The Influence of Consumer Reviews on Purchasing Decisions on Shopee E-Commerce, Indonesia

  • Mochamad Fali Septokasya Politeknik Negeri Bandung
DOI: https://doi.org/10.61242/ijabo.24.362
Keywords: E-Commerce, Shopee, Product review, Purchase decision

Abstract

Consumer reviews play a very important role in purchasing decisions on e-commerce platforms. In today's digital era, many buyers rely on reviews from other consumers to assess the quality of a product before deciding to buy. This study aims to analyze the influence of consumer reviews on purchasing decisions on the Shopee e-commerce platform, especially among students in the Greater Bandung area. The method used is a quantitative approach with a descriptive survey of 112 respondents with simple linear regression analysis. The results of the study indicate that consumer reviews have a significant effect on purchasing decisions. These findings provide insight for business actors, especially in the e-commerce sector, to utilize consumer reviews as an effective marketing strategy, by creating and maintaining positive reviews to increase consumer trust and encourage purchasing decisions.

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Published
2024-12-30
How to Cite
Mochamad Fali Septokasya. (2024). The Influence of Consumer Reviews on Purchasing Decisions on Shopee E-Commerce, Indonesia. International Journal Administration, Business & Organization, 5(5), 118-128. https://doi.org/10.61242/ijabo.24.362
Issue
Vol. 5 No. 5 (2024): IJABO
Section
Research Articles

Copyright (c) 2024 Mochamad Fali Septokasya

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