July 11, 2025EKOMA Jurnal Ekonomi Manajemen Akuntansi

The Role of Psychological Pricing and Perceived Value in Driving Purchase Decisions: Managerial and Digital Entrepreneurship Perspectives

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Authors

BUBudi UtamiUniversitas Ahmad Dahlan SHSyamsul HidayatUniversitas Sumatera Utara ESEny SetyariningsihUniversitas Islam Majapahit

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Implication

Quantitative analysis reveals psychological pricing influences purchase intentions in Generation Z consumers, indicating crucial strategies for digital entrepreneurship.

Key Points

Psychological pricing strategies impact consumer purchasing decisions significantly, especially among younger demographics.
The study highlights that perceived value serves as a mediator between pricing strategies and purchase intentions in East Java's TikTok Shop users.
Using a quantitative approach, data collected from 227 Generation Z respondents provide strong insights into current consumer behavior.
Implementing these strategies can help digital MSMEs enhance sales conversions and improve customer loyalty in social commerce.

Cite This Study

Utami et al. (2025) studied this question.

synapsesocial.com/papers/68af50a7ad7bf08b1ead9054 https://doi.org/10.56799/ekoma.v4i5.10637

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Implication

Quantitative analysis reveals psychological pricing influences purchase intentions in Generation Z consumers, indicating crucial strategies for digital entrepreneurship.

The Role of Psychological Pricing and Perceived Value in Driving Purchase Decisions: Managerial and Digital Entrepreneurship Perspectives

Discussion

Member takes

Implication

Key Points

Cite This Study

The Role of Psychological Pricing and Perceived Value in Driving Purchase Decisions: Managerial and Digital Entrepreneurship Perspectives

Discussion

Member takes

Implication

Key Points

Cite This Study

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Also Consider