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Novelayanti, Melati Desi
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Economics, Econometrics & Finance

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The Effect of Promotions and Online Customer Reviews on Purchase Decisions Mediated by Brand Image on Erigo Products on Shopee E-Commerce Novelayanti, Melati Desi; Wulandari, Anna; Yahya, Adibah
Indonesian Interdisciplinary Journal of Sharia Economics (IIJSE) Vol 7 No 2 (2024): Sharia Economics
Publisher : Sharia Economics Department Universitas KH. Abdul Chalim, Mojokerto

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.31538/iijse.v7i2.5289

Abstract

This study aims to analyze the effect of promotions and online customer reviews on purchase decisions mediated by the brand image of Erigo products in Shopee e-commerce. Data were collected through questionnaires distributed to Erigo consumers who shop through Shopee. The data analysis method used is Partial Least Squares (PLS) with the help of SmartPLS application. This study concludes that promotions and online customer reviews directly influence purchase decisions; however, brand image is not a significant mediator in this relationship. These findings imply that effective promotion strategies and online customer review management can enhance purchase decisions, even though the brand image does not directly mediate this relationship for Erigo products on Shopee.
Co-Authors Wulandari, Anna Yahya, Adibah