Dari Pilihan Hingga Loyalitas: Studi tentang Peran Keputusan Pembelian dalam Membentuk Loyalitas Merek pada Konsumen E-Commerce Shopee di Kota Manado
Main Article Content
Penelitian ini dilatarbelakangi oleh pesatnya perkembangan ekonomi digital dan meningkatnya persaingan antar platform e-commerce di Indonesia, khususnya Shopee, yang menuntut pemahaman mendalam mengenai perilaku konsumen dalam membentuk loyalitas merek. Tujuan penelitian ini adalah menganalisis pengaruh brand consciousness, fashion consciousness, confused by over choice, dan price consciousness terhadap purchase decision serta dampaknya terhadap brand loyalty. Metode penelitian yang digunakan adalah kuantitatif dengan pendekatan cross-sectional, menggunakan data primer melalui kuesioner terhadap pengguna Shopee dengan teknik purposive sampling. Analisis data dilakukan menggunakan metode Structural Equation Modeling berbasis Partial Least Square (PLS-SEM) dengan bantuan SmartPLS 4. Hasil penelitian menunjukkan bahwa brand consciousness, fashion consciousness, dan price consciousness berpengaruh positif dan signifikan terhadap purchase decision, sedangkan confused by over choice tidak berpengaruh signifikan. Selain itu, purchase decision terbukti berpengaruh positif dan signifikan terhadap brand loyalty. Temuan ini mengindikasikan bahwa faktor psikologis dan sosial lebih dominan dalam memengaruhi keputusan pembelian dibandingkan faktor kompleksitas pilihan. Kesimpulannya, peningkatan loyalitas merek dapat dicapai melalui optimalisasi strategi pemasaran berbasis citra merek, tren fashion, dan harga kompetitif, sehingga perusahaan e-commerce dapat meningkatkan daya saing dan mempertahankan pelanggan.
Keywords:
Brand Consciousness, Fashion Consciousness, Confused by Over Choice, Price Consciousness, Purchase Decision dan Brand Loyalty
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Artanti, F. N. (2022). Keputusan Pembelian Produk Fashion Pada E-Commerce: Pengaruh Fashion Consciousness, Shopping Enjoyment, Nilai Konsumen. Jurkami:Jurnal Pendidikan Ekonomi Http://Jurnal.Stkippersada.Ac.Id/Jurnal/Index.Php/Jpe Jurkami Volume 7, Nomor 1, 2022.
Asemani, A. S. (2024). The Influence Of Brand Awareness On Brand Equity: An Investigation Among Dentists And Their Prescription Behavior. International Journal Of Pharmaceutical And Healthcare Marketing Vol. 18 No. 4, 2024.
Bhat, N. S. (2019). Austerity To Materialism And Brand Consciousness: Luxury Consumption In India. Journal Of Fashion Marketing And Management: An International Journal (2018) 22 (2): 223–239., 223-239.
Bhat, N. S. (2020). Role Of Consumer Vanity And The Mediating Effect Of Brand Consciousness In Luxury Consumption. Journal Of Product & Brand Management, 800-811.
Çelik, K. (2021). The Effect Of E-Service Quality And After-Sales E-Service Quality On E-Satisfaction. Bmi Business & Management Studies: An International Journal.
Chairy, C. (2022). Impact Of Muslim Decision-Making Style And Religiosity On Intention To Purchasing Certified Halal Food. Journal Of Islamic Marketing (2022) 13 (11): 2268–2289., 2268-2289.
Dilini Edirisinghe, A. N. (2020). Establishing Psychological Relationship Between Female Customers And Retailers A Study Of The Small- To Medium-Scale Clothing Retail Industry. Qualitative Market Research: An International Journal Vol. 23 No. 3, 2020 Pp. 447-477 © Emerald Publishing Limited 1352-2752 Doi 10.1108/Qmr-12-2017-0167.
Elahi, A. U. (2024). How Semiotic Product Packaging, Brand Image, Perceived Brand Quality Influence Brand Loyalty And Purchase Intention: A Stimulus-Organism-Response Perspective. Asia Pacific Journal Of Marketing And Logistics (2024) 36 (11), 3043-3060.
Elena Reutskaja, N. N. (2022). Choice Deprivation, Choice Overload And Satisfaction With Choices Across Six Nations. Journal Of International Marketing 2022, Vol. 30 (3) , 18-34.
Firda Novia Ardana, Y. A. (2022). Keputusan Pembelian Produk Fashion Pada E-Commerce: Pengaruh Fashion Consciousness, Shopping Enjoyment, Nilai Konsumen. Jurkami:Jurnal Pendidikan Ekonomi Volume 7, Nomor 1, 2022, 129.
Frans Sudirjo, R. R. (2023). The Influence Of Online Customer Reviews And E-Service Quality On Buying Decisions In Electronic Commerce. Journal Of Management And Creative Business (Jmcbus) Vol.1, No.2 April 2023 E-Issn: 2962-1119; P-Issn: 2962-0856, Hal 156-181.
Ghozali, I. (2014). Partial Least Squares Konsep, Metode Dan Aplikasi Menggunakan Program Warppls 4.0.
Giulia Kondort Et Al. (2023). The Role Of Fashion Influencers In Shaping Consumers’ Buying Decisions And Trends. Proceedings Of The 17th International Conference On Business Excellence 2023 (P. 1010). Sciendo.
Gizem Ceylan Et Al. (2022). Perfectionism Paradox: Perfectionistic Concerns (Not Perfectionistic Strivings) Affect The Relationship Between Perceived Risk And Choice. . Journal Of Consumer Behaviour Published By John Wiley & Sons Ltd.
Guangling Zhang, L. W. (2019). Research On Sharing Intention Formation Mechanism Based On The Burden Of Ownership And Fashion Consciousness. Www.Mdpi.Com/Journal/Sustainability.
Hardius Usman, C. C. (2021). Mpact Of Muslim Decision-Making Style And Religiosity On Intention To Purchasing Certified Halal Food. Journal Of Islamic Marketing Vol. 13 No. 11, 2022 Pp. 2268-2289 © Emerald Publishing Limited 1759-0833 Doi 10.1108/Jima-01-2021-0027.
Harun, S. H. (2015). Factors Influencing Fashion Consciousness In Hijab Fashion Consumption Among Hijabistas. Journal Of Islamic Marketing Vol. 7 No. 4, 2016 Pp. 476-494 © Emerald Group Publishing Limited 1759-0833 Doi 10.1108/Jima-10-2014-0064.
Heba Abdel Wahab, N. M. (2023). Demographic Characteristics And Consumer Decision-Making Styles: Do They Impact Fashion Product Involvement ? . Cogent Business & Management Volume 10, 2023 - Issue 2.
Hossein Mansouri, S. S. (2022). The Influence Of Seller's Ethical Behaviour On Customer's Loyalty, Satisfaction And Trust . Spanish Journal Of Marketing - Esic Vol. 26 No. 2, 2022 Pp. 267-283.
Hsu, L.-C. (2025). How To Establish Customers’ Green Brand Relationships And Behaviors: From Green Consumption Consciousness Perspectives. Asia Pacific Journal Of Marketing And Logistics (2025) 37 (5): 1321–1338., 1321-1338.
Https://Id.Wikipedia.Org/Wiki/Tokopedia. (N.D.).
Huang, L. R. (2007). High-Involvement And Low-Involvement Products A Comparison Of Brand Awareness Among Students At A South African University . Journal Of Fashion Marketing And Management Vol. 12 No. 2, 2008 Pp. 232-243.
Iffat Abbas Abbasi, A. S. (2024). Factors Influencing Consumers’ Purchase Behavior Toward Indigenous Chicken: Insights From A Cognitive Affect Behavior Model. British Food Journal Volume 126, Issue 12, 23 October 2024, , 4221-4241.
Iin Mayasari, H. C. (2024). Investigating The Role Of Brand Love On Brand Advocacy In The Local Eco Hijab Fashion Industry. Journal Of Islamic Marketing Vol. 16 No. 3, 2025, 713-735.
Isaac Cheah, A. S. (2023). Exploring E-Deal Proneness: The Interplay Of Price Consciousness And Anticipatory Regret . Asia Pacific Journal Of Marketing And Logistics Vol. 36 No. 5, 2024 , 1230-1247.
Iwanicka, A. I. (2016). The Effect Of Age, Gender And Level Of Education On The Consumer’s Expectations Towards Dairy Product Packaging. British Food Journal Volume 118 Issue 1 .
Jung-Hwan Kim, M. K. (2020). Consumer Decision-Making In A Retail Store: The Role Of Mental Imagery And Gender Difference . International Journal Of Retail & Distribution Management © Emerald Publishing Limited 0959-0552 Doi 10.1108/Ijrdm-10-2019-0353.
Junxia Yuan, H. H. (2025). What Kind Of Customers, Commodity And Context Matching Produces High Consumer Loyalty? – Fsqca Research Based On Social Cognitive Theory. Asia Pacific Journal Of Marketing And Logistics .
Jusuf Zeqiri, T. R.-T. (2023). The Impact Of E-Service Quality On Word Of Mouth: A Higher Education Context. The International Journal Of Management Education Volume 21, Issue 3,.
Khusnul Khotimah, L. F. (2024). The Influence Of Online Marketing, Brand Image And Purchase Decision On Customer Loyalty. Dinasti International Journal Of Management Science (Dijms) .
