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All Journal Jurnal Nusa Manajemen
Yudhea Vanestius
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Economics, Econometrics & Finance

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PENGARUH IKLAN TOKO ONLINE, HARGA, ONLINE CUSTOMER REVIEWS TERHADAP KEPUTUSAN PEMBELIAN PADA TOKO PINTU BAJA JAYA 99 DI MARKETPLACE Yudhea Vanestius; Widjaja, William
Jurnal Nusa Manajemen Vol. 2 No. 3 (2025): Jurnal Nusa Manajemen Volume 2 Nomor 3 November Tahun 2025
Publisher : Publika Citra Media

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.62237/jnm.v2i3.344

Abstract

This study aims to analyze the influence of online advertising, price, and online customer reviews on consumers purchase intention at Pintu Baja Jaya 99 Store. The research employs a quantitative approach using a survey method through questionnaires distributed to 109 respondents. The data were analyzed using multiple linear regression. The results show that simultaneously, online advertising, price, and customer reviews have a significant effect on purchase intention. Partially, online advertising and online customer reviews have a significant influence, while price does not significantly affect purchase intention. These findings indicate that consumers tend to consider online advertising and customer reviews more when deciding to purchase products online. Therefore, business owners are advised to manage attractive online store advertisements and pay attention to online reputation through customer reviews in order to increase consumer purchase intention.
Co-Authors William Widjaja