The Effect of Promotion, Price, and Customer Rating Online on the Buying Decision of Tokopedia E-commerce: a Case Study in Padang
Year: 2024
Type: article
Study design: Observational Study
Abstract: This study aims to analyze the impact of promotions, pricing, and online customer ratings on purchasing decisions in the Tokopedia e-commerce platform in Padang City. Data were collected through a questionnaire that was tested for validity and reliability. Regression analysis results indicate that promotions and online customer ratings have a significant positive influence on purchasing decisions, while pricing does not have a substantial impact. These findings provide insights for business practitioners in designing effective marketing strategies in the digital era. It is recommended that sellers continuously optimize promotional strategies, set competitive prices, and manage customer reviews effectively to enhance purchasing decisions. Promotional activities are considered highly important in boosting purchasing decisions, whereas high prices may reduce consumer interest.
Authors: Muhamad Afrinaldi, Andre Wiratha
Language: English
Subfield: Marketing
Domain: Social Sciences
Open Access status: hybrid
OpenAlex ID: W4402117124