Consumer Transformation in Realizing the Society 5.0 Concept Through Purchase Decisions in the Indonesian E-Commerce Industry

Ilma Mahmudah Kamalia () and Heny Hendrayati
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Ilma Mahmudah Kamalia: Universitas Pendidikan Indonesia
Heny Hendrayati: Universitas Pendidikan Indonesia

A chapter in Proceedings of the 9th Global Conference on Business, Management and Entrepreneurship (GCBME 2024), 2025, pp 448-456 from Springer

Abstract: Abstract Purchase decisions refer to consumer behavior toward the final purchase decision. Several aspects influence purchase decisions, including direct marketing, price, and advertising. This research was conducted to examine the influence of direct marketing, price, and advertising on purchase decisions on Tokopedia in Society 5.0. The type of research used is quantitative descriptive research with primary data obtained by distributing questionnaires to the general public who are users of Tokopedia. The sample was used using a purposive sampling technique. The survey involved 102 people who had made purchases on Tokopedia. Meanwhile, data analysis used multiple linear regression with SPSS 25 application. The results of this study indicate that direct marketing, price, and advertising have a positive and significant simultaneous effect on purchase decisions on Tokopedia in Society 5.0. While partially, the price variable does not significantly influence purchase decisions. However, direct marketing and advertising variables have a positive and significant partial effect on Tokopedia’s purchase decisions.

Keywords: Advertising; Direct Marketing; Price; Purchase Decisions; Tokopedia (search for similar items in EconPapers)
Date: 2025
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Persistent link: https://EconPapers.repec.org/RePEc:spr:advbcp:978-94-6463-817-2_55

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DOI: 10.2991/978-94-6463-817-2_55

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