DAMPAK PEMASARAN DIGITAL, LITERASI KEUANGAN, DAN KEWAJARAN HARGA TERHADAP KEPUTUSAN PEMBELIAN E-COMMERCE: PERAN MEDIASI DARI PERSEPSI NILAI
Abstract
This study aims to examine the influence of digital marketing effectiveness, financial literacy, and price fairness perception on purchasing decisions in e-commerce, with perceived value as a mediating variable. A quantitative explanatory approach was employed. The sample consisted of 240 active e-commerce consumers in East Java, selected through simple random sampling. Data were collected using a five-point Likert scale questionnaire and analyzed using Partial Least Squares Structural Equation Modeling (PLS-SEM). The findings reveal that financial literacy significantly influences purchasing decisions both directly and indirectly through perceived value, with a negative effect. In contrast, digital marketing effectiveness and price fairness perception do not significantly affect purchasing decisions, either directly or indirectly. This indicates that higher financial literacy leads to more cautious and critical online consumer behavior, reducing impulsive purchases. The study highlights the role of financial literacy as a deterrent rather than a driver of digital consumption. This challenges traditional assumptions in consumer behavior models and calls for more transparency- and education-based e-commerce strategies. Future research should incorporate emotional factors and explore generational segmentation for deeper insights.
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Xia, L., Monroe, K. B., & Cox, J. L. (2004). The Price is Unfair! A Conceptual Framework of Price fairness Perceptions. Journal of Marketing, 68(4), 1–15. https://doi.org/10.1509/JMKG.68.4.1.42733
Zeithaml, V. A. (1988). Consumer perceptions of price, quality, and value: a means-end model and synthesis of evidence. Journal of Marketing, 52(3), 2–22.
Akram, U., Junaid, M., Zafar, A. U., Li, Z., & Fan, M. (2021). Online purchase intention in Chinese social commerce platforms: Being emotional or rational? Journal of Retailing and Consumer Services, 63, 102669. https://doi.org/10.1016/J.JRETCONSER.2021.102669
Armutcu, B., Zeqiri, J., Ibahrine, M., Gleason, K., & Alserhan, B. A. (2024). The relationship between digital marketing and product purchase behaviour in Turkey: A structural equations modelling approach. Journal of Marketing Communications. https://doi.org/10.1080/13527266.2024.2431930
Arrazy, B. K. (2022). Gairah Belanja Online Meningkat, Kominfo Prediksi 2025 Nilai Transaksi Mencapai USD 146 Miliar. Bakabar.Com. https://bakabar.com/post/gairah-belanja-online-meningkat-kominfo-prediksi-2025-nilai-transaksi-mencapai-usd-146-miliar-l7cyiddz
Blut, M., Chaney, D., Lunardo, R., Mencarelli, R., & Grewal, D. (2024). Customer Perceived value: A Comprehensive Meta-analysis. Journal of Service Research, 27(4), 501–524. https://doi.org/10.1177/10946705231222295/SUPPL_FILE/SJ-PDF-2-JSR-10.1177_10946705231222295.PDF
Cahyono, T. D., & Rizqi, R. M. (2024). The Impact of Digital marketing, Financial Literacy, And Digital Literacy on Purchasing Intent for Online Products. Indonesian Business Review, 7(2), 83. https://doi.org/10.21632/IBR.7.2.83-93
Ghozali, I., & Latan, H. (2014). PARTIAL LEAST SQUARES konsep, metode dan Aplikasi menggunakan program WarpPLS 4.0. Semarang: Badan Penerbit Universitas Diponegoro.
Hair, Jr. J. F., Hult, G. T. M., & Ringle, C. M. (2022). A Primer on Partial Least Squares Structural Equation Modeling (PLS-SEM). In SAGE Publications, Inc. (Issue Mi). SAGE PublicationsSAGE Publications.
Handoyo, S. (2024). Purchasing in the digital age: A meta-analytical perspective on trust, risk, security, and e-WOM in e-commerce. Heliyon, 10(8), e29714. https://doi.org/10.1016/J.HELIYON.2024.E29714
Hossain, M. L. (2024). Effects of online marketing on business profitability in the retail industry and Identify effective marketing strategy in the Age of digital transformation in Finland.
Indonesia.go.id. (2021). Bisnis E-commerce Semakin Gurih. https://indonesia.go.id/kategori/indonesia-dalam-angka/2534/bisnis-e-commerce-semakin-gurih
Kim, K., Ryoo, Y., Zdravkovic, S., & Yoon, S. (2024). Price transparency in international retailing on digital platforms. International Marketing Review, 41(5), 1133–1160. https://doi.org/10.1108/IMR-12-2023-0352
Komdigi. (2019). Menkominfo Optimis Transaksi Ekonomi Digital Bisa Tembus USD130 Miliar. Kementerian Komunikasi Dan Digital. https://www.komdigi.go.id/berita/pengumuman/detail/menkominfo-optimis-transaksi-ekonomi-digital-bisa-tembus-usd130-miliar
Kotler, P., & Keller, K. L. (2016). Marketing management (15th global ed.). Pearson.
Lusardi, A. (2019). Financial literacy and the need for financial education: evidence and implications. Swiss Journal of Economics and Statistics, 155(1), 1–8. https://doi.org/10.1186/S41937-019-0027-5/FIGURES/2
Mardinata, E., Cahyono, T. D., & Rizqi, R. M. (2023). Transformasi digital desa melalui sistem informasi desa (sid): meningkatkan kualitas pelayanan publik dan kesejahteraan masyarakat. Parta: Jurnal Pengabdian Kepada Masyarakat, 4(1), 73–81.
Mariam, S., Perdana, A. H., Putra, K., Ramli, A. H., & Aryani, F. (2023). Analysis of the Effect of Debt Level, Market Orientation, and Financial Literacy on Microenterprise Financial Performance: The Mediating Role of Consumer Behavior. Atestasi : Jurnal Ilmiah Akuntansi, 6(2), 469–494. https://doi.org/10.57178/ATESTASI.V6I2.706
Mulyono, H., & Rolando, B. (2025). Consumer boycott movements: Impact on brand reputation and business performance in the digital age. Multidisciplinary Reviews, 8(9), 2025291–2025291. https://doi.org/10.31893/MULTIREV.2025291
Nur Ani, H., Belinda, P., Mahmudah, A., Indira Fakultas Ekonomi dan Bisnis, I., Teknologi dan Bisnis Ahmad Dahlan Lamongan, I., Jl Ahmad Dahlan No, L. K., Lamongan, K., Lamongan, K., & Timur, J. (2023). Pengaruh Literasi Keuangan Terhadap Perilaku Konsumtif dan Locus of Control Pada Penggunaan Shopee Paylater. Journal of Trends Economics and Accounting Research, 4(2), 509–516. https://doi.org/10.47065/JTEAR.V4I2.1082
Nuseir, M. T., El Refae, G. A., Aljumah, A., Alshurideh, M., Urabi, S., & Kurdi, B. Al. (2023). Digital marketing Strategies and the Impact on Customer Experience: A Systematic Review. Studies in Computational Intelligence, 1056, 21–44. https://doi.org/10.1007/978-3-031-12382-5_2
Prayuda, R. Z. (2024). Investigating the Role of Digital marketing, price perception, customer satisfaction and its impact on marketing performance. Journal of Industrial Engineering & Management Research, 5(2), 25–30. https://doi.org/10.7777/JIEMAR.V5I2.518
Rosário, A., & Raimundo, R. (2021). Consumer Marketing Strategy and E-commerce in the Last Decade: A Literature Review. Journal of Theoretical and Applied Electronic Commerce Research 2021, Vol. 16, Pages 3003-3024, 16(7), 3003–3024. https://doi.org/10.3390/JTAER16070164
Silva, D. (2025). E-commerce and the Evolution of Consumer Behavior. Https://Services.Igi-Global.Com/Resolvedoi/Resolve.Aspx?Doi=10.4018/979-8-3373-0149-5.Ch008, 133–154. https://doi.org/10.4018/979-8-3373-0149-5.CH008
Song, H., & Jiang, S. (2025). Determinants of Purchase Intention in Virtual Reality Commerce Platform for Tourism Products: Y-Generation Consumers’ Perspective. Journal of Quality Assurance in Hospitality & Tourism. https://doi.org/10.1080/1528008X.2025.2518550
Sun, Y., Wang, C., & Jeyaraj, A. (2020). Enterprise social media affordances as enablers of knowledge transfer and creative performance: An empirical study. Telematics and Informatics, 51, 101402. https://doi.org/10.1016/J.TELE.2020.101402
Tarabasz, A. (2024). The Impact of Digital on Marketing Strategy. In Digital marketing (pp. 21–37). CRC Press. https://doi.org/10.1201/9781003384960-3
Xia, L., Monroe, K. B., & Cox, J. L. (2004). The Price is Unfair! A Conceptual Framework of Price fairness Perceptions. Journal of Marketing, 68(4), 1–15. https://doi.org/10.1509/JMKG.68.4.1.42733
Zeithaml, V. A. (1988). Consumer perceptions of price, quality, and value: a means-end model and synthesis of evidence. Journal of Marketing, 52(3), 2–22.
Published
2025-09-26
How to Cite
SUNARYO, Agus et al.
DAMPAK PEMASARAN DIGITAL, LITERASI KEUANGAN, DAN KEWAJARAN HARGA TERHADAP KEPUTUSAN PEMBELIAN E-COMMERCE: PERAN MEDIASI DARI PERSEPSI NILAI.
CERMIN: Jurnal Penelitian, [S.l.], v. 9, n. 2, p. 1-16, sep. 2025.
ISSN 2615-3238.
Available at: <https://unars.ac.id/ojs/index.php/cermin_unars/article/view/7015>. Date accessed: 06 dec. 2025.
doi: https://doi.org/10.36841/cermin_unars.v9i2.7015.
Section
Articles
