KALBISIANA Jurnal Sains, Bisnis dan Teknologi
Vol. 12 No. 3 (2026): Kalbisiana

Pengaruh Promosi, Live Shopping, dan Online Customer Review Terhadap Keputusan Pembelian di Tokopedia

Darren Suprianto (Universitas Kalbis)
Siti Ruhana Dara (Universitas Kalbis)

Article Info

Publish Date
09 Sep 2026

Abstract

This study aims to analyze the influence of promotion, live shopping, and online customer reviews on consumers’ purchasing decisions on Tokopedia. Data was collected through an online questionnaire involving 125 active Tokopedia users. The analytical techniques used include validity and reliability tests, multiple linear regression analysis, and hypothesis testing with the assistance of statistical software. The results indicate that promotion, live shopping, and online customer reviews have an effect on purchasing decisions. Simultaneously, these three variables contribute 50.1% to consumer purchasing decisions.

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Journal Info
KALBISIANA Jurnal Sains, Bisnis dan Teknologi
Website

Abbrev

kalbisiana

Publisher

UNIVERSITAS KALBIS

Subject

Computer Science & IT Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Industrial & Manufacturing Engineering Social Sciences

Description

KALBISIANA Jurnal Sains, Bisnis dan Teknologi adalah jurnal akses terbuka akademik yang bertujuan untuk mempromosikan integrasi sains, bisnis dan teknologi. Fokusnya adalah menerbitkan makalah tentang sains, bisnis dan teknologi. Makalah yang dikirimkan akan ditinjau oleh komite teknis jurnal. Semua ...