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All Journal Indonesian Journal of Innovation Studies
Sari, Elda Premesta
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Computer Science & IT Education Engineering Law, Crime, Criminology & Criminal Justice

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Social Media Promotions and Reviews Drive Online Shopping in Indonesia: Promosi dan Ulasan Media Sosial Mendorong Belanja Online di Indonesia Sari, Elda Premesta; Indayani, Lilik; Abadiyah, Rifdah
Indonesian Journal of Innovation Studies Vol. 25 No. 2 (2024): April
Publisher : Universitas Muhammadiyah Sidoarjo

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.21070/ijins.v25i2.1146

Abstract

This study investigates the effects of social media promotions, prices, and product reviews on purchasing decisions for online shopping through Shopee in Sidoarjo. Using a quantitative approach, data from 96 respondents was collected via a Google Forms questionnaire. Analysis through SPSS version 26 revealed that social media promotions and product reviews significantly influence purchasing decisions, while price does not. These findings suggest that Shopee should focus on enhancing social media promotions and product reviews to boost consumer interest. Future research should explore additional factors to provide a more comprehensive understanding of online purchasing decisions. Highlight: Social media promotions significantly influence purchasing decisions on Shopee. Product reviews have a notable impact on consumer buying choices. Price does not significantly affect purchasing decisions for Shopee users. Keywoard: Social media promotions, Product reviews, Online shopping, Purchasing decisions, Shopee
Co-Authors Lilik Indayani Rifdah Abadiyah