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Analyzing the Effect of Trust, Price, and Brand Image on Consumer Decision Making on E-Commerce
Platforms
Heppy Permana
Department of Management, Narotama University, Indonesia.
[email protected]
Abstract
Purpose: The purpose of this study is to analyze the effect of trust, price, and brand image on consumer decision-making in using certain e-commerce platforms in East Java province, Indonesia.
Design/methodology/approach: This study uses quantitative research methods and includes explanatory research because this study intends to explain the causal relationship between variables through hypothesis testing using partial least squares path modelling (PLS-SEM) analysis techniques. This study used the purposive sampling technique to determine the sample and involved respondents from the East Java region who have used an e- commerce platform to meet their needs, and there were usable 76 questionnaires in this study. The data was analyzed using SMART PLS 3. Findings: The result shows that trust and price positively influence consumer decision-making. The significant value of trust is 0.000 and the price is 0.040 which of them are smaller than 0.05. On the other hand, the brand image shows the otherwise results by having a significant value above 0.05, this implies that the brand image did not have a significant effect on consumer decision-making regarding the usage of certain e-commerce platforms for the respondents in East Java province. This rejected variable is affected by research fields and target samples.
Research limitations/implications: This study is limited to the East Java region only. The demography data shows that most respondents are from Surabaya (the capital of East Java province), so it might affect the results of the study. Besides, the focus of this study is to analyze trust, price, and brand image as the factors which affect how consumers make a decision to use certain e-commerce platforms and not explore other potential variables for the determinant factors. Practical implications: The results of the study show that price and trust have a significant influence on consumer decision-making in using an online shopping platform. It implies that marketing strategy, primarily in the East Java region give focus more to those variables to increase the chance in using certain e-commerce platforms. Paper types: Research paper.
Keywords:
Brand Image, Consumer Decision Making, E-Commerce, Price, Trust.
1. Introduction
The COVID-19 pandemic that has hit the entire world, including Indonesia, has had an alarming impact on health and economic conditions. One of the efforts made by the Indonesian government in reducing the risk of the virus’s rapid spread is a program called Large-Scale Social Restrictions (PSBB). PSBB in the process, limits community activities, including in terms of the economy. This impact is seen in the restrictions on people's movements as consumers, producers, distributors, and other related parties (Pravasanti, Listiana, &
Saputri, 2021). Online buying and selling transactions become an alternative to meet the needs of customers and other business parties. Meeting needs online is done by e-commerce platforms. E-commerce companies in Indonesia have shown an increase in sales volume amid demands for physical distancing amid the COVID-19 outbreak.
E-commerce is defined as online buying and selling activities by consumers and/or between companies using electronic devices as intermediaries for business transactions (Rahmawati, Hidayati, & Triyono, 2021). E- commerce has changed technology and business relationships. E-commerce participation refers to the extent to which an organization adopts, integrates, and uses the technology that exists within e-commerce itself (Pauline Ratnasingam, 2003). The existence of E-Commerce is supported by online shopping applications that are mushrooming in Indonesia. Some examples of online shopping platforms that are widely used by the Indonesian people are Lazada, Bukalapak, Blibli, Shopee, and Tokopedia. Last year, Tokopedia became an online shopping platform with the highest number of website visits reaching 147,790,000 monthly on average (Iprice Group, 2021). The competition for each platform is very tight. Each company is competing to increase the number of consumers by carrying out various strategies that can improve purchasing decisions by consumers.
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The Financial Services Authority (OJK) stated that around 88.1 percent of internet users in Indonesia have used e-commerce services to buy various daily products (CNN Indonesia, 2021). Consumers go through several stages in the decision-making process before buying a product, starting from the introduction of needs to behaviour after making a purchase (Kotler, Philip. & Armstrong, 2008). Several variables influence consumer decisions in making transactions on online platforms such as brand image, trust Gunawan et al. (2019), Fachmi (2019) price, product quality (Herawati, 2019), and easiness in shopping activities (Suharman, 2019).
Based on the phenomena and previous studies above, the purpose of this study is to determine and analyze the effect of trust, price, and brand image on consumer decision-making on E-Commerce platforms in the East Java region, Indonesia.
2. Literature Review
Research conducted by Kusumastuti (2020) states that during the pandemic, as many as 69 percent of consumers turned to e-commerce to fulfil their daily needs. E-Commerce is an exchange between goods and services between organizations or individuals supported by the use of a comprehensive information and communication technology system and has a globally standardized infrastructure network (Turban et al, 2015).
E-Commerce businesses can include several things such as direct online sales websites for consumers, participation in online marketplaces by involving third-party business actors to customers, as well as between customers. Based on several previous studies, consumers make a decision to use certain platforms based on some considerations regarding trust, price, and brand image.
The role of trust in business is receiving increasing attention from researchers and management practitioners (Hosmer, 1995). Many researchers propose that trust is a very important variable, both on the interpersonal scale, managerial effectiveness, and economic activity (Doney & Cannon, 1997). Roger C. Mayer (1995) define trust as "the willingness of a party to be vulnerable" to the actions of another party based on the expectation that the other party will perform certain actions that are important to the trustee, regardless of his ability to monitor or control the other party. Cornell & Shapiro (1987) also states that institutional-based trust is the belief that a party has security by providing guarantees, security networks, and other structures.
Price is one element of the marketing mix that is flexible, this is because the nature of the price can be changed quickly (Tjiptono, 2008). Pricing strategy is very important because it can provide value to consumers as well as one of the factors that influence product image and purchasing decisions (Lupiyoadi, 2013).
Furthermore, price is a monetary unit or other measures (including other goods and services) that are exchanged to obtain ownership rights or use of an item or service (Tjiptono, 2008). Price is specifically the exchange of money for goods or services. Also the sacrifice of time for waiting to get goods or services (Lupiyoadi, 2001).
Managers usually strive to charge a price that will yield a reasonable profit. To make a profit, managers must choose a price that is equal to the perceived value of the target consumer. Kotler & Armstrong (2008) also stated that four important indicators characterize prices, namely affordability, suitability of prices with product and service quality, competitiveness, and suitability of prices with benefits.
Brand image is something more valuable than the product, namely the brand can be used as a differentiator of a product with other similar products (Djatmiko & Pradana, 2016). Foster (2018) describes the brand image as decryption of associations and consumer beliefs about certain brands. A good product brand image will encourage buyers to have more loyalty to a product (Rares & Jorie, 2015). Aaker (2011) suggests that there are three important components in measuring brand image, namely product attributes, customer benefits, and brand personality. Product attributes are everything or characteristics inherent in a brand itself. The benefits that customers get include what benefits will be obtained by customers from using products with certain brands. Meanwhile, brand personality is related to the image associated with a brand, by analogy with a human- like personality.
Leon G. Schiffman (2007), suggest that there are three stages in the decision-making process carried out by consumers, which begins with the input stage related to the introduction of needs. The second stage is the process stage which is characterized by searching for information about a particular service or product. The last is the stage of expenditure or output related to decision-making and evaluation after buying. Similiar to Kotler &
Armstrong (2008), Leon G. Schiffman (2007) suggest that there are five stages in the purchasing decision process, starting with the introduction of needs and then searching for information about related products.
Information search is a process leading to personal evaluation of a product or service choice, this condition occurs when a person already knows what his needs are and actively seeks information to get the most appropriate service for him. The next step is to evaluate alternatives, this evaluation is carried out by the buyer to get the most profitable option according to their needs. After evaluating alternatives, the buyer will be faced with the purchase decision stage, namely deciding to buy or not. This stage ends with the post-purchase behaviour stage. This is related to satisfaction with the product that has been purchased.
102 3. Methodology
This research uses quantitative research methods and includes explanatory research (explanatory research) because this study intends to explain the causal relationship between variables through hypothesis testing with partial least squares path modelling analysis techniques (PLS-SEM). The population of this study is Indonesian citizens who live in the East Java region and have experience in using e-commerce platforms for shopping. In this study, the size of the population is not known for certain, so for determining the sample use the theory from Bentler & Chou (2016) to determine the sample size against the number of parameters is 5:1. The number of samples used was 76 respondents. The sampling technique used was the selection of the suitability of the research objectives, namely the Purposive Sampling technique. In this study, there are two types of variables, namely exogenous variables and endogenous variables. This study has three exogenous variables, namely Trust (T), Price (P), and Brand Image (B), and then one endogenous variable, namely Consumer Decision-Making (PK). The conceptual framework of this research is as shown in Figure 1 below :
Figure 1. Research Concept Framework
The hypothesis that can be drawn from this research is based on the problem formulation, literature review and conceptual framework above, namely:
1. There is a positive influence of trust on consumer decision-making 2. There is a positive influence of price on consumer decision-making 3. There is a positive influence of brand image on consumer decision-making
4. Analysis and Discussion of Results
The number of respondents in this study was 76 people who have experience using e-commerce platforms. From 76 respondents, the majority are female (67%). Moreover, the respondent’s age ranges from 20 to 30 the most about 96.1%. In terms of household income, about 11.8% indicate that their income is more than Rp5.000.000,00. Most respondents are from Surabaya (68.4%). The most favourite e-commerce used was Shopee, with 82.9%.
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Table 1. Respondents demography
Gender Male 33%
Female 67%
Age <20 3.9%
20 – 30 96.1%
Income
< Rp 3.000.000 40.8%
Rp 3.000.000 – Rp 5.000.000
47.4%
> Rp 5.000.000 11.8%
Respondent area
Surabaya 68.4%
Banyuwangi 17.1%
Sidoarjo 7.9%
Gresik 3.9%
Pasuruan 1.3%
Situbondo 1.3%
Favourite E-Commerce
Shopee 82.9%
Tokopedia 13.2%
Lazada 2.6%
Buka Lapak 1.3%
Source: Data processed 2022
4.1. Measurement Model Evaluation (Outer Model)
Figure 2. Outer Model
The evaluation of the measurement model in this study consisted of three tests, namely indicators of validity, construct reliability and the scores of Average Variance Extracted (AVE). The results of the indicators of validity, construct reliability and the scores of Average Variance Extracted (AVE) can be seen in table 2-4 below:
Trush
Price
Brand Image
Decision Making
Belief
Price Decision
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Table 2. Construct Validity
Indicators Brand Image Price Trust Consumer decision- making
B1 0.704
B2 0.624
B3 0.780
B4 0.770
P1 0.605
P2 0.842
P3 0.846
P4 0.195
PK1 0.763
PK2 0.760
PK3 0.792
T1 0.677
T2 0.870
T3 0.761
T4 0.814
Source: Data processed 2022
Gozali (2004) suggests that a construct is considered valid if the factor loading value of each indicator studied has a value of more than 0.5. The loading value test is carried out to determine the feasibility of each indicator (Chin, 1998). Based on table 4.10 it can be seen that all indicators have met the minimum factor loading value, which is more than 0.5 except for the P4 indicator which is 0.195 which must be removed because it does not meet the minimum value so that it can be continued in the next test.
The construct reliability is carried out by looking at the composite reliability value with a minimum value of 0.6 – 0.7 or more and a minimum value of 0.5 for AVE so that it can be said to be valid (Gozali, 2004). In addition, the purpose of this test is to see the consistency of an instrument in measuring constructs. The results of composite reliability and AVE are shown in table 3:
Table 3. Composite Reliability dan Cronbachs Alpha
No. Variable Composite
Reliability
AVE
1 Brand Image 0.812 0.522
2 Price 0.823 0.612
3 Trust 0.863 0.614
4 Consumer decision-making 0.815 0.595
Source: Data processed 2022
4.2. Structural Evaluation Model (Inner Model)
In assessing the structural model with PLS structural, it can be seen from the R-Square scores for the endogenous latent variable as the predictive power of the structural model where the R Square scores of 0.75, 0.50, and 0.25 indicates that the model is strong, moderate, and weak (Sugiyono, 2018). To see if the model meets the model fit criteria, where the model is seen with the SMSR scores, it must be less than 0.1 (Becker, Georges, & Aiken, 2019). The results of the R-Square scores can be seen as below:
Table 4. R Square Score
R Square R Square Adjusted
Consumer decision-making 0.508 0.488
Source: Data processed 2022
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In Table 4 it can be seen that the magnitude of the influence of trust, price, and brand image on consumer decision-making is 50.8%. Based on the Adjusted R-square value of each variable, the average value is 0.488 or 48.8% where the model in this study is categorized as moderat (Becker et al., 2019).
Figure 3. Inner Model
Table 5 shows the SMSR value of 0.099 where the value is smaller than 0.1 and the NFI value of 0.599 is less than 1, which means the model meets the model fit criteria. and the results of the calculation of the GoF score resulted in a score of 54.6% which was included in the large category, which means the model meets the criteria for model fit with the data.
Table 5. Fit Model
Source: Data processed 2022
To see whether two or more independent variables or exogenous constructs are highly correlated so that the predictive ability of the model is not good (Sekaran & Bougie, 2017), where there is no multicollinearity indicated by the VIF value must be less than 5 (Hair, Risher, Sarstedt, & Ringle, 2019). And the test results show that all construct variables in this study have a VIF value of less than 5 which indicates the absence of collinearity between constructs.
Table 6. Hypothesis Test Results Hyphothesis
Hubungan Variabel Original Sample (O)
T Statistics
(|O/STDEV|) P Values Decision H1 The effect of trust on consumer
decision-making 0.562 4.336 0.000 accepted
H2 The effect of price on consumer
decision-making 0.204 1.752 0.040 accepted
H3 The effect of brand image on
consumer decision-making 0.008 0.065 0.474 rejected
Source: Data processed 2022
Saturated Model
Estimation Model
SRMR 0.099 0.099
d_ULS 1.029 1.029
d_G 0.498 0.498
Chi-Square 194.669 194.669
NFI 0.597 0.597
Decision Making
Brand Image Belief
Price
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The variable relationship is said to be significant if the T-Statistics value is greater than or equal to 1.65 at a significance level of 5% for the one-tailed test (Sarstedt, Ringle, & Hair, 2017). Based on table 6 shows that the relationship between the trust variable and consumer decision making is significant because the t statistic value is 4,336, which is greater than 1.65. In addition, the value of p values is 0.000 which meets the requirements of less than 0.05. The original sample value is positive, which indicates that the relationship between the trust variable and consumer decision making has a positive direction. So it can be concluded if the relationship between the trust variable and consumer decision making has a positive and significant direction, so hypothesis 1 (H1) is accepted. From the analysis using PLS, it can be seen that the trust variable has a positive and significant influence on the consumer decision-making variables. This shows that the higher the trust gained by consumers, the higher the consumer's decision making to use a shopping platform will also be. This is supported by research conducted by Mahliza (2020) which suggests that trust has a positive influence on consumer decision making in conducting an online transaction. Trust is important in transacting in the digital world. Campbell & Fairhurst (2016) stated that consumers put a trust in the products or services they buy. This means that consumers have an expectation of trust that the product or service is reliable because it is considered capable of fulfilling the promise of their product or service.
The relationship between the price variable and consumer decision making is also significant because it has a t-statistics value above 1.65, which is 1.752. In addition, the p values also meet the accepted hypothesis, which is less than 0.05. The original positive sample value is 0.204, which means that the two variables have a positive direction of relationship. So it can be concluded if the price variable has a positive and significant influence on the consumer decision-making variable, so hypothesis 2 (H2) is accepted. Hypothesis testing shows that price affects consumers in making decisions in making online transactions positively. This shows that consumers are highly influenced by price when deciding to make a purchase on a particular online shopping platform. Transactions of goods or services through online shopping platforms have opened a new way of shopping, where consumers are given the convenience of choosing a product with very diverse price variations.
Unlike traditional shopping, offline, which is less open about the price of an item. The features in the online shopping platform also allow consumers to get an item at a price that matches their purchasing power. This finding is also supported by research conducted by Lestari et al (2022) regarding the effect of price on consumer decisions to conduct online transactions on online shopping platforms.
Finally, the relationship between brand image variables on consumer decision making has a t-statistics value of 0.065 and a p-value of 0.474 with an original positive value of 0.562. This finding implies that brand image has a positive effect but does not have a significant effect on consumer decision making at the 0.05 level.
So that hypothesis 3 (H3) is rejected. The results of this analysis are similar to the research conducted by Tsabitah & Anggraeni (2021) which also stated that brand image does not have a significant influence on consumer decision making. This shows that consumers in East Java in this study focus more on price and trust in choosing an online shopping platform than on brand image. If you look at the demographic analysis, the majority of respondents chose Shopee as the shopping platform used, amounting to 82.9%. A survey conducted by the E-Commerce IQ Consumer Pulse Report stated that consumers who choose Shopee over other online shopping platforms are due to cheaper product prices which are also reinforced by free shipping or commonly called free shipping (Tech in Asia, 2018).
5. Conclusions and Recommendations
Based on the results of hypothesis testing, it is known that the effect of trust on consumer decision- making has a significance of 0.000 less than 0.05, which means the first hypothesis is accepted. Furthermore, the effect of price on consumer decision-making is 0.040 which is the second hypothesis is accepted. The test results of the influence of brand image on consumer decision-making show a significance value of 0.474 which is greater than 0.05, which means there is no significant effect and the third hypothesis is rejected, and this shows that the facts that brand image is the least factors considered by respondents in East Java region when use certain e-commerce platforms.
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