Abstract

This study mainly discussed two marketing mixes of price and convenience of services offered by the top 5 E-marketplace (such as Tokopedia, Bukalapak, Shopee, Lazada, and Blibli) and their impact on consumer purchasing decisions in DKI Jakarta by mediating perceived value. One thousand samples obtained in this study, with more than 700, were collected from online and offline surveys for the rest—the data obtained from questionnaires with 25 questions representing four variables used. We use a Structural Equation Model in this study.  The analysis results revealed the variable price and service convenience positively and significantly affecting consumer purchasing decisions in several e-marketplaces. At the same time, the mediating variable perceived value partially mediated the price and convenience of services on consumer purchasing decisions for some e-marketplaces. Also, this research found that the occurrence of purchasing decisions influenced by the price and convenience of services and would increase along with the mediation of perceived value.  The service convenience is the most exciting variable to influence consumer decision to purchase for the top 5 e-marketplaces in Indonesia.  The model also analyses using a Multi Group Analysis on gender and between Y and Z generation. The result shows that any differences between gender and the two generations, and the market place should be considering the differences related to factors to decide their decisions.