PENGARUH STORE IMAGE, ONLINE CUSTOMER REVIEW, DAN PROMOSI TERHADAP KEPUTUSAN PEMBELIAN PADA MARKETPLACE SHOPEE DI SURABAYA

Authors

  • Sufyan Mulyana* Program Studi Manajemen, Fakultas Ekonomi, Sekolah Tinggi Ilmu Ekonomi Mahardhika, Indonesia
  • Diah Ayu Sanggarwati Program Studi Manajemen, Fakultas Ekonomi, Sekolah Tinggi Ilmu Ekonomi Mahardhika, Indonesia
  • Agung Dwi Nugroho Program Studi Manajemen, Fakultas Ekonomi, Sekolah Tinggi Ilmu Ekonomi Mahardhika, Indonesia

DOI:

https://doi.org/10.63200/jebmass.v2i3.129

Keywords:

Store Image, Online Customer Review, Promotion, Purchase Decision

Abstract

The rapid development of technology and information in the current era of globalization is causing a significant shift in human behavior, particularly in the area of shopping. With the growing presence of the internet, people now prefer to make online transactions due to its practicality and time-saving benefits. In this study, the aim is to examine the influence of store image, online customer reviews, and promotions on purchasing decisions in the Shopee marketplace in Surabaya. A quantitative approach was employed, using questionnaires to gather data. The sampling technique used was purposive sampling, where a specific number of respondents were randomly selected based on certain criteria. A total of 96 respondents were included in the sample. The data was analyzed using multiple linear regression analysis and processed using SPSS 21 software. After testing the proposed hypotheses, the results of the study indicate that the variables of store image (X1), online customer reviews (X2), and promotions (X3) have a positive and significant impact on purchasing decisions (Y), both individually and collectively.

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Published

2024-04-07

How to Cite

Mulyana, S., Sanggarwati, D. A., & Nugroho, A. D. (2024). PENGARUH STORE IMAGE, ONLINE CUSTOMER REVIEW, DAN PROMOSI TERHADAP KEPUTUSAN PEMBELIAN PADA MARKETPLACE SHOPEE DI SURABAYA . JOURNAL OF ECONOMICS, BUSINESS, MANAGEMENT, ACCOUNTING AND SOCIAL SCIENCES, 2(3), 163–168. https://doi.org/10.63200/jebmass.v2i3.129

Issue

Vol. 2 No. 3 (2024): MARCH 2024

Section

Articles

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Copyright (c) 2024 Sufyan Mulyana*, Diah Ayu Sanggarwati, Agung Dwi Nugroho

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This work is licensed under a Creative Commons Attribution 4.0 International License.

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