention
X1 → Z → Y = (ρZX1) x (ρYZ) = 0.194 x 0.037 = 0.007
X2 → Z → Y = (ρZX2) x (ρYZ) = 0.286 x 0.037 = 0.010
In the service quality variable, the indirect influence value is obtained from the path
coefficient value ZX1 multiplied by the path coefficient value YZ. The multiplication result shows
that the value of the coefficient of indirect influence (0.007) is smaller than the value of the
coefficient of direct influence (0.120).
While on the price variable, the indirect influence value is obtained from the path coefficient
value ZX1 multiplied by the path coefficient value YZ. The multiplication result shows that the
value of the coefficient of indirect influence (0.010) is smaller than the value of the coefficient of
direct influence (0.233).
The results of the analysis above, it shows that the buying interest variable cannot mediate
the quality of service and price on purchasing decisions. So it can be concluded that the fourth
hypothesis is untested and unproven.
CONCLUSION
Based on the results of research on the effect of service quality and price on consumer
purchasing decisions at Shopee through buying interest, the following conclusions can be drawn:
Quality of service
Based on the analysis of the description of reliability indicators providing the greatest
support for the formation of service quality variables, Shopee is considered to have the ability to
provide excellent service. promised promptly, accurately, and satisfactorily.
Price
The price affordability indicator provides the largest contribution to the formation of the
price variable, namely that products at Shopee are considered affordable and cheap.
Buying Interest
The indicator that provides the greatest support for the formation of the buying interest
variable is the desire to know the product, that is, many consumers seek information about the
product and tend to have clear and easy-to-find information.
Purchase Decision
The indicator that provides the greatest support for the formation of the purchasing decision
variable is the speed in buying the product, which is the main choice in finding needs and providing
satisfaction in transactions.
The Effect of Service Quality and Price on Consumer Purchase Decisions Through Purchase Interest
on Online Shopee Shopping Sites in Indonesia
Indonesian Journal of Multidisciplinary Science, Vol 1 (No 8), Mei 2022
848
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