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All Journal SAE (Study of Applied Entrepreneurship)
Afrinaldi, Muhamad
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Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Electrical & Electronics Engineering Environmental Science Social Sciences

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THE EFFECT OF PROMOTION, PRICE, AND CUSTOMER RATING ONLINE ON THE BUYING DECISION OF TOKOPEDIA E-COMMERCE: A CASE STUDY IN PADANG Afrinaldi, Muhamad; Wiratha, Andre
Study of Applied Entrepreneurship Vol. 1 No. 2 (2024)
Publisher : Universitas Terbuka

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.33830/sae.v1i2.9068

Abstract

This study aims to analyze the impact of promotions, pricing, and online customer ratings on purchasing decisions in the Tokopedia e-commerce platform in Padang City. Data were collected through a questionnaire that was tested for validity and reliability. Regression analysis results indicate that promotions and online customer ratings have a significant positive influence on purchasing decisions, while pricing does not have a substantial impact. These findings provide insights for business practitioners in designing effective marketing strategies in the digital era. It is recommended that sellers continuously optimize promotional strategies, set competitive prices, and manage customer reviews effectively to enhance purchasing decisions. Promotional activities are considered highly important in boosting purchasing decisions, whereas high prices may reduce consumer interest.
Co-Authors Wiratha, Andre