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All Journal Procuratio : Jurnal Ilmiah Manajemen
Muhammad Adrian Agusta
Institut Teknologi dan Bisnis Master
Economics, Econometrics & Finance

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PROMOTION, INFLUENCER MARKETING, AND ONLINE CUSTOMER REVIEW ON PURCHASE DECISIONS IN SHOPEE E-COMMERCE (A CASE STUDY ON THE COMMUNITY IN PEKANBARU) Achmad Tavip Junaedi; Nabila Hestia; Suhardjo Suhardjo; Jenny Angelica; Nicholas Renaldo; Amries Rusli Tanjung; Novita Yulia Putri; Marice Br Hutahuruk; Yusnidar Yusnidar; Muhammad Adrian Agusta
Procuratio : Jurnal Ilmiah Manajemen Vol 13 No 1 (2025): Procuratio : Jurnal Ilmiah Manajemen
Publisher : Institut Bisnis dan Teknologi Pelita Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.35145/procuratio.v13i1.4920

Abstract

This research investigates the influence of Promotion, Influencer Marketing, and Online Customer Reviews on purchase decisions in the E-Commerce platform Shopee in Pekanbaru. The determination of the research sample utilizes accidental sampling. This study employs primary data, which is directly obtained from respondents by distributing questionnaires or statement lists to the predetermined sample. Secondary data generally consists of evidence, records, or historical reports organized in published archives. The method used is multiple linear regression analysis with a sample size of 100 respondents. The research findings indicate that Promotion and Online Customer Review significantly influence purchase decisions on Shopee E-commerce in the city of Pekanbaru, while Influencer Marketing does not significantly affect purchase decisions on Shopee E-commerce in the city of Pekanbaru. Penelitian ini bertujuan untuk mengetahui pengaruh Promosi, Influencer Marketing, dan Online Customer Review terhadap keputusan pembelian pada platform E-Commerce Shopee di Pekanbaru. Penentuan sampel penelitian menggunakan teknik accidental sampling. Penelitian ini menggunakan data primer yang diperoleh langsung dari responden dengan cara menyebarkan kuesioner atau daftar pernyataan kepada sampel yang telah ditentukan. Data sekunder pada umumnya berupa bukti-bukti, catatan, atau laporan historis yang terorganisasi dalam arsip yang diterbitkan. Metode yang digunakan adalah analisis regresi linier berganda dengan jumlah sampel sebanyak 100 responden. Hasil penelitian menunjukkan bahwa Promosi dan Online Customer Review berpengaruh signifikan terhadap keputusan pembelian pada E-Commerce Shopee di Kota Pekanbaru, sedangkan Influencer Marketing tidak berpengaruh signifikan terhadap keputusan pembelian pada E-Commerce Shopee di Kota Pekanbaru.
PENGARUH E-COMMERCE, MEDIA SOSIAL, DAN GAYA HIDUP TERHADAP PEMBELIAN FASHION MUSLIM OLEH GENERASI Z DI PEKANBARU Yusnidar Yusnidar; Muhammad Adrian Agusta; Achmad Tavip Junaedi
Procuratio : Jurnal Ilmiah Manajemen Vol 13 No 3 (2025): Procuratio : Jurnal Ilmiah Manajemen
Publisher : Institut Bisnis dan Teknologi Pelita Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.35145/procuratio.v13i3.4963

Abstract

This study aims to analyze the influence of E-Commerce, social media, and lifestyle on Muslim fashion purchasing decisions by Generation Z in Pekanbaru City. Generation Z is an age group that is highly exposed to digital technology and tends to have a consumptive lifestyle, especially in terms of fashion that is in accordance with religious identity and current trends. This study uses a quantitative approach with a survey method of 100 Gen Z respondents who actively use e-commerce and social media platforms. Data analysis was carried out using multiple linear regression and moderation analysis to see the role of consumptive lifestyle in strengthening the relationship between social media and purchasing decisions. The results of the study indicate that E-Commerce and social media have a significant influence on Muslim fashion purchasing decisions. In addition, consumptive lifestyle has been shown to strengthen the influence of social media on impulsive buying behavior. These findings indicate the importance of an integrated digital marketing strategy and an in-depth understanding of Gen Z characteristics in developing the Muslim fashion industry in Pekanbaru. Penelitian ini bertujuan untuk menganalisis pengaruh E-Commerce, media sosial, dan gaya hidup terhadap keputusan pembelian fashion muslim oleh Generasi Z di Kota Pekanbaru. Generasi Z merupakan kelompok usia yang sangat terpapar teknologi digital dan cenderung memiliki gaya hidup konsumtif, terutama dalam hal fashion yang sesuai dengan identitas religius dan tren masa kini. Penelitian ini menggunakan pendekatan kuantitatif dengan metode survei terhadap 100 responden Gen Z yang aktif menggunakan platform e-commerce dan media sosial. Analisis data dilakukan menggunakan regresi linier berganda dan analisis moderasi untuk melihat peran gaya hidup konsumtif dalam memperkuat hubungan antara media sosial dan keputusan pembelian. Hasil penelitian menunjukkan bahwa E-Commerce dan media sosial berpengaruh signifikan terhadap keputusan pembelian fashion muslim. Selain itu, gaya hidup konsumtif terbukti memperkuat pengaruh media sosial terhadap perilaku pembelian impulsif. Temuan ini mengindikasikan pentingnya strategi pemasaran digital yang terintegrasi serta pemahaman mendalam terhadap karakteristik Gen Z dalam mengembangkan industri fashion muslim di Pekanbaru.
Co-Authors Achmad Tavip Junaedi Amries Rusli Tanjung Jenny Angelica Marice Br Hutahuruk Nabila Hestia Nicholas Renaldo Novita Yulia Putri Suhardjo Yusnidar Yusnidar Yusnidar Yusnidar