Proceedings of the 9th Global Conference on Business, Management and Entrepreneurship (GCBME 2024)

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Consumer Transformation in Realizing the Society 5.0 Concept Through Purchase Decisions in the Indonesian E-Commerce Industry

Authors
Ilma Mahmudah Kamalia1, *, Heny Hendrayati1
1Universitas Pendidikan Indonesia, Bandung, Indonesia
*Corresponding author. Email: ilmakamalia@upi.edu
Corresponding Author
Ilma Mahmudah Kamalia
Available Online 12 September 2025.
DOI
10.2991/978-94-6463-817-2_55How to use a DOI?
Keywords
Advertising; Direct Marketing; Price; Purchase Decisions; Tokopedia
Abstract

Purchase decisions refer to consumer behavior toward the final purchase decision. Several aspects influence purchase decisions, including direct marketing, price, and advertising. This research was conducted to examine the influence of direct marketing, price, and advertising on purchase decisions on Tokopedia in Society 5.0. The type of research used is quantitative descriptive research with primary data obtained by distributing questionnaires to the general public who are users of Tokopedia. The sample was used using a purposive sampling technique. The survey involved 102 people who had made purchases on Tokopedia. Meanwhile, data analysis used multiple linear regression with SPSS 25 application. The results of this study indicate that direct marketing, price, and advertising have a positive and significant simultaneous effect on purchase decisions on Tokopedia in Society 5.0. While partially, the price variable does not significantly influence purchase decisions. However, direct marketing and advertising variables have a positive and significant partial effect on Tokopedia’s purchase decisions.

Copyright
© 2025 The Author(s)
Open Access
Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

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Volume Title
Proceedings of the 9th Global Conference on Business, Management and Entrepreneurship (GCBME 2024)
Series
Advances in Economics, Business and Management Research
Publication Date
12 September 2025
ISBN
978-94-6463-817-2
ISSN
2352-5428
DOI
10.2991/978-94-6463-817-2_55How to use a DOI?
Copyright
© 2025 The Author(s)
Open Access
Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

Cite this article

risenwbib
TY  - CONF
AU  - Ilma Mahmudah Kamalia
AU  - Heny Hendrayati
PY  - 2025
DA  - 2025/09/12
TI  - Consumer Transformation in Realizing the Society 5.0 Concept Through Purchase Decisions in the Indonesian E-Commerce Industry
BT  - Proceedings of the 9th Global Conference on Business, Management and Entrepreneurship (GCBME 2024)
PB  - Atlantis Press
SP  - 448
EP  - 456
SN  - 2352-5428
UR  - https://doi.org/10.2991/978-94-6463-817-2_55
DO  - 10.2991/978-94-6463-817-2_55
ID  - Kamalia2025
ER  -