Work

Pengaruh Promo Big Sale, Online Customer Review, dan Online Customer Rating Terhadap Keputusan Pembelian pada Event Tanggal Kembar Shopee

Year: 2024

Type: article

Abstract: The purpose of this study is to determine the impact of major discount offers, online customer reviews, and online customer ratings on purchasing decisions during the Shopee twin date event. For important sales initiatives, structural equation modeling was the data analysis method used. The results show that online customer reviews have a positive but not statistically significant impact on purchasing decisions during the Shopee twin date event, even while online customer ratings have a large impact.

Source: Lokawati Jurnal Penelitian Manajemen dan Inovasi Riset

DOI: 10.61132/lokawati.v2i6.1327

Authors: Gias Rahman Alfarisyi, Ambardi Ambardi

Language: English

Topic: Consumer Behavior and Marketing Influence

Subfield: Marketing

Field: Business, Management and Accounting

Domain: Social Sciences

Open Access status: diamond

OpenAlex ID: W4404419932

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