The Influence of Price, Product Quality, and Service on Purchase Decisions in Cash on Delivery (COD) Transactions for Used iPhones on Facebook Marketplace Jakarta
DOI:
https://doi.org/10.55927/fjbes.v2i4.680Kata Kunci:
Price, Product Quality, Service, Purchase Decision.Abstrak
This study examines the effects of price, product quality, and service on purchase decisions for used iPhones purchased through Cash on Delivery (COD) transactions on Facebook Marketplace in Jakarta. A quantitative survey was conducted with 230 respondents selected through purposive sampling, and data were analysed using Partial Least Squares Structural Equation Modelling (PLS-SEM) in SmartPLS 4.0. The results show that price and service have a positive and significant effect on purchase decisions, while product quality has a positive but insignificant effect. Service emerged as the most dominant predictor. These findings suggest that sellers should prioritise responsive, consistent service and fair pricing over quality signalling in COD-based secondhand transactions.
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