<![CDATA[The development of e-commerce has transformed consumer purchasing behavior, making online customer reviews and promotions crucial factors influencing purchasing decisions. This study aims to analyze the influence of online customer reviews and promotions on purchasing decisions for Purbasari skincare products on Shopee among consumers in East Jakarta. The study employed a quantitative method with a survey approach, distributing questionnaires to consumers who had purchased Purbasari products on Shopee. Data analysis employed multiple linear regression analysis, supported by data quality testing, classical assumption testing, and hypothesis testing. The results indicate that online customer reviews and promotions, both partially and simultaneously, have a positive and significant effect on purchasing decisions. These findings demonstrate that informative customer reviews and appropriate promotional strategies can increase trust and encourage consumers to make purchasing decisions. This study concludes that companies need to optimize the management of online customer reviews and develop effective and sustainable promotional programs to increase purchasing decisions, strengthen consumer loyalty, and maintain competitiveness in the digital marketplace.]]>
Copyrights © 2026
