{"id":"https://openalex.org/W4406515994","doi":"https://doi.org/10.47233/jebs.v5i1.2508","title":"Pengaruh Diskon Dan Promosi Online Terhadap Keputusan Pembelian Di E-Commerce (Studi Kasus Tokopedia)","display_name":"Pengaruh Diskon Dan Promosi Online Terhadap Keputusan Pembelian Di E-Commerce (Studi Kasus Tokopedia)","publication_year":2025,"publication_date":"2025-01-13","ids":{"openalex":"https://openalex.org/W4406515994","doi":"https://doi.org/10.47233/jebs.v5i1.2508"},"language":"id","primary_location":{"id":"doi:10.47233/jebs.v5i1.2508","doi":"https://doi.org/10.47233/jebs.v5i1.2508","is_oa":true,"landing_page_url":"https://doi.org/10.47233/jebs.v5i1.2508","pdf_url":"https://jurnal.minartis.com/index.php/jebs/article/download/2508/2093","source":{"id":"https://openalex.org/S4387281847","display_name":"Jurnal Ekonomika Dan Bisnis (JEBS)","issn_l":"2807-8438","issn":["2807-8438"],"is_oa":true,"is_in_doaj":false,"is_core":false,"listed_in":[],"host_organization":"https://openalex.org/I4405275496","host_organization_name":"Universitas Dharma Andalas","host_organization_lineage":["https://openalex.org/I4405275496"],"host_organization_lineage_names":[],"type":"journal"},"license":"cc-by","license_id":"https://openalex.org/licenses/cc-by","version":"publishedVersion","is_accepted":true,"is_published":true,"raw_source_name":"Jurnal Ekonomika Dan Bisnis (JEBS)","raw_type":"journal-article"},"volume":null,"type":"article","is_traditional":true,"indexed_in":["crossref"],"open_access":{"is_oa":true,"oa_status":"diamond","oa_url":"https://jurnal.minartis.com/index.php/jebs/article/download/2508/2093","any_repository_has_fulltext":false},"authorships":[{"author_position":"first","author":{"id":"https://openalex.org/A5074841906","display_name":"Etty Zuliawati Zed","orcid":null,"observed_orcids":[]},"institutions":[{"id":"https://openalex.org/I4392738161","display_name":"Universitas Pelita Bangsa","ror":"https://ror.org/00deq0f50","country_code":"ID","type":"education","lineage":["https://openalex.org/I4392738161"]}],"countries":["ID"],"is_corresponding":false,"raw_author_name":"Etty Zuliawati Zed","raw_affiliation_strings":["Universitas Pelita Bangsa"],"raw_orcid":null,"affiliations":[{"raw_affiliation_string":"Universitas Pelita Bangsa","institution_ids":["https://openalex.org/I4392738161"]}]},{"author_position":"middle","author":{"id":"https://openalex.org/A5115918505","display_name":"Rizky Ahmal Putra","orcid":null,"observed_orcids":[]},"institutions":[{"id":"https://openalex.org/I4392738161","display_name":"Universitas Pelita Bangsa","ror":"https://ror.org/00deq0f50","country_code":"ID","type":"education","lineage":["https://openalex.org/I4392738161"]}],"countries":["ID"],"is_corresponding":false,"raw_author_name":"Rizky Ahmal Putra","raw_affiliation_strings":["Program Studi Manajemen, Universitas Pelita Bangsa"],"raw_orcid":null,"affiliations":[{"raw_affiliation_string":"Program Studi Manajemen, Universitas Pelita Bangsa","institution_ids":["https://openalex.org/I4392738161"]}]},{"author_position":"middle","author":{"id":"https://openalex.org/A5115918506","display_name":"Rizky Armando","orcid":null,"observed_orcids":[]},"institutions":[{"id":"https://openalex.org/I4392738161","display_name":"Universitas Pelita Bangsa","ror":"https://ror.org/00deq0f50","country_code":"ID","type":"education","lineage":["https://openalex.org/I4392738161"]}],"countries":["ID"],"is_corresponding":false,"raw_author_name":"Rizky Armando","raw_affiliation_strings":["Program Studi Manajemen, Universitas Pelita Bangsa"],"raw_orcid":null,"affiliations":[{"raw_affiliation_string":"Program Studi Manajemen, Universitas Pelita Bangsa","institution_ids":["https://openalex.org/I4392738161"]}]},{"author_position":"middle","author":{"id":"https://openalex.org/A5115918507","display_name":"Dea Elisanda","orcid":null,"observed_orcids":[]},"institutions":[{"id":"https://openalex.org/I4392738161","display_name":"Universitas Pelita Bangsa","ror":"https://ror.org/00deq0f50","country_code":"ID","type":"education","lineage":["https://openalex.org/I4392738161"]}],"countries":["ID"],"is_corresponding":false,"raw_author_name":"Dea Elisanda","raw_affiliation_strings":["Program Studi Manajemen, Universitas Pelita Bangsa"],"raw_orcid":null,"affiliations":[{"raw_affiliation_string":"Program Studi Manajemen, Universitas Pelita Bangsa","institution_ids":["https://openalex.org/I4392738161"]}]},{"author_position":"last","author":{"id":"https://openalex.org/A5115918508","display_name":"Irma Dwi Yanti","orcid":null,"observed_orcids":[]},"institutions":[{"id":"https://openalex.org/I4392738161","display_name":"Universitas Pelita Bangsa","ror":"https://ror.org/00deq0f50","country_code":"ID","type":"education","lineage":["https://openalex.org/I4392738161"]}],"countries":["ID"],"is_corresponding":false,"raw_author_name":"Irma Dwi Yanti","raw_affiliation_strings":["Program Studi Manajemen, Universitas Pelita Bangsa"],"raw_orcid":null,"affiliations":[{"raw_affiliation_string":"Program Studi Manajemen, Universitas Pelita Bangsa","institution_ids":["https://openalex.org/I4392738161"]}]}],"institutions":[],"countries_distinct_count":1,"institutions_distinct_count":1,"corresponding_author_ids":[],"corresponding_institution_ids":["https://openalex.org/I4392738161"],"apc_list":null,"apc_paid":null,"fwci":7.5527,"has_fulltext":true,"cited_by_count":10,"citation_normalized_percentile":{"value":0.96708471,"is_in_top_1_percent":false,"is_in_top_10_percent":true},"cited_by_percentile_year":{"min":97,"max":98},"biblio":{"volume":"5","issue":"1","first_page":"28","last_page":"32"},"is_retracted":false,"is_paratext":false,"is_xpac":false,"primary_topic":{"id":"https://openalex.org/T14244","display_name":"Consumer Behavior and Marketing Influence","score":0.9965999722480774,"subfield":{"id":"https://openalex.org/subfields/1406","display_name":"Marketing"},"field":{"id":"https://openalex.org/fields/14","display_name":"Business, Management and Accounting"},"domain":{"id":"https://openalex.org/domains/2","display_name":"Social Sciences"}},"topics":[{"id":"https://openalex.org/T14244","display_name":"Consumer Behavior and Marketing Influence","score":0.9965999722480774,"subfield":{"id":"https://openalex.org/subfields/1406","display_name":"Marketing"},"field":{"id":"https://openalex.org/fields/14","display_name":"Business, Management and Accounting"},"domain":{"id":"https://openalex.org/domains/2","display_name":"Social Sciences"}},{"id":"https://openalex.org/T11161","display_name":"Consumer Market Behavior and Pricing","score":0.0031999999191612005,"subfield":{"id":"https://openalex.org/subfields/1406","display_name":"Marketing"},"field":{"id":"https://openalex.org/fields/14","display_name":"Business, Management and Accounting"},"domain":{"id":"https://openalex.org/domains/2","display_name":"Social Sciences"}},{"id":"https://openalex.org/T10609","display_name":"Digital Marketing and Social Media","score":9.999999747378752e-05,"subfield":{"id":"https://openalex.org/subfields/1406","display_name":"Marketing"},"field":{"id":"https://openalex.org/fields/14","display_name":"Business, Management and Accounting"},"domain":{"id":"https://openalex.org/domains/2","display_name":"Social Sciences"}}],"keywords":[{"id":"https://openalex.org/keywords/price-discounts","display_name":"discounts","score":0.7310000061988831},{"id":"https://openalex.org/keywords/digital-marketing","display_name":"digital marketing","score":0.9729999899864197},{"id":"https://openalex.org/keywords/purchase-decision","display_name":"purchase decision","score":0.8119999766349792},{"id":"https://openalex.org/keywords/e-commerce","display_name":"e-commerce","score":0.9190000295639038},{"id":"https://openalex.org/keywords/tokopedia","display_name":"Tokopedia","score":0.9869999885559082},{"id":"https://openalex.org/keywords/coupons","display_name":"coupons","score":0.8209999799728394},{"id":"https://openalex.org/keywords/cashback","display_name":"cashback","score":0.9959999918937683},{"id":"https://openalex.org/keywords/purchase-intention","display_name":"purchase intention","score":0.5379999876022339},{"id":"https://openalex.org/keywords/urgency","display_name":"urgency","score":0.5820000171661377},{"id":"https://openalex.org/keywords/risk-perception","display_name":"risk perception","score":0.949999988079071},{"id":"https://openalex.org/keywords/product-quality","display_name":"product quality","score":0.8080000281333923},{"id":"https://openalex.org/keywords/seller-reputation","display_name":"seller reputation","score":0.9169999957084656},{"id":"https://openalex.org/keywords/marketing-strategy","display_name":"marketing strategy","score":0.6600000262260437}],"concepts":[{"id":"https://openalex.org/C142362112","wikidata":"https://www.wikidata.org/wiki/Q735","display_name":"Art","level":0,"score":0.40904372930526733}],"mesh":[],"locations_count":2,"locations":[{"id":"doi:10.47233/jebs.v5i1.2508","doi":"https://doi.org/10.47233/jebs.v5i1.2508","is_oa":true,"landing_page_url":"https://doi.org/10.47233/jebs.v5i1.2508","pdf_url":"https://jurnal.minartis.com/index.php/jebs/article/download/2508/2093","source":{"id":"https://openalex.org/S4387281847","display_name":"Jurnal Ekonomika Dan Bisnis (JEBS)","issn_l":"2807-8438","issn":["2807-8438"],"is_oa":true,"is_in_doaj":false,"is_core":false,"listed_in":[],"host_organization":"https://openalex.org/I4405275496","host_organization_name":"Universitas Dharma Andalas","host_organization_lineage":["https://openalex.org/I4405275496"],"host_organization_lineage_names":[],"type":"journal"},"license":"cc-by","license_id":"https://openalex.org/licenses/cc-by","version":"publishedVersion","is_accepted":true,"is_published":true,"raw_source_name":"Jurnal Ekonomika Dan Bisnis (JEBS)","raw_type":"journal-article"},{"id":"pmh:oai:ojs2.jurnal.minartis.com:article/2508","doi":null,"is_oa":true,"landing_page_url":"https://jurnal.minartis.com/index.php/jebs/article/view/2508","pdf_url":null,"source":{"id":"https://openalex.org/S4387281847","display_name":"Jurnal Ekonomika Dan Bisnis (JEBS)","issn_l":"2807-8438","issn":["2807-8438"],"is_oa":true,"is_in_doaj":false,"is_core":false,"listed_in":[],"host_organization":"https://openalex.org/I4405275496","host_organization_name":"Universitas Dharma Andalas","host_organization_lineage":["https://openalex.org/I4405275496"],"host_organization_lineage_names":[],"type":"journal"},"license":"cc-by","license_id":"https://openalex.org/licenses/cc-by","version":"publishedVersion","is_accepted":true,"is_published":true,"raw_source_name":"10.47233/jebs.v5i1","raw_type":"info:eu-repo/semantics/article"}],"best_oa_location":{"id":"doi:10.47233/jebs.v5i1.2508","doi":"https://doi.org/10.47233/jebs.v5i1.2508","is_oa":true,"landing_page_url":"https://doi.org/10.47233/jebs.v5i1.2508","pdf_url":"https://jurnal.minartis.com/index.php/jebs/article/download/2508/2093","source":{"id":"https://openalex.org/S4387281847","display_name":"Jurnal Ekonomika Dan Bisnis (JEBS)","issn_l":"2807-8438","issn":["2807-8438"],"is_oa":true,"is_in_doaj":false,"is_core":false,"listed_in":[],"host_organization":"https://openalex.org/I4405275496","host_organization_name":"Universitas Dharma Andalas","host_organization_lineage":["https://openalex.org/I4405275496"],"host_organization_lineage_names":[],"type":"journal"},"license":"cc-by","license_id":"https://openalex.org/licenses/cc-by","version":"publishedVersion","is_accepted":true,"is_published":true,"raw_source_name":"Jurnal Ekonomika Dan Bisnis (JEBS)","raw_type":"journal-article"},"sustainable_development_goals":[],"study_designs":[{"id":"https://openalex.org/study-designs/observational-study","display_name":"Observational Study"}],"awards":[],"funders":[],"has_content":{"pdf":true,"grobid_xml":true},"content_urls":{"pdf":"https://content.openalex.org/works/W4406515994.pdf","grobid_xml":"https://content.openalex.org/works/W4406515994.grobid-xml"},"referenced_works_count":1,"referenced_works":["https://openalex.org/W4404016739"],"related_works":["https://openalex.org/W7217564248","https://openalex.org/W7216384422","https://openalex.org/W7216529706","https://openalex.org/W4416421326","https://openalex.org/W7169845485","https://openalex.org/W7014132888","https://openalex.org/W7221253388","https://openalex.org/W7110621667","https://openalex.org/W7204988518","https://openalex.org/W7007964558"],"abstract_inverted_index":{"Penelitian":[0,144],"ini":[1,38,120,145],"bertujuan":[2],"untuk":[3,29,117],"menganalisis":[4],"pengaruh":[5,104],"diskon":[6,64,100],"dan":[7,58,75,86,101,112],"promosi":[8,82,102],"online":[9,83],"terhadap":[10,91],"keputusan":[11,92],"pembelian":[12],"konsumen":[13,42,70],"di":[14,20,45,48,157],"e-commerce":[15,124],"Tokopedia.":[16],"Dengan":[17],"meningkatnya":[18],"persaingan":[19],"pasar":[21],"digital,":[22],"strategi":[23,127],"pemasaran":[24,128],"yang":[25,34,43,51,78,105,129,131,154],"efektif":[26,156],"menjadi":[27],"kunci":[28],"menarik":[30],"perhatian":[31],"konsumen.":[32],"Metode":[33],"digunakan":[35],"dalam":[36,151],"penelitian":[37,61],"melibatkan":[39],"survei":[40],"kepada":[41],"berbelanja":[44,141],"platform":[46],"Tokopedia,":[47],"mana":[49],"data":[50],"dikumpulkan":[52],"dianalisis":[53],"menggunakan":[54],"teknik":[55],"statistik":[56],"deskriptif":[57],"inferensial.":[59],"Hasil":[60],"menunjukkan":[62],"bahwa":[63,122],"secara":[65,142],"signifikan":[66],"meningkatkan":[67],"minat":[68],"beli":[69],"dengan":[71,97],"menciptakan":[72],"rasa":[73],"urgensi":[74],"mengurangi":[76],"risiko":[77],"dirasakan.":[79],"Selain":[80],"itu,":[81],"seperti":[84,109],"kupon":[85],"cashback":[87],"juga":[88,115,138],"berkontribusi":[89],"positif":[90],"pembelian,":[93],"terutama":[94],"ketika":[95],"dikombinasikan":[96],"diskon.":[98],"Meskipun":[99],"memiliki":[103],"kuat,":[106],"faktor":[107],"lain":[108],"kualitas":[110],"produk":[111],"reputasi":[113],"penjual":[114],"penting":[116],"dipertimbangkan.":[118],"Temuan":[119],"menyarankan":[121],"pelaku":[123],"perlu":[125],"mengembangkan":[126],"holistik,":[130],"tidak":[132],"hanya":[133],"berfokus":[134],"pada":[135,139],"harga":[136],"tetapi":[137],"pengalaman":[140],"keseluruhan.":[143],"memberikan":[146],"wawasan":[147],"berharga":[148],"bagi":[149],"pemasar":[150],"merancang":[152],"kampanye":[153],"lebih":[155],"era":[158],"digital.":[159]},"counts_by_year":[{"year":2026,"cited_by_count":4},{"year":2025,"cited_by_count":6}],"updated_date":"2026-11-07T11:25:07.637180","created_date":"2025-01-18T00:00:00"}