The Influence of Shopee Instant Delivery Service, Cash on Delivery (COD), and Product Price on Purchase Decisions for Fashion Products in Medan City

Juliani phannoto; Kristi Endah Ndilosa Ginting; Mella Yunita

doi:10.47747/ijmhrr.v7i1.3382

Authors

Juliani phannoto Universitas Prima Indonesia
Kristi Endah Ndilosa Ginting Universitas Prima Indonesia
Mella Yunita Universitas Tjut Nyak Dhien

DOI:

https://doi.org/10.47747/ijmhrr.v7i1.3382

Keywords:

Shopee instant delivery service, Cash on delivery (COD), Product price, Purchase decision, E-commerce

Abstract

The rapid expansion of e-commerce in Indonesia has significantly reshaped consumer purchasing behavior, particularly in the fashion sector. This study examines how Shopee’s Instant Delivery Service, Cash on Delivery (COD), and product pricing influence purchase decisions among fashion consumers in Medan City. A quantitative research design was employed, using a survey, with data collected from 300 Shopee users selected through purposive sampling. The results indicate that Shopee Instant Delivery Service, COD, and product price each exert a positive and significant effect on purchase decisions. Among these factors, product price exerts the strongest influence, underscoring consumers’ high sensitivity to price in online fashion transactions. Simultaneously, all three variables significantly explain variations in purchase decisions, with a coefficient of determination (R²) of 0.490. These findings underscore the strategic importance of integrating fast delivery services, secure and flexible payment options, and competitive pricing strategies to strengthen consumer purchase decisions on e-commerce platforms. This study contributes to the e-commerce literature by providing empirical evidence from a metropolitan area outside Java, where consumer behavior remains relatively underexplored

References

Asosiasi Penyelenggara Jasa Internet Indonesia. (2024, February). Survei penetrasi internet Indonesia: jumlah pengguna internet tembus 221 juta jiwa [Berita online]. https://apjii.or.id/berita/d/apjii-jumlah-pengguna-internet-indonesia-tembus-221-jutaorang

Badan Pusat Statistik. (2025, Januari 30). Statistik E-Commerce 2023 [Publikasi daring].

https://www.bps.go.id/id/publication/2025/01/30/d52af11843aee401403ecfa6/statistik-e-commerce-2023.html

Belanche, D., Casaló, L. V., & Flavián, C. (2014). Trust transfer in the continued usage of public e-services. Information & Management, 51(5), 627–640. https://doi.org/10.1016/j.im.2014.05.016

Darmawan, D. (2023). Pengaruh Promosi, Ulasan Produk, Dan Persepsi Harga Terhadap Pemilihan Toko Online. Jurnal Industri Kreatif Dan Kewirausahaan, 6(1), 95–105. https://doi.org/10.36441/kewirausahaan.v6i1.1382

Data Indonesia. (2024). Data pangsa pasar e-commerce di Indonesia menurut nilai transaksi bruto (GMV) pada 2024 [Statistik daring]. https://dataindonesia.id/ekonomidigital/detail/data-pangsa-pasar-ecommerce-di-indonesia-menurut-nilai-transaksibruto-gmv-pada-2024

Fitri, F., Syarifah, S., & Thomas, R. (2024). The effect of cash on delivery (COD) payments on purchasing decisions of the Wamena Community: A case study of Shopee. Journal of Islamic Economics Lariba, 10(2), 909–926. https://doi.org/10.20885/jielariba.vol10.iss2.art16

Gefen, D., Karahanna, E., & Straub, D. W. (2003). Trust and TAM in online shopping: An integrated model. MIS Quarterly, 27(1), 51–90. https://doi.org/10.2307/30036519

Ghozali, I. (2021). Aplikasi analisis multivariate dengan program IBM SPSS 26. Badan Penerbit Universitas Diponegoro.

Hadiyasin, P. N., Widarko, A., & Slamet, A. R. (2025). Pengaruh Diskon, Gratis Ongkos Kirim, dan Pembayaran COD (Cash On Delivery) Cek Dulu terhadap Keputusan Pembelian pada E-Commerce Shopee. E-JRM: Elektronik Jurnal Riset Manajemen, 14(01), 407-415.

Hastriana, A. Z., & Wildani, A. R. B. (2023). Pengaruh Customer Rating, Promosi Flash Sale, COD, dan Gratis Ongkir terhadap Keputusan Pembelian di Marketplace Shopee. Alkasb: Journal of Islamic Economics, 2(2), 86-100.

Herayanti, L., & Sari, D. E. (2024). Pengaruh Gratis Ongkos Kirim, Cod, Dan Kemudahan Berbelanja Terhadap Keputusan Pembelian Produk Fashion di Shopee. Jurnal Ekonomi Pembangunan STIE Muhammadiyah Palopo, 10(2), 550-564.

Hübner, A., Holzapfel, A., & Kuhn, H. (2016). Distribution systems in omni-channel retailing. Business Research, 9(2), 255–296. https://doi.org/10.1007/s40685-016-0034-7

Khutba, A. H., & Islamuddin, I. (2022). Pengaruh Harga Dan Layanan Cash On Delivery (COD) Terhadap Keputusan Pembelian Pada Marketplace Shopee (Studi Kasus Pada Masyarakat Di Kecamatan Semidang Alas Kabupaten Seluma). Sharia Economic and Management Business Journal (SEMBJ), 3(3), 72-82.

Kim, D. J., Ferrin, D. L., & Rao, H. R. (2009). Trust and satisfaction, two stepping stones for successful e-commerce relationships: A longitudinal exploration. Information Systems Research, 21(2), 237–257. https://doi.org/10.1287/isre.1080.0188

Kim, J., & Lennon, S. J. (2013). Effects of reputation and website quality on online consumers’ emotion, perceived risk, and purchase intention. Journal of Research in Interactive Marketing, 7(1), 33–56. https://doi.org/10.1108/17505931311316734

Kotler, P., & Keller, K. L. (2016). Marketing management (15th ed.). Pearson Education.

Lubis, R. H., Ramadhan, Z., & Yusuf, A. (2021). Pengaruh Promo Gratis Ongkir Dan Customer Experience Terhadap Kepuasan Pelanggan Pengguna Aplikasi Shopee. Jurnal Manajemen, Bisnis Dan Organisasi (JUMBO), 5(3), 562. https://doi.org/10.33772/jumbo.v5i3.22267

Mentzer, J. T., Flint, D. J., & Hult, G. T. M. (2001). Logistics service quality as a segment-customized process. Journal of Marketing, 65(4), 82–104. https://doi.org/10.1509/jmkg.65.4.82.18390

Monroe, K. B. (1990). Pricing: Making profitable decisions (2nd ed.). McGraw-Hill.

Mulyana, S. (2021). Pengaruh harga dan ulasan produk terhadap keputusan pembelian produk fashion secara online pada shopee di Pekanbaru. Jurnal Daya Saing, 7(2), 185-195. https://doi.org/10.35446/dayasaing.v7i2.665

Nainggolan, E., Rinaldi, M., & Dalimunthe, M. B. (2022). Analysis Of The Effect Of Personal Sales And Product Quality On Consumer Purchase Decisions. Enrichment: Journal of Management, 12(2), 2431-2435. https://doi.org/10.35335/enrichment.v12i2.574

Parasuraman, A., Zeithaml, V. A., & Berry, L. L. (1988). SERVQUAL: A multiple-item scale for measuring consumer perceptions of service quality. Journal of Retailing, 64(1), 12-40.

Pavlou, P. A. (2003). Consumer acceptance of electronic commerce: Integrating trust and risk with the technology acceptance model. International Journal of Electronic Commerce, 7(3), 101–134. https://doi.org/10.1080/10864415.2003.11044275

Rahayu, B., Putri, R. L., & Sutrisno, J. (2023). Product quality price and image brands against purchase decisions. Journal of Industrial Engineering and Management, 1(1), 21-30. https://doi.org/10.52088/jaiem.v1i1.6

Rahmaniah, Nlwksono., & Sumiyati, S. (2025). The Influence of Price Perception and Delivery Speed on Purchase Decision of Skintific Products and Its Impact on Customer Satisfaction on the Shopee Marketplace in Pontianak City. Electronic Journal of Education, Social Economics and Technology, 6(2), 814. https://doi.org/ 10.33122/ejeset.v6i2.814

Resta, A., Akhmad, K. A., & Gunaningrat, R. (2023). Pengaruh Program Voucher Diskon dan Program Gratis Ongkos Kirim terhadap Minat Beli Ulang pada Aplikasi Shopee Food Al-Kharaj: Jurnal Ekonomi, Keuangan & Bisnis Syariah, 6(1), 759–771. https://doi.org/10.47467/alkharaj.v6i1.4878

Roscoe, J. T. (1975). Fundamental research statistics for the behavioral sciences (2nd ed.). Holt, Rinehart and Winston.

Schiffman, L. G., & Wisenblit, J. L. (2015). Consumer behavior (11th ed.). Pearson Education.

Sugiyono. (2022). Metode penelitian kuantitatif, kualitatif, dan R&D. Alfabeta.

Suta, G. V. A., & Sinduwiatmo, K. (2024). Persepsi Mahasiswa pada Flash Sale 12.12 Shopee. CONVERSE Journal Communication Science, 1(1), 78-88. https://doi.org/10.47134/converse.v1i1.2853

Taryanti, T., & FR, H. A. P. (2025). Pengaruh Kualitas Layanan Dan Kepercayaan Terhadap Kepuasan Konsumen Dalam Berbelanja Fashion Di Aplikasi Shopee (Studi Pada Mahasiswa Universitas Wanita Internasional Prodi Administrasi Bisnis Angkatan 2021). Musytari: Jurnal Manajemen, Akuntansi, dan Ekonomi, 24(10), 361-370.

Widiani, N. W., & Permata, W. I. (2025). Analisis persepsi harga, kualitas layanan dan kualitas produk dalam meningkatkan minat pembelian ulang pada usaha dagang Bina Berkah Mandiri Kecamatan Klapanunggal. Co-Value. Jurnal Ekonomi Koperasi dan kewirausahaan, 15(9).

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. https://doi.org/10.1177/002224298805200302