(Universitas Muhammadiyah Pontianak, Pontianak, 78123, Indonesia)
(2) Fita Kurniasari
(Universitas Muhammadiyah Pontianak, Pontianak, 78123, Indonesia)*Corresponding author
AbstractThis study aims to analyze the influence of promotions, online customer review, and online customer rating on purchasing decisions on the Shopee application among students in Pontianak City. Along with the rapid development of e-commerce and digitalization, Shopee has become one of the most widely used online shopping platforms in Indonesia. This study uses a quantitative approach with data collection techniques through questionnaires distributed to 200 respondents who are Shopee app users. The collected data were analyzed using multiple linear regression analysis to examine the relationship between independent variables (promotions, online customer review, and online customer rating) and purchase decisions as the dependent variable. The results of the study indicate that multiple linear regression analysis shows that promotions, online customer review, and online customer rating have a positive influence on purchasing decisions. Based on the F-test results, it was found that F calculated = 63.029 and significance 0.000, indicating that all three variables simultaneously have a significant influence on purchasing decisions. The t-test results show that promotions (X1), online customer review (X2), and online customer rating (X3) all have a significant effect on purchasing decisions. These findings provide important insights for e-commerce platforms such as Shopee to continue optimizing features that enhance the user shopping experience, such as the quality and quantity of reviews and ratings from customers, as well as developing appropriate promotional strategies.
KeywordsPromotion; Online Customer; Rating; Purchasing Decisions; Shopee Application
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DOIhttps://doi.org/10.33122/ejeset.v6i2.780 |
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