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Gina Alivea Oryza
Management Study Program, Faculty of Law, Economics and Education, Narotama University Surabaya, Indonesia
Economics, Econometrics & Finance Social Sciences

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The Effect of Digital Marketing, Online Customer Reviews and Ratings on Consumer Buying Interest Through Shopee Gina Alivea Oryza; Sengguruh Nilowardono
Jurnal Ekonomi Vol 22 No 01 (2022): June 2022
Publisher : NAROTAMA UNIVERSITY, Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.29138/je.v22i01.159

Abstract

This study aims to analyze the effect of digital marketing, online customer review rating on consumer buying interest through shopee. The analytical method used in this study is quantitative analysis by conducting a survey on 106 respondents, namely students from Narotama University who have made purchases through shopee and tested with the help of an analytical tool, namely the SPSS program. The results of this study indicate that digital marketing, online customer reviews and ratings have a positive effect on buying interest through shopee. When consumers feel that shopee's digital marketing is attractive, online customer reviews and other user ratings provide benefits in terms of providing product-related information, this can increase purchase intention.
Co-Authors Sengguruh Nilowardono