IIJSE
Vol 7 No 2 (2024): Sharia Economics

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 (Unknown)
Wulandari, Anna (Unknown)
Yahya, Adibah (Unknown)

Article Info

Publish Date
24 Jun 2024

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.

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Journal Info
IIJSE
Website

Abbrev

iijse

Publisher

Universitas KH. Abdul Chalim

Subject

Economics, Econometrics & Finance

Description

The Indonesian Interdisciplinary Journal of Sharia Economics (IIJSE) is Sharia Economics Journal published by Sharia Economics Department Institut Pesantren KH. Abdul Chalim, Mojokerto. The Journal focuses on the issues of Sharia Economics, the History of Islamic Economic Thought, Islamic Law, Local ...