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All Journal VALENSI Jurnal Kimia (Journal of Chemistry) Agrikultura Biotika: Jurnal Ilmiah Biologi Jurnal Ilmu Dasar Cropsaver : Journal of Plant Protection STOMATOGNATIC- Jurnal Kedokteran Gigi Chimica et Natura Acta ALCHEMY Jurnal Penelitian Kimia 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
Departemen Kimia Fakultas Matematika Dan Ilmu Pengetahuan Alam Universitas Padjadjaran
Religion Agriculture, Biological Sciences & Forestry Humanities Biochemistry, Genetics & Molecular Biology Chemical Engineering, Chemistry & Bioengineering Chemistry Control & Systems Engineering Economics, Econometrics & Finance Education Energy Engineering Environmental Science Immunology & microbiology 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 Achmad Zainuddin Adhitthana Wiguna Agus Safari Agus Safari Al Arofatus Naini Al Arofatus Naini Alhakim, Ibrahim Almas Widyana Anastasya Firdausi Andi Rahim Aprilia Permata Sari Ari Hardianto Ari Tri Wanodyo Handayani Ariq, Muhammad Ayu Andini Azmi, Mohamad Nurul Celcius Waranmaselembun Dadan Sumiarsa Danar Dono Darwati Darwati Darwati Darwati Darwati Darwati Darwati Darwati Darwati Darwati Darwati Darwati Darwati Darwati Darwati Darwati Darwati, Darwati Deden Indra Dinata, Deden Indra Desak Made Malini Desi Harnet Desi Harneti Desi Harneti Putri Huspa Dessy Yulyani Kurnia Dewa Gede Katja Dina Puspitasari Dini Oktaviani DUDI RUNADI Dwi Maulidani Fadhlan Eka Fitri Yanti, Eka Fitri Erina Hilmayanti Erina Hilmayanti Euis Julaeha Euis Julaeha Evan Hadrian Fadillah, Yusuf Fahmi Faturahman Fajar Fauzi Abdullah Fajar Fauzi Abdullah Farabi, Kindi Ferry Ferdiansyah Sofian, Ferry Ferdiansyah Ghina Izdihar Gunawan Gunawan Gunawan, Latifah Hedi Paramita Herdanu Rizqullah Hersa Milawati Hidayatunnisa, Nurul Hikmat Kasmara Hilmayanti, Erina Ika Wiani Intan Rahmayanti Iqbal Wahyu Mustaqim Irwandaru Dananjaya Jamaludin Al-Anshori Khalijah Awang Khalijah Awang Kindi Farabi Kindi Farabi Kindi Farabi Kindi Farabi Kindi Farabi Kindi Farabi Kindi Farabi Kindi Farabi Kindi Farabi Kindi Farabi Kiswaluyo . Kusumawardhani, Ayuning Dyah Lindung Tri Puspasari Madihah Madihah Magdalena, Ina Melanie Melanie Mohamad Nurul Azmi Mohamad Nurul Azmi Muchlis, Handi Nugraha Muhamad Naufal Muhamad Nurul Azmi Muhamad Nurul Azmi Muhammad Hanafi Muhammad Hanafi 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 Nur Muhammad Miftah Nurlelasari Nurlelasari Nuruzzahra Ammatillah Paramita, Hedi Puji Rahayu Purnama Purnama Purnama Purnama R. Arif Malik Ramadhan Revan Hardiawan Rika Meliansyah Risyandi Anwar Robbaniyyah, Nuzla Af'idatur Ronauli Fitriana Ropidoh, Siti Safri Ishmayana Samuel San Parulian Selly Marita Serlin Sepriyanti Dohare Shabarni Gaffar Shiono, Yoshihito Siska Elisahbet Sinaga Sofa Fajriah Sofa Fajriah Sofa Fajriah Sofa Fajriah Sofa Fajriah Supriatno Salam Taufiqqurahman, Taufiqqurahman Tharysa Rizqika Putri Tiara Prima Amalya Tri Mayanti Tri Mayanti Tri Mayanti Tri Mayanti Ulfa, Kurnia UMAN SUHERMAN, UMAN Unang Supratman Urfa, Salsa Rojana Vita Novianti Wawan Hermawan Wawan Hermawan Winda Sukmawati Winda Sukmawati Yoshihito Shiono Yoshihito Shiono Yoshihito Shiono Yoshihito Shiono Yoshihito Shiono Yoshihito Shiono Yoshihito Shiono Yoshihito Shiono Yusuf Hidayat Yusuf Hidayat Yusup Hidayat Yusup Hidayat