The Influence of Price, Digital Marketing, and Consumer Reviews on Purchase Decisions in the Shopee Marketplace
Keywords:
Purchase Decision, Price, Digital Marketing, Consumer Reviews, E-CommerceAbstract
This study aims to analyze the influence of price, digital marketing, and consumer reviews on purchase decisions in the Shopee marketplace among students of Dian Nusantara University, Jakarta. The research uses a quantitative approach with a survey method. Data were collected through questionnaires distributed to 95 respondents who actively use the Shopee platform for online shopping. The data analysis technique employed in this study is multiple linear regression using SPSS software. The results indicate that price does not have a significant effect on purchase decisions, suggesting that consumers do not rely solely on price considerations when shopping in online marketplaces. Conversely, digital marketing has a significant positive influence on purchase decisions, indicating that promotional activities through digital channels play an important role in attracting consumer interest. Furthermore, consumer reviews were found to have the strongest influence on purchase decisions, highlighting the importance of electronic word-of-mouth in shaping consumer trust and reducing perceived risk in online transactions. These findings emphasize the importance of integrating digital marketing strategies with effective consumer review management to enhance purchase decisions in e-commerce platforms.
References
Chaffey, D., & Ellis-Chadwick, F. (2019). Digital marketing: Strategy, implementation and practice (7th ed.). Pearson Education.
Cheung, C. M. K., & Thadani, D. R. (2019). The impact of electronic word-of-mouth communication: A literature analysis and integrative model. Decision Support Systems, 54(1), 461–470.
Christy M. K. Cheung., & Dimple R. Thadani. (2019). The impact of electronic word-of-mouth communication: A literature analysis and integrative model. Decision Support Systems, 54(1), 461–470. https://doi.org/10.1016/j.dss.2012.06.008
Dave Chaffey., & Fiona Ellis-Chadwick. (2019). Digital marketing: Strategy, implementation and practice (7th ed.). Pearson Education Limited.
Filieri, R. (2015). What makes online reviews helpful? A diagnosticity-adoption framework to explain informational and normative influences in e-WOM. Journal of Business Research, 68(6), 1261–1270.
Katadata. (2023). Jumlah kunjungan ke situs e-commerce terbesar di Indonesia tahun 2023. Katadata Insight Center.
Kotler, P., & Armstrong, G. (2018). Principles of marketing (17th ed.). Pearson Education.
Kotler, P., & Keller, K. L. (2016). Marketing management (15th ed.). Pearson Education.
Rahman, M. A., Hossain, M. S., & Rahman, M. T. (2022). Impact of price perception and product quality on online purchase intention in e-commerce platforms. International Journal of Business and Management Studies, 14(2), 45–58.
Rahman, M., Islam, M., Esha, B., Sultana, N., & Chakravorty, S. (2022). Consumer buying behavior towards online shopping: An empirical study on online marketplaces. International Journal of Business and Management, 17(3), 89–98.
Verma, S., Sharma, D., & Sheth, J. (2021). Does digital marketing influence consumer purchase decisions? Evidence from emerging markets. Journal of Business Research, 132, 1–10. https://doi.org/10.1016/j.jbusres.2021.03.065
Wang, Y., Yu, C., & Wei, Y. (2020). Social media peer communication and impacts on purchase intentions: A consumer socialization framework. Journal of Interactive Marketing, 26(4), 198–208.
Zhang, K. Z. K., Zhao, S. J., Cheung, C. M. K., & Lee, M. K. O. (2020). Examining the influence of online reviews on consumers’ purchase intentions. Electronic Commerce Research and Applications, 14(2), 123–135.
