Pengaruh Persepsi Harga dan Kepercayaan Konsumen Terhadap Keputusan Pembelian Konsumen Toko Online Baimsshop Garut di Instagram
DOI:
https://doi.org/10.58192/ebismen.v5i4.4906Keywords:
Customer Trust, Price Perception, Purchasing DecisionAbstract
This study aims to determine the effect of price perception and consumer trust on purchasing decisions at Baimsshop Garut, both partially and simultaneously. The research method used was a quantitative method with a causal associative approach. Data were collected through the distribution of questionnaires using a Likert scale to 100 respondents who were selected using purposive sampling. The data analysis techniques included descriptive analysis, validity test, reliability test, multiple linear regression analysis, classical assumption test, and hypothesis testing. The results showed that price perception had a positive and significant effect on purchasing decisions, with a t-value of 3.628 and a significance value of 0.000 < 0.05. Consumer trust also had a positive and significant effect on purchasing decisions, with a t-value of 7.860 and a significance value of 0.000 < 0.05. Simultaneously, price perception and consumer trust had a significant effect on purchasing decisions, with an F-value of 382.970 and a significance value of 0.000 < 0.05. The coefficient of determination showed an R Square value of 0.888, indicating that price perception and consumer trust were able to explain 88.8% of purchasing decisions, while the remaining 11.2% was influenced by other variables outside the scope of this study. The practical implication of this research suggests that online businesses, particularly those operating on social media platforms like Instagram, must prioritize building consumer trust through consistent service quality and transparent communication, while maintaining a price structure that aligns with the perceived value of the products offered to sustain competitive advantage.
References
Aliryanti, W. B. (2024). Pengaruh Perceived Quality , Brand Image Dan Brand Trust Terhadap Keputusan Pembelian Produk Skintific ( Study Pada Konsumen Di Kabupaten Jepara ) Universitas Islam Nahdlatul Ulama Jepara. Jurnal Ekonomika Dan Manajemen, 13(1), 92–106. https://doi.org/10.36080/jem.v13i1.2871
Amri, S., Hafizin, Fariantin, E., Satriawan, Nursanty, I. A., Syakbani, B., Endrawati, B. fitria, Viana, P. A., Tabun, M. A., Wulandari, R., Fajariah, F., Mulyadi, D., Clara, A. A. S., & Ramadhani, I. (2022). Pengantar Ilmu Manajemen (A. Bairizki (ed.)). Seval Literindo Kreasi. https://doi.org/10.31237/osf.io/2ewjn
APJII. (2025). Survei Penetrasi Internet Dan Perilaku Penggunaan Internet. https://survei.apjii.or.id/home
Azmi, M. W., & Patrikha, F. D. (2022). Pengaruh Online Customer Experiences Terhadap Keputusan Pembelian Dengan Kepercayaan Sebagai Intervening (Studi Pada Pembelian Elektronik Di Marketplace Shopee). Jurnal Pendidikan Tata Niaga (JPTN), 10(1), 1610–1618. https://doi.org/10.26740/jptn.v10n1.p1610-1618
Dwi, J., Amory, S., Mudo, M., & Rhena, J. (2025). Transformasi Ekonomi Digital dan Evolusi Pola Konsumsi : Tinjauan Literatur tentang Perubahan Perilaku Belanja di Era Internet. 14, 28–37. https://doi.org/10.33395/jmp.v14i1.14608
F, B. (2025). Diskop UKM: Digitalisasi UMKM Garut Melesat 632 Persen. Fokus Jabar.Id. https://fokusjabar.id/2025/12/19/diskop-ukm-digitalisasi-umkm-garut-melesat-632-persen/?utm
Fitriana, F., & Yosepha, sri yanthy. (2023). Pengaruh Promosi Dan Persepsi Harga Terhadap Kepuasan Konsumen Pada Produk Handphone Oppo Di Shopee Wilayah Jakarta Timur. JIMEN Jurnal Inovatif Mahasiswa Manajemen, 3(3), 224–236. https://doi.org/10.35968/fg9d2a95
Hakim, A., Simanjuntak, M., & Hasanah, N. (2021). Faktor-Faktor Yang Memengaruhi Keputusan Pembelian Di Instagram : Peran Trust Sebagai Variabel Mediator Factors Affecting Purchasing Decision on Instagram : The Role of Trust as Mediator Variable. 14(3), 296–309. https://doi.org/10.24156/jikk.2021.14.3.296
Harahap, L. M., Nuraina, A. L., Kartika, R., Zuhra, N., Manurung, I. S., & Irfandi, M. (2026). Perubahan Perilaku Konsumen Di Era Ekonomi. 4(4), 122–135.
Haryani, D. septi, & Fauzar, S. (2021). Efektivitas Media Sosial Instagram Sebagai Media Promosi Sekolah Tinggi Ilmu Ekonomi ( STIE ) Pembangunan Tanjungpinang. 4(1), 12–20. https://doi.org/10.52624/manajerial.v4i1.2227
Hidayat, A., Wijaya, T., Ishak, A., & Catyanadika, P. E. (2021). Consumer Trust as the Antecedent of Online Consumer Purchase Decision. https://doi.org/10.3390/info12040145
Komsiah, E. (2022). Kepercayaan Konsumen Kepada Transaksi Online. 2(2), 1–6. https://doi.org/10.55606/cendikia.v2i2.190
Larosa, S., & Paludi, S. (2025). Pengaruh Kualitas Produk, Persepsi Harga Dan Citra Merek Terhadap Keputusan Pembelian Di Flash Coffee Indonesia. 7(1), 105–115. https://doi.org/10.36985/vga6r922
Mihartinah, D., Anggarawati, S., & Nasution. (2023). Pengaruh Viral Marketing, Harga Dan Kepercayaan Konsumen Terhadap Keputusan Pembelian Online Melalui Media Sosial Instagram. 21–42.
Nawawi, M., & Shiddieq, D. F. (2025). Pengaruh Kepercayaan, Harga, dan Kualitas Produk terhadap Keputusan Pembelian Konsumen Pada Platform E-commerce Shopee di Kabupaten Garut.
Noviyanti, S., & Vania, A. (2023). Peran Price Perception , Influencer , Dan Product Attribute Terhadap Keputusan Pembelian Produk Mlm Tiens Syariah ( Studi Pada Konsumen PT . Singa Langit Jaya Di Kota Malang ). 6.
Pasaribu, L. natalia, & Purba, K. (2020). The influence of trust on the online purchase decisions with buying interest onthe social networking site Instagram: case study of online shop users on Instagram. 2020, 1–20. https://doi.org/10.33448/rsd-v9i10.9119
Permadi, R. N., Sari, M. R., & Prawitasari, N. (2022). Pemanfaatan Media Sosial Sebagai Platform Utama Pemasaran Produk UMKM. 10(01), 15–29. https://doi.org/10.36080/ag.v10i1.1695
Rifa’ie, R., & Surya, A. P. (2022). Peran Kualitasproduk,Persepsi Harga,Dankualitas Pelayanan Dalam Meningkatkankeputusanpembelian (Studi pada Toko Pakaian Seragam Sekolah). 147–157.
Rudiawan, I. (2025). Pengusaha UKM, Pemkab : 23 Persen Kantongi NIB. RRI. https://rri.co.id/bandung/ekonomi/umkm/1535589/pengusaha-ukm-pemkab-23-persen-kantongi-nib?utm
Saphira, S. D. (2024). Pengaruh Digital Marketing, Persepsi Harga, dan Brand Trust terhadap Keputusan Pembelian pada Produk Bittersweet By Najla. Al-Kharaj : Jurnal Ekonomi , Keuangan & Bisnis Syariah Al-Kharaj : Jurnal Ekonomi , Keuangan & Bisnis Syariah, 6(3), 4033–4046. https://doi.org/10.47467/alkharaj.v6i3.6152
Sihura, H. K. (2025). Peran Media Sosial Dalam Strategi Pemasaran Umkm DI. 13(1), 703–706.
Sudarsono, H. (2020). Manajemen pemasaran (Issue 62). CV. Pustaka Abadi.
You, Y., Hu, Y., Yang, W., & Cao, S. (2022). Research on the Influence Path of Online Consumers ’ Purchase Decision Based on Commitment and Trust Theory. 13(August), 1–7. https://doi.org/10.3389/fpsyg.2022.916465
Yudianto, A., & Hasanah, N. (2025). Peran Teknologi dan E-Commerce dalam Mendorong Kewirausahaan UMKM : Studi Kasus Transformasi Digital UMKM di Kabupaten Hulu Sungai Utara. 18(3), 860–867.
Downloads
Published
How to Cite
Issue
Section
License
Copyright (c) 2026 Jurnal Ekonomi, Bisnis dan Manajemen
This work is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.
