Asian Journal of Management, Entrepreneurship and Social Science (Jun 2024)
Online Customer Reviews and Price Discounts on Online Purchasing Decisions on The Shopee Marketplace
Abstract
Purchasing products online has increasingly developed so that it has become easier for consumers to make purchases. Consumers can make decisions via the internet to buy products on the marketplace. This research aims to analyze the influence of online customer reviews and price discounts simultaneously on online purchasing decisions in the Shopee marketplace. Then it also aims to analyze the partial influence of online customer reviews on online purchasing decisions and the partial influence of price discounts on online purchasing decisions on the Shopee marketplace. This research is causality research. The population in this research is Indonesian internet users who have made online purchases on the Shopee marketplace. The sampling technique used was purposive sampling and the sample size was 100 people. The data analysis technique uses multiple linear regression. The research results show that online customer reviews and price discounts simultaneously influence online purchasing decisions on the Shopee marketplace. Online customer reviews partially influence online purchasing decisions and price discounts partially influence online purchasing decisions on the Shopee marketplace.
