Convenient or Marketing matters? Unveiling the Determinants of Purchasing Decisions in Tokopedia E-Commerce

Izeldin Khalid Sufyan  -  Institut Agama Islam Tazkia, Indonesia, Indonesia
Mohammad Bintang Pamuncak*  -  Institut Agama Islam Tazkia, Indonesia and Universiti Kebangsaan Malaysia, Malaysia

(*) Corresponding Author
DOI: 10.21580/jdmhi.2023.5.2.18247

This paper investigates the determinants of purchasing decision of Tokopedia e-commerce consumers with Gen-Z as a sample. This paper refers to Technology Acceptance Model (TAM) as theoretical framework, where the indicators use in this study combines both  convenient matter in purchasing at e-commerce such as Artificial Intelligence (AI) and marketing matters from both digital and non-digital marketing i.e., Islamic Marketing Ethics (IME). This paper employs Structural Equation Model-Pooled Least Square (SEM-PLS). The results show that AI and Digital Marketing (DM) have positive and significant relationship to influence consumers’ decision to purchase in Tokopedia. Meanwhile, IME has positive but non-significant relationship with purchase decision. This paper argues that this is due to the respondents’ knowledge of Sharia compliance in e-commerce transaction and lack of IME indicators socialization by Tokopedia, where Tokopedia already implement some indicators of IME in their feature such as Halal Corner. The result expects to contribute to development of theoretical and practical implication, particularly on Marketing matters both digital and Islamic marketing ethics.

Keywords: e-commerce, Islamic marketing ethics

  1. Abbas, A., Nisar, Q. A., Mahmood, M. A. H., Chenini, A., & Zubair, A. (2020). The role of Islamic marketing ethics towards customer satisfaction. Journal of Islamic Marketing, 11(4), 1001–1018. https://doi.org/10.1108/JIMA-11-2017-0123
  2. Aguirre-Urreta, M., & Ronkko, M. (2015). Sample Size Determination and Statistical Power Analysis in PLS Using R: An Annotated Tutorial. Communications of the Association for Information Systems, 33-51. doi:https://doi.org/10.1007/978-3-030-80519-7
  3. Amalia, P. S., & Safira, D. N. (2021). The Influence Of Intellectual Capital And Sharia Compliance On Jurnal Akuntansi Fakultas Ekonomi UNIBBA. (Akurat) Jurnal Ilmiah Akuntansi, 12, 129–142.
  4. Andrade, H., & Valtcheva, A. (2009). Promoting Learning And Achievement Through Self-Assessment. Theory Into Practice, 48(1), 12–19. Https://Doi.Org/10.1080/00405840802577544
  5. Arifin, N., Indrabayu, & Areni, I. S. (2019). Strawberry Ripeness Classification System Based On Skin Tone Color using Multi-Class Support Vector Machine. 2019 International Conference on Information and Communications Technology (ICOIACT), 191-195. doi:10.1109/ICOIACT46704.2019.8938457
  6. Arviollisa, P. A., Chan, A., & Nirmalasari, H. (2021). The Effect Of Artificial Intelligence (Ai) On Customer Experience(Study Of Gojek User In Bandung, West Java). Jurnal Pemikiran dan Penelitian Administrasi Bisnis dan Kewirausahaan, 1-10.
  7. Bashir, M., Nurhayati, W., & Ab, W. (2019). Applied Computing And Informatics An Integrated Approach Towards Sharia Compliance E-Commerce Trust. Applied Computing And Informatics, 15(1), 1–6. Https://Doi.Org/Https://Doi.Org/10.1016/J.Aci.2017.09.002
  8. Bahtiar, R. A. (2020). Potensi , Peran Pemerintah , Dan Tantangan Dalam Pengembangan E-Commerce Di Indonesia ( Potency , Government Role , and Challenges of E-Commerce Development in Indonesia ). Jurnal Ekonomi & Kebijakan Publik, 2004, 13–25.
  9. Chin, W. W. (1998). The partial least squares approach to structural equation modeling. Modern methods for business research. Statistical Strategies for Small Sample Research, April, 295-336. https://www.researchgate.net/publication/311766005_The_Partial_Least_Squares_Approach_to_Structural_Equation_Modeling
  10. Darsono, Sakti, A., Suryanti, E., Astiyah, S., & Darwis, A. (2017). Masa Depan Keuangan Syariah Indonesia (1 ed.). (M. Dr. Muhammad Syafii Antonio, Ed.) Jakarta Selatan: TAZKIA Publishing.
  11. Davis, F. D. (1985). A technology acceptance model for empirically testing new end-user information systems: Theory and results. Management, Ph.D.(January 1985), 291. https://doi.org/oclc/56932490
  12. F. Hair Jr., J., M. Hult, G., M. Ringle, C., Sarstedt, M., P. Danks, N., & Ray, S. (2021). Partial Least Squares Structural Equation Modeling (PLS-SEM) Using R. Switzerland: Springer International Publisher. doi:https://doi.org/10.1007/978-3-030-80519-7
  13. F. Hair, J., Joe Risher, J., Sarstedt, M., & M. Ringle, C. (2019). When to use and how to report the results of PLS-SEM. European Business Review, Vol. 31(1), 2-24. doi:https://doi.org/10.1108/EBR-11-2018-0203
  14. F. Hair, J., M. Ringle, C., & Sarstedt, M. (2011). PLS-SEM: Indeed a Silver Bullet. Journal of Marketing Theory and Practice, 139-152. doi:https://doi.org/10.2753/MTP1069-6679190202
  15. F. Hair, J., M. Ringle, C., & Sarstedt, M. (2011). PLS-SEM: Indeed a Silver Bullet. Journal of Marketing Theory and Practice, Vol. 19(2), 139-152. doi:https://doi.org/10.2753/MTP1069-6679190202
  16. Hair, J.F., Black, W.C., Babin, B.J. and Anderson, R.E. (2014) Multivariate Data Analysis.
  17. Hair, J., Hollingsworth, C., Randolph, A., & Chong, A. (2017). An Updated and Expanded Assessment of PLS-SEM in Information Systems Research. Industrial Management & Data Systems, Vol. 117(3), 442-458. doi:https://doi.org/10.1108/IMDS-04-2016-0130
  18. Hassan, A., Chachi, A., & AbdulLatiff, S. (2008). Islamic Marketing Ethics and Its Impact on Customer Satisfaction in the Islamic Banking Industry. Journal of King Abdulaziz University-Islamic Economics, 21(1), 27–46. https://doi.org/10.4197/islec.21-1.2
  19. Herbayu, T. (2022). Pengaruh Artificial Intelegen Dan Technology Accepted Model Terhadap Keputusan Membeli Generasi Mellenial Di Kodya Jakarta Timur. Jurnal Ekonomi & Industri, 1-8.
  20. Huang, M.-H., & Rust, R. T. (2018). Artificial Intelligence in Service. Journal of Service Research, 1 - 18.
  21. Irawati, T., Rimawati, E., & Pramesti, N. A. (2020). Penggunaan Metode Technology Acceptance Model (TAM) Dalam Analisis Sistem Informasi Alista (Application Of Logistic And Supply Telkom Akses). Is The Best Accounting Information Systems and Information Technology Business Enterprise This Is Link for OJS Us, 4(2), 106–120. https://doi.org/10.34010/aisthebest.v4i02.2257
  22. Kashif, M., De Run, E. C., Abdul Rehman, M., & Ting, H. (2015). Bringing Islamic tradition back to management development. Journal of Islamic Marketing, 6(3), 429–446. https://doi.org/10.1108/JIMA-12-2013-0086
  23. Kock, N., & Hadaya, P. (2018). Minimum Sample Size Estimation In PLS-SEM: The Inverse Square Root And Gamma-Exponential Methods. Information Systems Journal, 28(1), 227–261. Https://Doi.Org/10.1111/Isj.12131
  24. Kotler, P., Keller, K. L., Maulana, A., & Hardani, W. (2009). Manajemen Pemasaran (13 ed.). Jakarta: Erlangga. Retrieved from https://inlislite.uin-suska.ac.id/opac/detail-opac?id=20080
  25. Marits, S. A., & Zaerofi, A. (2023). Trust and Purchase Intention Model of Muslim Z-Generation Consumers on E-Commerces (B2C) in Indonesia. Jurnal Manajemen, 14(1), 180. https://doi.org/10.32832/jm-uika.v14i1.9784
  26. McCarthy. (2007). What is Artificial Intelligence? The Search for Terrestrial Intelligence, Vol. 73(3), 335-360. doi:10.1142/9789812816818_0009
  27. Mogaji, Soetan, & Anh. (2021). The implications of artificial intelligence on the digital marketing of financial services to vulnerable customers. Australasian Marketing Journal, Vol. 29(3), 235-242. doi:10.1016/j.ausmj.2020.05.003
  28. Oktaviani, F., & Rustandi, D. (2018). Implementasi Digital Marketing dalam Membangun Brand Awareness. Profesi Humas : Jurnal Ilmiah Ilmu Hubungan Masyarakat, 1-20.
  29. Putri, P. M., & R.A.Marlien. (2022). Pengaruh Digital Marketing terhadap Keputusan Pembelian Online. Journal Economic and Sharia Economic, 1-12.
  30. Putri, R. A., & Fenalosa, A. (2022, January 01). [Laporan] Perusahaan E-Commerce Mana yang Paling Berpengaruh di Asia Tenggara pada Q1 2022? Retrieved from iprice: https://iprice.co.id/trend/insights/laporan-perusahaan-e-commerce-mana-yang-paling-berpengaruh-di-asia-tenggara-pada-q1-2022/
  31. Russel, & Norvig. (2010). Artificial intelligence—a modern approach by Stuart Russell and Peter Norvig, Prentice Hall. Series in Artificial Intelligence, Englewood Cliffs, NJ. (Vol. Vol. 11). New Jersey: Pearson Education.
  32. Su, Y., & Li, M. (2021). Applying Technology Acceptance Model in Online Entrepreneurship Education for New Entrepreneurs. Frontiers in Psychology, 12(October), 1–11. https://doi.org/10.3389/fpsyg.2021.713239
  33. Sarstedt, M., Ringle, C. M., & Hair, J. F. (2020). Handbook of Market Research. In Handbook of Market Research (Issue September). https://doi.org/10.1007/978-3-319-05542-8
  34. Setyawan, A. R. (2022). Implementasi artificial intelligence marketing pada E-commerce : personalisasi konten rekomendasi serta dampaknya terhadap purchase intention. jurnal Ilmiah Akuntansi dan Keuangan, 1-8.
  35. Solimun, Fernandes, A. A. R., & Nurjannah. (2017). Metode statistika multivariat : pemodelan persamaan struktural (SEM) pendekatan WarpPLS (kedua). rdamedia Universitas Brawijaya Press, 2017. https://opac.perpusnas.go.id/DetailOpac.aspx?id=1141341
  36. Sugiono. (2019). Purposive Sampling. Bandung: Alfabeta. Retrieved from https://perpustakaan.stahnmpukuturan.ac.id/opac/detail-opac?id=1689
  37. Sujarweni, W. (2015). Metodologi penelitian bisnis ekonomi. Yogyakarta: Yogyakarta Pustaka Baru.
  38. Tahrir. (1965, January 19). The Most Important Basis that the State is built upon: The Principle of Adherence to the Shariah Rule is one of the Most Important Basis that the State and the Life of the People is Built Upon. Retrieved from Hizb ut Tahrir Central Media Office: https://hizb-ut-tahrir.info/en/index.php/leaflet/hizb-ut-tahrir/6288.html
  39. Tarigan, J., & Sanjaya, R. (2013). Creative Digital Marketing. Jakarta: PT Elex Media Komputindo. Retrieved from https://books.google.co.id/books?hl=id&lr=&id=F9NBDwAAQBAJ&oi=fnd&pg=PP1&ots=qt_2waVX8d&sig=MvC1ucKkYy8-Fe_C5TVUAjvpxfI&redir_esc=y#v=onepage&q&f=false
  41. Vinzi, V. E., Chin, W. W., Henseler, J., & WangHuiwen. (2010). Handbook of Partial Least Squares (V. Esposito Vinzi, W. W. Chin, J. Henseler, & H. Wang (eds.)). Springer Berlin Heidelberg. https://doi.org/10.1007/978-3-540-32827-8
  42. Waharudin, M. F. H. (2018). The Effect of Islamic Marketing Ethics toward Customer Satisfaction, Trust and Loyalty to Islamic Banks. International Journal of Innovation and Business Strategy (IJIBS), 11(1), 36–50.
  43. Windasari, S. N., & Widyastuti. (2018). Faktor Penentu Dalam Keputusan Pembelian Online. Seminar Nasional dan Call for Papers, 2-12.
  44. Yamin, S. (2021). Seri Ebook Statistik Olah Data Statistik; SmartPLS 3, Amos dan Stata (Mudah Dan Praktis) (Pertama). Dewangga Energi Internasional Publishing.
  45. Zaerofi, A., Rohmah, Y. M., & Rachmawaty, R. (2021). The impact of viral marketing on consumer’s trust and purchasing decision. IDEAS: Journal of Management & Technology, 1(2), 22. https://doi.org/10.33021/ideas.v1i2.3432

Open Access Copyright (c) 2023 Journal of Digital Marketing and Halal Industry
Creative Commons License
This work is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.
apps