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All Journal KALBISIANA Jurnal Sains, Bisnis dan Teknologi
Darren Suprianto
Universitas Kalbis
Computer Science & IT Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Industrial & Manufacturing Engineering Social Sciences

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Pengaruh Promosi, Live Shopping, dan Online Customer Review Terhadap Keputusan Pembelian di Tokopedia Darren Suprianto; Siti Ruhana Dara
KALBISIANA Jurnal Sains, Bisnis dan Teknologi Vol. 12 No. 3 (2026): Kalbisiana
Publisher : UNIVERSITAS KALBIS

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.53008/f4gq5x82

Abstract

This study aims to analyze the influence of promotion, live shopping, and online customer reviews on consumers’ purchasing decisions on Tokopedia. Data was collected through an online questionnaire involving 125 active Tokopedia users. The analytical techniques used include validity and reliability tests, multiple linear regression analysis, and hypothesis testing with the assistance of statistical software. The results indicate that promotion, live shopping, and online customer reviews have an effect on purchasing decisions. Simultaneously, these three variables contribute 50.1% to consumer purchasing decisions.
Co-Authors Siti Ruhana Dara