Online Customer Review, Sales Promotion, And Price On Consumer Buying Interest On Marketplace (Shopee)

Linda Alivstadila, Budi Suryowati

Abstract


This study is a quantitativeresearch with the aim of analyzing the influence of online customer reviews, sales promotions, and prices on consumer buying interest on the Shopee online shopping application. The population in this study is Shopee online marketplace users and the sample of this study was taken by purposive sampling technique as many as 100 respondents were obtained using the Lemeshow formula. Data collection method with questionnaires. The analysis tool used to test the hypothesis used Tructural Equation Modelling-Partial Least Square (SEM-PLS) with SmartPLS 4 software. The results of this study show that online customer reviews, sales promotions, and prices have a significant effect on buying interest on Marketplace (Shopee). The implications of this research are that Shopee should encourage customers to leave reviews after purchase, it is necessary to actively manage reviews by responding to negative reviews and addressing customer complaints. Setting competitive prices is very important to attract buying interest in highly competitive marketplaces such as Shopee. Sellers should monitor competitors' prices and adjust their prices to stay competitive. Shopee can develop more advanced promotional features, such as personalized digital coupons or integrated loyalty programs, to increase consumer buying interest.

Keywords: Online Customer Review, Sales Promotion, Price, Buying Interest.


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References


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