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All Journal Jurnal Kimia (Journal of Chemistry) Jurnal Ilmu Dasar Cropsaver : Journal of Plant Protection STOMATOGNATIC- Jurnal Kedokteran Gigi Chimica et Natura Acta Indonesian Journal of Chemistry Chemistry Indonesian Journal of Chemical Research Molekul: Jurnal Ilmiah Kimia Journal of Education and Counseling (JECO) Jurnal Ilmiah Berkala: Sains dan Terapan Kimia Economic Reviews Journal Makara Journal of Science YASIN: Jurnal Pendidikan dan Sosial Budaya ANWARUL: Jurnal Pendidikan dan Dakwah Bandung Conference Series: Pharmacy Molekul: Jurnal Ilmiah Kimia Semeton Mathematics Journal Hikmah: Jurnal Studi Pendidikan Agama Islam Candradimuka: Journal of Education
Rani Maharani
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Religion Agriculture, Biological Sciences & Forestry Humanities Biochemistry, Genetics & Molecular Biology Chemical Engineering, Chemistry & Bioengineering Chemistry Control & Systems Engineering Economics, Econometrics & Finance Education Engineering Environmental Science Industrial & Manufacturing Engineering Languange, Linguistic, Communication & Media Materials Science & Nanotechnology Mathematics Medicine & Pharmacology Public Health Social Sciences Other

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Journal : Economic Reviews Journal

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Pengaruh Citra Merek, Promosi, dan Online Customer Review Terhadap Keputusan Pembelian Konsumen pada Shopee di Kota Bekasi Maharani, Rani; Dananjaya, Irwandaru
Economic Reviews Journal Vol. 4 No. 4 (2025): Economic Reviews Journal
Publisher : Masyarakat Ekonomi Syariah Bogor

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.56709/mrj.v4i4.1005

Abstract

The advancement of information technology has driven rapid development across various fields, including traditional, digital, and fundamental research methods. This study aims to analyze the effect of brand image, promotion, and online customer reviews on consumer purchase decisions on Shopee in Bekasi City, both partially and simultaneously. Primary data were collected from 200 respondents using a questionnaire with purposive sampling, and analyzed using SPSS through validity and reliability tests, normality, multicollinearity, heteroscedasticity, multiple linear regression, t-test, F-test, and coefficient of determination (R²). The results show that brand image (t = 6.141; p < 0.001) and online customer review (t = 10.195; p < 0.001) have a significant partial effect on purchase decisions, while promotion also shows a significant partial effect (t = 5.289; p < 0.001). Simultaneously, these three independent variables significantly influence purchase decisions with F = 110.198; p < 0.001 and adjusted R² = 0.622, indicating that 62.2% of the variation in purchase decisions can be explained by these variables. These findings confirm that brand image, promotion, and customer reviews play a crucial role in enhancing consumer confidence and purchase decisions on Shopee in Bekasi City.
Co-Authors 10060321019, Dinah Shafira Abasi Ace Tatang Hidayat Achmad Zainuddin Adhitthana Wiguna Alhakim, Ibrahim Ari Tri Wanodyo Handayani Ariq, Muhammad Ayu Andini Azmi, Mohamad Nurul Dadan Sumiarsa Danar Dono Darwati Darwati Darwati, Darwati Deden Indra Dinata, Deden Indra Desi Harnet Desi Harneti Putri Huspa Dina Puspitasari DUDI RUNADI Dwi Maulidani Fadhlan Eka Fitri Yanti, Eka Fitri Euis Julaeha Fadillah, Yusuf Fahmi Faturahman Fajar Fauzi Abdullah Fajar Fauzi Abdullah Farabi, Kindi Ferry Ferdiansyah Sofian, Ferry Ferdiansyah Gunawan, Latifah Hedi Paramita Hidayatunnisa, Nurul Hilmayanti, Erina Ika Wiani Irwandaru Dananjaya Jamaludin Al-Anshori Khalijah Awang Kindi Farabi Kindi Farabi Kindi Farabi Kiswaluyo . Kusumawardhani, Ayuning Dyah Lindung Tri Puspasari Lindung Tri Puspasari Magdalena, Ina Muchlis, Handi Nugraha Muhamad Naufal Muhammad Hanafi Muhammad Luthfi Muhammad Naufal, Muhammad Muhammad Rijal Alfian Mustaqim, Iqbal Wahyu Mustofa, Hidayat Nurul Muttaqin, Fauzan Zein N, Gilang Kusuma Nadya Thufaila Nafiah, Mohamad Azlan Naini, Al Arofatus Nety Kurniaty Nurlelasari Nurlelasari Paramita, Hedi Puji Rahayu Purnama Purnama Revan Hardiawan Rika Meliansyah Robbaniyyah, Nuzla Af'idatur Ropidoh, Siti Safri Ishmayana Safri Ishmayana Selly Marita Serlin Sepriyanti Dohare Shiono, Yoshihito Siska Elisahbet Sinaga Sofa Fajriah Sofa Fajriah Taufiqqurahman, Taufiqqurahman Tharysa Rizqika Putri Tiara Prima Amalya Tri Mayanti Ulfa, Kurnia UMAN SUHERMAN, UMAN Unang Supratman Urfa, Salsa Rojana Wawan Hermawan Yoshihito Shiono Yoshihito Shiono Yusuf Hidayat Yusuf Hidayat Yusup Hidayat