Work

Influence Affiliate Marketing, Online Customer Review and Online Customer Rating on Shopee Consumers' Purchasing Decisions

Year: 2025

Type: article

Abstract: The emergence of e-commerce has altered the way that consumers make judgments about what to buy. The purpose of this study is to examine how Shopee customers' purchase decisions are impacted by affiliate marketing, online customer reviews, and online customer ratings. In this work, the link between variables is analyzed quantitatively using a Structural Equation Modeling (SEM) methodology. 170 respondents who were active Shopee users were given a questionnaire as part of a survey to gather data. The analysis's findings demonstrate that consumer purchase decisions are positively and significantly impacted by affiliate marketing, online customer reviews, and online customer ratings.

Source: International Journal of Marketing and Digital Creative

DOI: 10.31098/ijmadic.v3i1.3072

Authors: Julia Sapitri, Mas Sridjoko Darodjatun, Lutfi Mohamad

Institution: Universitas Teknologi Muhammadiyah Jakarta

Language: English

Topic: Consumer Behavior and Marketing Influence

Subfield: Marketing

Field: Business, Management and Accounting

Domain: Social Sciences

Open Access status: diamond

OpenAlex ID: W4410185229

FWCI: 1.826

Cites:

Cited by: 1

Related to: 10