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p-Index From 2021 - 2026
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All Journal Escalate : Economics and Business Journal
Andi Lesmana
Pasir Pengaraian University
Economics, Econometrics & Finance

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The Effect of Online Customer Ratings, Online Customer Reviews and Free Shipping Vouchers on Purchase Decisions in the Shopee Application Eka Suci Lestari; Andi Lesmana; Tiara Rochmawati
Escalate : Economics and Business Journal Vol. 4 No. 02 (2026): Escalate: Economics and Business Journal
Publisher : Takaza Innovatix Labs Ltd.

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.61536/escalate.v4i02.683

Abstract

The growth of e-commerce in Indonesia is driving changes in consumer behavior when making online purchases, so factors such as online customer ratings, online customer reviews, and free shipping vouchers become important considerations in purchase decisions on the Shopee app. This study aims to analyze the influence of online customer ratings, online customer reviews, and free shipping vouchers, both partially and simultaneously, on purchase decisions among students of Pasir Pengaraian University. This research is quantitative with a descriptive approach. The research sample consisted of 100 respondents selected using the Slovin formula; data were collected through questionnaires and then analyzed classical assumption tests, multiple linear regression, t-tests, F-tests, and the coefficient of determination. The results show that online customer reviews and free shipping vouchers have a positive and significant effect on purchase decisions, while online customer ratings do not have a significant effect. Statistically, the simultaneous test obtained an F-count value of 69.134 with a significance of <0.001 and an Adjusted R Square value of 0.674, indicating that 67.4% of the variation in purchase decisions can be explained by the three research variables. These findings show that students' purchase decisions on the Shopee application are more influenced by the quality of customer reviews and the benefits of free shipping promotions than by product ratings. This study is expected to serve as a reference for e-commerce players in designing more effective digital marketing strategies.
The Effect of Product Availability, Store Atmosphere, and Shopping Comfort on Purchase Decisions (A Case Study at SRC Rehan Store at Simpang D) Riska Dewi Rahmawati; Andi Lesmana; Tiara Rochmawati
Escalate : Economics and Business Journal Vol. 4 No. 3 (2026): Escalate : Economics and Business Journal
Publisher : Takaza Innovatix Labs Ltd.

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.61536/escalate.v4i3.681

Abstract

Increasingly intense competition in the retail business requires business owners to understand the factors influencing consumer purchase decisions. SRC Rehan Store faces several issues, including inconsistent product availability, suboptimal store atmosphere, and shopping comfort that still needs improvement. This study aims to determine the effect of product completeness, store atmosphere, and shopping comfort on consumer purchase decisions at SRC Rehan Store. This research employed a quantitative approach involving all customers of SRC Rehan Store as the population. A total of 100 respondents were selected using accidental sampling. Data were collected through interviews, observations, and questionnaires, and then analyzed using multiple linear regression with the assistance of SPSS version 31.0. The results indicate that product completeness, store atmosphere, and shopping comfort each have a positive and significant effect on consumer purchase decisions. Simultaneously, the three independent variables also have a positive and significant effect on purchase decisions, with an explanatory power of 81.9%. It can be concluded that improving product completeness, store atmosphere, and shopping comfort can increase consumer purchase decisions at SRC Rehan Store.
Co-Authors Eka Suci Lestari Riska Dewi Rahmawati Tiara Rochmawati