Abstract
Objective: This study aims to analyse the factors that influence online purchasing decisions through Pegipegi application.Research Design & Methods: This research method is quantitative with sample of 170 respondents of students of Universitas Dian Nuswantoro. The sample collecting technique is purposive sampling through questionnaires distributed personally using Likert scale. The technique of Analysis used is structural equation model. Findings:The finding results showed that 1) Electronic Word of mouth has a significant direct effect on purchasing, 2) price perception has a direct effect on purchasing decisions, 3) product quality has a direct effect on purchasing decisions, 4) brand awareness is able to mediate the influence of electronic word of mouth, price perception, and product quality on purchasing decisions.Implications & Recommendations:This research has managerial implications for the marketing policies implemented by the Pegipegi application in order to increase customer awareness, thereby increasing the desire to immediately make purchasing decisions when they need appropriate service products.Contribution & Value Added:This study provides a positive contribution to decision making on marketing policies in order to increase market share and company competitiveness in the industry.
Highlights
In this era globalization, business world has been developing very fast that competition among companies
Electronic word-of-mouth (EWOM) is the Web-based interpersonal communication between strangers to deliver the information about a product, service, or company without commercial purpose (Fan, Miao, Fang, & Lin, 2013)
Price perception is all information relating to prices which is comprehensively understood by consumers in providing meaning in their minds (Putra et al, 2020)
Summary
Business world has been developing very fast that competition among companies. There have been many different kinds of efforts by the company to provide a choice of its products to customers, especially those who have something in common. The change from the traditional era to the digital era encourages people to become more real time, personal, and interactive This change affects the industrial sector to become more digital, especially for Indonesian millennials (Vijai & Anitha, 2020). The internet is becoming a popular electronic media used in business both in the service and sales fields. This term is called electronic commerce or ecommerce (Cummins, Peltier, Schibrowsky, & Nill, 2014)
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