Evaluating Online Purchase Decisions on Shopee: E-Marketing, Price Perception, and E-WOM through the Lens of Consumer Attitude

Aims: The advance of digital technology development arises changes in every human aspect including online sales. Study Design: This study aimed to find out the effect of e-marketing, price perception, and e-word of mouth on purchasing decisions of glasses; with consumers’ behavior as a mediating variable. Moreover, the research was descriptive-quantitative. Methodology: As a result, with 100 respondents, it concluded that e-marketing, e-word of mouth, and consumers’ behavior had a significant effect on the purchasing decisions of glasses in Shopee. On the other hand, price perception did not affect the purchasing decisions of glasses in Shopee. Results: Furthermore, the consumers’ behavior was able to mediate the price perception and e-word of moth on the purchasing decisions of glasses in Shopee but was not able to mediate e-marketing on the purchasing decisions of glasses in Shopee. Conclusion: The spreading of optic stores in Shopee become consumers’ choice in purchasing glasses despite the service standard, implementation, and optic license that has been ruled in PERMENKES RI Number 41, 2015 and Number 1, 2016. It causes the essence of optical which focuses more on certified health services to business image sales that have a bigger opportunity and high competitiveness in the online business world.