STRATEGI PENETAPAN HARGA DAN KEPUTUSAN PEMBELIAN KONSUMEN PADA BISNIS DIGITAL: TINJAUAN LITERATUR SISTEMATIS DENGAN PENDEKATAN PRISMA

Muhamad Rizal; Muhamad  Wildan Saputra

doi:10.58174/h6eh4g87

Authors

Muhamad Rizal Universitas Pamulang
Muhamad Wildan Saputra Universitas Pamulang

DOI:

https://doi.org/10.58174/h6eh4g87

Keywords:

strategi penetapan harga, keputusan pembelian, bisnis digital, e-commerce, pricing strategy, purchase decision, digital business, e-commerce

Abstract

This study aims to conduct a systematic literature review on the relationship between pricing strategies and consumer purchase decisions in the context of digital business. The method used is Systematic Literature Review (SLR) guided by PRISMA 2020 (Preferred Reporting Items for Systematic Reviews and Meta-Analyses). Literature searches were conducted through Google Scholar, Scopus, and Web of Science databases covering publications from 2015 to 2024. Of the 347 initially identified articles, 32 articles met the inclusion criteria and were analyzed in depth using a narrative synthesis approach. The results reveal five dominant pricing strategies most widely studied in the digital business context: dynamic pricing, value-based pricing, freemium pricing, subscription-based pricing, and psychological pricing. Consumer purchase decisions are significantly influenced by price-value perception, price transparency, price personalization, and consumer trust in digital platforms. These findings provide theoretical and practical implications for digital business practitioners in designing effective pricing strategies to increase purchase conversion rates and long-term customer loyalty.

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