The Influence of Product Review Features and Shipping Cost Subsidiaries on Purchase Decisions in The Shopee Marketplace
DOI:
https://doi.org/10.21009/ISC-BEAM.011.07Keywords:
Product Reviews, Shipping Costs, Purchase DecisionsAbstract
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.
References
Alfirdausi, K., & Marpaung, N. N. (2022). Pengaruh Harga dan Ulasan Produk terhadap Keputusan Pembelian Pada Marketplace Shopee di Kabupaten Bekasi. Jurnal Parameter, 7(01), 181–192. https://doi.org/10.54543/fusion.v2i01.145
Aminullah, M., & Ali, M. (2020). Perkembangan Teknologi Komunikasi Era 4.0. Komunike, Volume XII, 1–23.
Anggraini, C. A., Perbawasari, S., & Budiana, H. R. (2018). Cyberbranding sebagai Upaya Membangun Brand Awareness Shopee Indonesia. Commed : Jurnal Komunikasi Dan Media, 2(2), 72–86. https://doi.org/10.33884/commed.v2i2.471
Budiarto, S. (2022). Pengaruh Ulasan Pelanggan Online, Citra Merek, dan Kepercayaan terhadap Niat Pemesanan Hotel Konsumen secara Online(Survei Online pada Pengguna Aplikasi Traveloka). Journal of Indonesia Marketing Association (IMA), 1(1), 9–24.
Chanifah, N. (2021). Pandangan ekonomi Islam terhadap jual beli melalui marketplace online Shopee. Eprints. walisongo.ac.id.
Chofit Muklis, A. P., & Yuniardi Rusdianto, R. (2023). Pengaruh Potongan Harga dan Iklan Shopee terhadap Minat Beli Konsumen Shopee. SEIKO : Journal of Management & Business, 6(1), 337–347. https://doi.org/10.37531/sejaman.v6i1.2811
Damayanti, F. D. W., & Canggih, C. (2021). Pengaruh Penggunaan Pembayaran Shopeepay Later terhadap Perilaku Konsumsi Islam Generasi Milenial di Surabaya. Jurnal Ilmiah Ekonomi Islam, 7(03), 1880–1888.Din Jannah, K. (2019). Perilaku Konsumen Generasi Z terhadap Minat Beli Online pada Market Place Shopee.
Farki, A., Baihaqi, I., & Wibawa, M. (2016). Pengaruh online customer review rating terhadap kepercayaan place di indonesia. Jurnal Teknik, 5(2).
Fransiska Vania Sudjatmika. (2017). Pengaruh Harga, Ulasan Produk, Kemudahan, dan Keamanan Terhadap Keputusan Pembelian secara Online di tokopedia.com. Ekonomi Bisnis, 17(1), 1–12. https://jurnal.ubd.ac.id/index.php/PE/article/view/86/49
Ilmiyah, K., & Krishernawan, I. (2020). Pengaruh Ulasan Produk, Kemudahan, Kepercayaan, dan Harga Terhadap Keputusan Pembelian pada Marketplace Shopee di Mojokerto. Maker: Jurnal Manajemen, 6(1), 31–42. https://doi.org/10.37403/mjm.v6i1.143
Istiqomah, M., & Marlena, N. (2020). Pengaruh promo gratis ongkos kirim dan online customer rating terhadap keputusan pembelian produk fashion. Jurnal Manajemen, 12(2), 288–298.
Laili Hidayati, N. (2018). Pengaruh Viral Marketing, Online Consumer Reviews dan Harga Terhadap Keputusan Pembelian Shopee Di Surabaya. Jurnal Pendidikan Tata Niaga (JPTN), 06(3), 77–84.
Magfira, N. (2019). Pengaruh Kualitas Barang terhadap Keputusan Pembelian pada Aplikasi Shopee (Studi pada Mahasiswa Pendidikan Ekonomi Universitas Negeri Makasar). In Skiripsi Fakultas Ekonomi Universitas Negeri Makasar.
Nurul, M., Soewarno, N., & Isnalita, I. (2019). Pengaruh Jumlah Pengunjung, Ulasan Produk, Reputasi Toko dan Status Gold Badge pada Penjualan dalam Tokopedia. E-Jurnal Akuntansi, 28(3), 1855. https://doi.org/10.24843/eja.2019.v28.i03.p14
Putri, D. A. (2017). Hubungan Kualitas Produk dengan Keputusan Pembelian Handphone Android pada Mahasiswa Psikologi Universitas Medan Area. 35.
Sudaryono. (2016). Manajemen Pemasaran Teori & Implementasi. ANDI.
Trifena Revangelista Mambu, Johny R. E. Tampi, & Danny D. S. Mukuan. (2021). Kepercayaan Konsumen, Kualitas Layanan terhadap Keputusan Pembelian pada Aplikasi E-Commerce Shopee di Kota Tondano. Productivity, 2(1), 79–84.
Utari, T., & Sariwaty, Y. (2023). Pemanfaatan Marketplace Shopee sebagai Media Komunikasi Pemasaran Toko Putri Indah. Jurnal Cahaya Mandalika (JCM), 4(2), 65–74.
