Can Price Perception Beat the Product Information Quality Impact on Customers Purchase Decision? (A Study on B2C Online Marketplace Costumers) Asep Bayu Ekawijaya(a), Ratih Hurryati(a), Hilda Monoarfa(a)
a) Management Study Program
Indonesia University of Education
Bandung, Indonesia
*a.bayu[at]upi.edu
Abstract
Information quality is considered to be one of the most important factors in online shopping. Online shoppers cannot access the products pysically to feel, touch and smell so information provided by the seller will be the only one to rely on. Meanwhile, price always becomes the primary consideration for most customers. Price is considered to indicate the quality and the value of products. This study aims to examine whether price perception customers have after they search the information online will decrease the importance of information quality in deciding to purchase. The sampling technique is non probability sampling technique, namely purposive sampling. We gathered data using online questionnaire to filled out by 53 respondents who considered as e-commerce shoppers. From the result of multiple regression analysis, it is found that price perception indeed decreasing the impact of information quality toward purchase decision. The closer the price to customers^ perception the lower their attention to information quality.
Keywords: price perception- information quality- purchase decision
