JHSS (Journal of Humanities and Social Studies)
Vol. 10 No. 03 (2026): JHSS (Journal of Humanities and Social Studies)

The Influence Of Price, Promotions, Service Quality, Brand Image, And Product Reviews On Purchase Decisions On The Shopee E-Commerce Platform

Tamriatin Hidayah (Institut Teknologi dan Sains Mandala, Indonesia)
Hary Sulaksono (Institut Teknologi dan Sains Mandala)

Article Info

Publish Date
23 Jul 2026

Abstract

This study aims to identify and analyze the influence of price, promotions, service quality, brand image, and product reviews on purchasing decisions on the Shopee e-commerce platform. The research method used was a quantitative approach with a descriptive design. The sample consisted of 60 respondents. Purposive sampling was employed, and the analysis technique used was multiple linear regression. The results of this study indicate that service quality, brand image, and product reviews were found to have a significant effect on purchasing decisions on the Shopee e-commerce platform, whereas price and promotions did not have a significant effect on purchasing decisions on the Shopee e-commerce platform; however, when considered together (simultaneously), they had a significant effect on purchasing decisions on the Shopee e-commerce platform.

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Journal Info
JHSS (Journal of Humanities and Social Studies)
Website

Abbrev

JHSS

Publisher

Universitas Pakuan

Subject

Humanities Economics, Econometrics & Finance Education Law, Crime, Criminology & Criminal Justice Social Sciences

Description

JHSS (Journal of Humanities and Social Studies) is a journal that publishes scientific papers in the field of humanities and social studies. This Journal, run by Lembaga Penelitian dan Pengabdian Pada Masyarakat, Universitas Pakuan, Bogor. The Journal provides opportunities for scholars to submit ...