THE INFLUENCE OF ONLINE CUSTOMER REVIEW, SOCIAL MEDIA MARKETING, AND SALES PROMOTION ON PURCHASE DECISION OF SHOPEE CUSTOMER

Abstract

Abstract –  This study uses a quantitative descriptive method with the aim of analyzing the influence of online customer reviews, social media marketing, and sales promotion on purchase decisions of Shopee customers. Primary data source by distributing questionnaires via Google Form. The research sample used a non-probability sampling technique by means of accidental sampling of 100 respondents, namely Shopee customers domiciled in DKI Jakarta at Shopee and have seen Shopee's social media marketing. Data processing using IBM SPSS Statistics 26. Partially, online customer reviews, social media marketing, and sales promotions have a significant effect on purchase decisions of Shopee customers. Simultaneously, online customer reviews, social media marketing, and sales promotions have a significant influence on Shopee customer purchase decisions. The test results for the coefficient of determination were 0.424, meaning that online customer reviews, social media marketing, and sales promotion had an effect on purchase decisions of 42.4% and the remaining 57.6% were influenced by other variables.

 Keywords:  Online Customer Review, Social Media Marketing, Sales Promotion, Purchase Decision