The Influence of Company Reputation and Digital Marketing on Purchasing Decisions in the Tokopedia Marketplace by Cirebon City Consumers
Abstract
The purpose of this study is to analyze the role of company reputation and digital marketing on purchasing decisions of Tokopedia users in Cirebon. The testing method used in this study is Partial Least Square (PLS) based on Structural Equation Modeling (SEM) with primary and quantitative data. The study population is Tokopedia users in Cirebon, with a sample of 70 respondents selected through purposive sampling and online questionnaire distribution. The results of the study conclude that both variables of company reputation and digital marketing have a significant and positive influence on purchasing decisions by the people of Cirebon city on Tokopedia marketplace users. Most Tokopedia users in Cirebon city prefer to access information to assess the reputation of the company they are going to buy from social media and internet search engines as well as the Tokopedia website compared to e-mail when shopping on Tokopedia.
Downloads
References
Adhitia, Adit. 2022. Ini Pertumbuhan Pengunjung Tokopedia sampai Kuartal II 2022. adi adhiti. databooks. https://databoks.katadata.co.id/produk-konsumen/statistik/3300690c055d10d/ini-pertumbuhan-pengunjung-tokopedia-sampai-kuartal-ii-2022.
Afandi, M. F., Indraningrat, K. & Ayniyah, Z. 2019. “Pengaruh Reputasi Perusahaan Dan Keamanan Terhadap Keputusan Membeli Secara Online Di Lazada Yang Dimediasi Oleh Kepercayaan.” Jurnal Manajemen dan Kearifan Lokal. Vol. 3 No.2. Vol. 3 No. https://journal.apmai.org/v2/index.php/jmkli/article/view/45%0A.
Ani, Nurviani. 2023. “Pengaruh Digital Marketing, Electronic Word of Mouth dan Lifestyle terhadap Keputusan Pembelian pada Tiktok Shop Indonesia.” BISMA : Business and Management Journal 1(04): 37–44.
Aryani, Menik. 2021. “Analisis Digital Marketing Pada Hotel Kila Di Kabupaten Lombok Barat Terhadap Kepuasan Konsumen.” Jurnal Visionary : Penelitian dan Pengembangan dibidang Administrasi Pendidikan 6(1): 22.
Az-Zahra, Penny, dan Arti Sukmalengkawati. 2022. “Pengaruh Digital Marketing Terhadap Minat Beli Konsumen.” Jurnal Ilmiah Manajemen, Ekonomi, & Akuntansi (MEA) 6(3): 2008–18.
Christbelloni S. Z., Haedar Greis M. Sendow, Raymond Kawet. 2021. “Pengaruh Employee Engagement , Beban Kerja Dan Kepuasan Kerja Terhadap Kinerja Karyawan Di Pt Pegadaian ( Persero ) Kantor Wilayah V Manado Employee Engagement Effect , Workload , and Job Satisfaction.” Jurnal EMBA :Jurnal Riset Ekonomi, Manajemen, Bisnis dan AKuntansi Universitas Sam Ratulangi Manado ISSN 2303-1174 9(3): 7–15.
Clarisa, Clarisa. 2020. “Pengaruh Digital Marketing Terhadap Minat Beli Konsumen Pada Marketplace Shopee (Studi Pada Mahasiswa Di Kota Palembang).” Journal of Chemical Information and Modeling 53(9): 1689–99.
Dasser, Alice Maria, Lucky O.H Dotulong, dan Sjendery S.R Loindong. 2024. “Pengaruh Corporate Reputation Dan Keamanan Terhadap Keputusan Pembelian Pada E-Commerce Tokopedia Oleh Konsumen Desa Tateli Satu Yang Dimediasi Oleh Trust.” 400 Jurnal EMBA 12(03): 400–411.
Ghozali, I., & Latan, H. 2015. Partial least squares: Konsep, teknik, dan aplikasi menggunakan program smart PLS 3.0 (2nd ed.). Semarang: Universitas Diponegoro Semarang.
Gunarsih, Cindy Magdalena, Johny A. F. Kalangi, dan Lucky F. Tamengkel. 2021. “Pengaruh Harga Terhadap Keputusan Pembelian Konsumen Di Toko Pelita Jaya Buyungon Amurang.” Productivity 2(1): 69–72. https://ejournal.unsrat.ac.id/index.php/productivity/article/view/32911.
Hair, J. F., M. Sarstedt, L. Hopkins, dan V. G., dan Kuppelwieser. 2014. “Partial Least Squares Structural Equation Modeling (PLS-SEM): an Emerging Tool in Business Research.” European Business Review 26(2): 106–21.
Herwin, Herwin, dan Ferryal Abadi. 2018. “Pengaruh Reputasi Perusahaan Dan Reputasi Vendor Terhadap Keputusan Pembelian Secara Online Dengan Kepercayaan Konsumen Sebagai Variabel Antara.” Jurnal Riset Manajemen dan Bisnis (JRMB) Fakultas Ekonomi UNIAT 3(3): 353–64.
Hilmawati, Mei Ruli Ninin, dan Rohmawati Kusumaningtias. 2021. “Inklusi Keuangan Dan Literasi Keuangan Terhadap Kinerja Dan Keberlangsungan Sektor Usaha Mikro Kecil Menengah.” Nominal: Barometer Riset Akuntansi dan Manajemen 10(1): 135–52.
Mahasiswa, Enterpreuner Bagi. 2024. “Hamka Insight Social Media Marketing Sebagai Pemasaran Digital Era Modern Social Media Marketing : Strategi Pemasaran Digital Era Modern ( Sebuah Studi Literatur ).”
Nur Alam, Gilang, Windy Dermawan, dan Fuad Azmi. 2023. “Online Shopping Era Pasca Covid-19: Tinjauan Atas Pergeseran Tren Dalam Perdagangan Bebas.” Jurnal Perdagangan Internasional 1(2): 128–42.
Oktavania, Widita Putri. 2019. “Pengaruh Pemasaran Langsung dan Promosi Penjualan Terhadap Keputusan Pembelian Produk Wardah Exclusive Matte Lip Cream Di Tokopedia.” Expose: Jurnal Ilmu Komunikasi 2(1): 27.
Panggalo, Dalmasius. 2020. “Pengaruh Reputasi Perusahaan Terhadap Keputusan Nasabah Dalam Memilih Produk Pada Pt. Bank Sulselbar Cabang Utama Makassar.” Jurnal BISNIS & KEWIRAUSAHAAN 9(1): 40–52.
Putri, Prisma Miardi, dan R.A Marlien. 2022. “Pengaruh Digital Marketing terhadap Keputusan Pembelian Online.” Jesya (Jurnal Ekonomi & Ekonomi Syariah) 5(1): 25–36.
Rahmadalena, Tri, dan Asmanita. 2020. “Pengaruh Employee Engagement, Karakteristik Pekerjaan Terhadap Kinerja Karyawan Pada PT. Bukit Asam, Tbk Unit Dermaga Kertapati Palembang.” Jurnal Ilmiah Bina Manajemen 3(2): 68–76. https://journal.binadarma.ac.id/index.php/BINAMANAJEMEN/article/view/1094.
Sarstedt, Marko. 2019. “The Great Facilitator.” The Great Facilitator (May).
Setiani, Dwi, Yunita Indah Pratiwi, dan Acep Komara. 2024. “Financial Behavior Mediates Financial Literacy And Inclusion On The Performance Of Cirebon City MSMES.” International Journal Of Humanities Education And Social Sciences (IJHESS) E-ISSN 4(1): 2808–1765. https://ijhess.com/index.php/ijhess/.
Sugiyono. 2019. Metode Penelitian Kuantitatif, Kualitatif & RND. Bandung: Alfabeta. Bandung: Alfabeta. https://inlislite.uin-suska.ac.id/opac/detail-opac?id=27688.
Tokopedia. 2023. “Tokopedia.” Wikipedia. https://id.m.wikipedia.org/wiki/Tokopedia.
Yusuf, M, I N T Sutaguna, M Hariyanto, dan ... 2023. “Tokopedia Marketplace, The Effect Of Digital Marketing And Service Quality On Purchase Decisions.” Jurnal Mirai … 8(1): 448–57. https://www.journal.stieamkop.ac.id/index.php/mirai/article/view/4540%0Ahttps://www.journal.stieamkop.ac.id/index.php/mirai/article/download/4540/2962.
Copyright (c) 2025 Hammam Fadillah Azka, Fahad Rizky Wiguna, Lis Tatin Hernidatiatin
This work is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.
Authors who publish with this journal agree to the following terms:
- Authors retain copyright and grant the journal right of first publication with the work simultaneously licensed under a Creative Commons Attribution License that allows others to share the work with an acknowledgment of the work's authorship and initial publication in this journal.
- Authors are able to enter into separate, additional contractual arrangements for the non-exclusive distribution of the journal's published version of the work (e.g., post it to an institutional repository or publish it in a book), with an acknowledgment of its initial publication in this journal.
- Authors are permitted and encouraged to post their work online (e.g., in institutional repositories or on their website) prior to and during the submission process, as it can lead to productive exchanges, as well as earlier and greater citation of published work.
