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All Journal Electronic Journal of Education, Social Economics and Technology
Fita Kurniasari
Universitas Muhammadiyah Pontianak, Pontianak, 78123
Religion Arts Humanities Computer Science & IT Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Electrical & Electronics Engineering Engineering Environmental Science Health Professions Languange, Linguistic, Communication & Media Law, Crime, Criminology & Criminal Justice Library & Information Science Mathematics Nursing Public Health Social Sciences Veterinary Other

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The Influence of Promotion, Online Customer Review, and Online Customer Rating on Purchasing Decisions in the Shopee Application Among Students in Pontianak City Arum Citra Parasdita; Fita Kurniasari
Electronic Journal of Education, Social Economics and Technology Vol 6, No 2 (2025)
Publisher : SAINTIS Publishing

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.33122/ejeset.v6i2.780

Abstract

This study aims to analyze the influence of promotions, online customer review, and online customer rating on purchasing decisions on the Shopee application among students in Pontianak City. Along with the rapid development of e-commerce and digitalization, Shopee has become one of the most widely used online shopping platforms in Indonesia. This study uses a quantitative approach with data collection techniques through questionnaires distributed to 200 respondents who are Shopee app users. The collected data were analyzed using multiple linear regression analysis to examine the relationship between independent variables (promotions, online customer review, and online customer rating) and purchase decisions as the dependent variable. The results of the study indicate that multiple linear regression analysis shows that promotions, online customer review, and online customer rating have a positive influence on purchasing decisions. Based on the F-test results, it was found that F calculated = 63.029 and significance 0.000, indicating that all three variables simultaneously have a significant influence on purchasing decisions. The t-test results show that promotions (X1), online customer review (X2), and online customer rating (X3) all have a significant effect on purchasing decisions. These findings provide important insights for e-commerce platforms such as Shopee to continue optimizing features that enhance the user shopping experience, such as the quality and quantity of reviews and ratings from customers, as well as developing appropriate promotional strategies.
The Influence of Service Quality and Facilities on Revisit Intention at Aufa Hotel with Customer Satisfaction as an Intervening Variable Fitri Wahyuni; Fita Kurniasari
Electronic Journal of Education, Social Economics and Technology Vol 6, No 2 (2025)
Publisher : SAINTIS Publishing

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.33122/ejeset.v6i2.897

Abstract

This study aims to analyze the influence of service quality and facilities on revisit intention at Aufa Hotel, with customer satisfaction as an intervening variable. The research is based on the importance of maintaining customer loyalty amid increasingly competitive conditions in the hospitality industry, particularly in plantation-based economic areas such as Manis Mata District, Ketapang Regency, West Kalimantan. This study employs a quantitative associative approach, with data collected through questionnaires distributed to 100 respondents who had stayed at Aufa Hotel at least twice. The data were analyzed using Structural Equation Modeling (SEM) with the Partial Least Squares (PLS) method. The results indicate that both service quality and facilities have a positive and significant effect on customer satisfaction. Furthermore, customer satisfaction significantly influences revisit intention and also mediates the relationship between service quality and facilities with revisit intention. These findings suggest that consistently improving service quality and facilities plays a crucial role in shaping positive customer experiences and fostering customer loyalty.
Co-Authors Arum Citra Parasdita Fitri Wahyuni