THE INFLUENCE OF DIGITAL MARKETING, INFLUENCER MARKETING, AND ONLINE CUSTOMER REVIEWS ON PURCHASING DECISIONS ON E-COMMERCE SHOPEE

Dewi Kurniawati, Fauziyah Nur Jamal, Nugroho Agung Prabowo

Abstract


Currently Shopee is the first marketplace application that is safe, easy and practical for buying and selling online. Shopee is a buying and selling service that uses a marketing strategy by distributing free services throughout Indonesia. The development of e-commerce makes it very easy for people to carry out daily activities. Therefore, companies are currently competing to provide online services that are used as an addition to their traditional offline services. This research aims to determine the influence of digital marketing, influencer marketing, and online customer reviews on purchasing decisions on Shopee e-commerce in DIY. The population in this research is all consumers who shop online at e-commerce Shopee in DIY. Sampling was taken using non-probability sampling and a sample of 120 user respondents who had made purchases via e-commerce Shopee in DIY were obtained. Hypothesis testing in this research uses Partial Least Square (PLS). Based on the results obtained from this research, it shows that digital marketing has a positive and significant influence on purchasing decisions, influencer marketing has a positive and significant influence on purchasing decisions, and online customer reviews have a positive and significant influence on purchasing decisions. This research contributes to the company as a marketing strategy and is useful for the development of science.

Keywords: digital marketing, influencer marketing, online customer reviews, decisions.


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Publihser:
Universitas Ahmad Dahlan

Editorial Address:
Yogyakarta

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