Pengaruh Customer Review dan Promosi terhadap Keputusan Beli Konsumen E-commerce Shopee di Kalangan Mahasiswa UKSW

Abstract

Jurnal ini akan membahas tentang pengaruh onmline costumer review dan promosi terhadap keputusan beli konsumen e-commerce. E-commerce dipilih karena saat ini Indonesia menjadi salah satu negara dengan pertumbuhan e-commerce tercepat di dunia. Sedangkan, shopee dipilih menjadi objek e-commerce karena shopee menjadi top of mind, most accesed, most frequent purchase bahkan menjadi rekomended e-commerce di Indonesia. Hasil riset yang dilakukan global Nielsen mengatakan bahwa online costumer review atau electronic word of mouth menjadi faktor yang lebih dominan di bandingkan promosi dalam konteks membuat keputusan pembelian pengguna e-commerce. Namun berdasarkan temuan dalam penelitian ini hasilnya adalah online costumer review dan promosi sama-sama berpengaruh secara signifikan terhadap pembelian di e-commerce shopee.

This paper will discusses about the impact of the Online costumer reviews and promotions to the buying decisions of e-commerce consumers. E-commerce was chosen because Indonesia is currently one of the fastest growing ecommerce countries in the world. Whereas, Shopee was chosen as an e-commerce object because Shopee became the top of mind, most accesed, most frequent purchase even became a good e-commerce in Indonesia. Nielsen's global research results say that online costumer reviews or electronic word of mouth is becoming a more dominant factor in comparing promotions in the context of making e-commerce user purchasing decisions. But based on the findings in this research the results are online costumer reviews and promotions equally influential significantly towards purchases in Shopee e-commerce.