The Effect of Product Quality and Price on Purchasing Decisions for Bu Odeh's Peanut Cookies in Jabodetabek with Trust in Shopee E-Commerce Usage as an Intervening Variable
DOI:
https://doi.org/10.61963/jkt.v3i2.173Keywords:
Product Quality, Price, Trust in E-Commerce Usage, Purchase Decisions, MSMEs, ShopeeAbstract
The rapid growth of e-commerce has significantly influenced consumer behavior and reshaped the marketing strategies adopted by Micro, Small, and Medium Enterprises (MSMEs), particularly within the culinary sector. This research seeks to examine the effects of product quality and pricing on purchasing decisions related to Kue Kacang Bu Odeh in the Greater Jakarta area, with consumer trust in the Shopee e-commerce platform serving as an intervening variable. Employing a quantitative methodology with both descriptive and explanatory research designs, the study collected data through an online questionnaire administered to 180 respondents who had previously purchased Kue Kacang Bu Odeh via Shopee. The data were analyzed using multiple linear regression and mediation analysis through the Sobel Test, with all statistical procedures conducted using SPSS version 26. The findings indicate that product quality and pricing exert a positive and significant influence on consumer trust in the use of the Shopee e-commerce platform. Furthermore, product quality, price, and trust in Shopee e-commerce were found to have a positive and significant impact on purchasing decisions. Trust in e-commerce use was empirically demonstrated to function as an intervening variable that reinforces the effect of product quality and price on purchasing decisions. These results suggest that within the e-commerce context, consumer purchasing decisions are shaped not only by the functional attributes of products and pricing considerations but also by the level of trust in both the platform and the seller. This study is expected to offer practical insights for MSMEs in developing digital marketing strategies by emphasizing product quality enhancement, appropriate pricing strategies, and the strengthening of consumer trust within the e-commerce ecosystem.
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