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

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.