The Influence Of Product Review Features And Shipping Cost Subsidiaries On Purchase Decisions In The Shopee Marketplace

Abstract

This research aims to analyze the influence of product review features and postage subsidies on consumer purchasing decisions on the Shopee marketplace platform. The Shopee marketplace has become one of the leading e-commerce platforms in Indonesia, and the factors influencing purchasing decisions on this platform are essential to understand. This research uses a quantitative approach by collecting data through online surveys with several respondents who are active Shopee users. The data obtained was analyzed using multiple linear regression analysis using SPSS. The research results show that the product review feature has a significant favorable influence on consumer purchasing decisions on Shopee. Product reviews provide consumers with important information about the quality and clarity of the product, influencing their decision to buy or not. Apart from that, shipping cost subsidies also have a significant favorable influence on purchasing decisions. Shipping cost subsidies can be a factor in attracting consumers to continue their purchases. The findings of this research provide valuable insight for business people, especially online sellers and merchants, to understand how product review features and postage subsidies can be used as strategies to increase sales on the Shopee platform.