The findings are important for sellers operating in the second-hand smartphone market, particularly through social commerce platforms where buyers and sellers communicate directly. Rather than relying only on product quality claims, sellers need to provide fast, clear, reliable, and trustworthy service to encourage consumers to complete a purchase.
Facebook Marketplace Becomes a Channel for Used-iPhone Transactions
The rapid development of digital technology has intensified competition among businesses and created new opportunities for consumer-to-consumer transactions. Facebook Marketplace has become one of the platforms used by consumers to buy and sell products directly because of its large user base, direct communication features, and relatively low transaction costs. Indonesian Facebook users have also continued to grow, strengthening the platform’s role in social commerce.
Used iPhones represent an attractive segment within this market. Apple products continue to have strong consumer appeal because of factors such as camera performance, processor capability, durability, ease of use, interface design, ecosystem integration, and resale value. The article cites consumer considerations including camera quality at 74.2%, processor performance at 50.9%, durability at 50.7%, resale value at 23.5%, ease of use at 42.5%, interface at 41.4%, and ecosystem integration at 51.6%.
COD transactions are particularly common in used-iPhone sales on Facebook Marketplace. Buyers may perceive COD as safer because they can inspect the smartphone before making payment. However, transactions can still involve problems such as differences between product descriptions and actual conditions, unprofessional seller service, and prices that do not match the product’s condition. A preliminary survey of 20 respondents found that 90% believed the price matched the product’s condition and specifications, 85% said the physical condition matched the description, and 90% considered sellers responsive and courteous.
Study Involved 230 Used-iPhone Buyers
The researchers used a quantitative approach to examine the relationship between price, product quality, service, and purchase decisions. The study population consisted of consumers who purchased used iPhones through COD transactions on Facebook Marketplace in Jakarta.
A total of 230 respondents were selected using purposive sampling. Data were collected through an online questionnaire using a five-point Likert scale. The researchers analyzed the data using Partial Least Squares Structural Equation Modeling (PLS-SEM) with SmartPLS 4.0.9.9.
Service Has the Strongest Influence
The analysis shows that price, product quality, and service collectively explain 68.4% of the variation in consumers’ purchase decisions. The remaining 31.6% is associated with factors outside the research model.
The three variables produced different results:
- Price: significantly affects purchase decisions, with a path coefficient of 0.261, t-value of 4.094, and p-value of 0.000.
- Product quality: has a positive but insignificant effect, with a path coefficient of 0.106, t-value of 1.645, and p-value of 0.100.
- Service: has a significant and strongest effect, with a path coefficient of 0.545, t-value of 7.237, and p-value of 0.000.
- These results indicate that consumers are more likely to complete a purchase when the price is considered appropriate for the smartphone’s condition and benefits. However, service has an even greater influence.
The study identifies responsiveness, consistency, reliability, and trustworthiness as important aspects of seller service. In a COD transaction, consumers interact directly with sellers and can assess how sellers respond to questions, provide information, arrange meetings, and complete the transaction.
Why Product Quality Was Not a Significant Predictor
One of the study’s notable findings is that product quality did not have a statistically significant effect on purchase decisions, despite having a positive relationship with them.
The researchers suggest that the nature of COD transactions may explain this result. Buyers can physically inspect a used iPhone before paying. They can directly examine its physical condition, features, and overall suitability. This direct inspection may reduce consumers’ reliance on product-quality claims when deciding whether to purchase.
This differs from online transactions in which buyers may have to depend heavily on descriptions, photos, reviews, or seller claims because they cannot inspect the product before payment.
Sellers Need to Prioritize Responsive Service
The study provides a practical message for used-iPhone sellers on Facebook Marketplace: good service can be more influential than product-quality claims.
Sellers should respond quickly to potential buyers, provide accurate and clear product information, maintain courteous communication, and ensure that the agreed transaction process is reliable. Fair pricing is also important because consumers are more likely to purchase when the price is consistent with the smartphone’s actual condition and benefits.
For buyers, COD provides an opportunity to reduce uncertainty by allowing them to inspect the product before making payment. This makes careful physical inspection and direct communication with sellers important parts of the purchasing process.
The researchers acknowledge that the study is limited to used-iPhone COD transactions on Facebook Marketplace in Jakarta. The findings therefore may not apply to all online marketplaces, product categories, or regions. Future studies could examine additional factors such as consumer trust, perceived risk, seller reputation, electronic word-of-mouth, and brand image, while also expanding the geographical scope beyond Jakarta.
About the Authors
Fachri Sakil Anwar is a researcher affiliated with Universitas Mercu Buana, Jakarta, Indonesia, whose work focuses on consumer behavior and purchasing decisions in digital commerce.
Andyan Pradipta Utama is affiliated with Universitas Mercu Buana and contributed to the study’s analysis of consumer purchasing behavior and marketing factors.
The authors acknowledge Dr. Andyan Pradipta Utama, S.E., M.M., and the Faculty of Economics and Business at Universitas Mercu Buana for their support.
Research Source
Article title: The Influence of Price, Product Quality, and Service on Purchase Decisions in Cash on Delivery (COD) Transactions for Used iPhones on Facebook Marketplace Jakarta
Authors: Fachri Sakil Anwar and Andyan Pradipta Utama
Affiliation: Universitas Mercu Buana, Jakarta, Indonesia
Year: 2026
Received: June 21, 2026
Revised: July 23, 2026
Accepted: August 23, 2026
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