Article Sidebar

Download
Download Article

Main Article Content

Abstract

This study aims to analyze the influence of online customer reviews, online customer ratings, and price discounts on consumers' purchasing decisions for fashion products on the Shopee e-commerce platform. This study employed a quantitative approach using a survey method by distributing questionnaires to 70 respondents who had previously purchased fashion products on Shopee. Data were analyzed using the Partial Least Squares structural equation modeling (PLS-SEM) technique with the assistance of SmartPLS 4 software. The results revealed that online customer reviews had no significant effect on purchase decisions. In contrast, online customer ratings and price discounts had positive and significant effects on consumers' purchasing decisions. These findings suggest that consumers tend to place greater emphasis on star ratings and price incentives than on customer reviews when making purchasing decisions. This study has practical implications for sellers and managers of the Shopee e-commerce platform in enhancing the effectiveness of promotional strategies and product evaluation systems to encourage consumer purchasing decisions.

Keywords

Online Customer Reviews Online Customer Ratings Price Discount Purchase Decision

Article Details

Creative Commons License

This work is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.

How to Cite
Fernando, M. Y., & Zainurossalamia ZA, S. (2026). The Influence of Online Customer Reviews, Ratings, and Discounts on Fashion Purchase Decisions on Shopee E-Commerce. Golden Ratio of Data in Summary, 6(3), 693–707. https://doi.org/10.52970/grdis.v6i3.2239
Download Citation
Endnote/Zotero/Mendeley (RIS)
BibTeX

References

  1. Amelinda, P.L., and V. (2024). Fashion Product Purchase Decisions on TikTok Shop: The Role of Lifestyle and Price Discounts. Journal of Digital Business and Communication, Volume 2, 1–12. https://doi.org/https://doi.org/10.47134/jbkd.v2i1.3383
  2. Aryasa Fariq, RMR (2024). The Influence of Price Discounts, Content Marketing, and Live Streaming on TikTok. Scientific Journal of Management 5 No. https://doi.org/https://doi.org/10.33432/emba.v10i3.43323
  3. Ahdiat, A. (2024). 5 E-Commerce Sites with the Most Visitors in the First Quarter of 2023, accessed August 19, 2024, from https://databoks.katadata.co.id/teknologi-telekomunikasi/statistik/1f9a77c8c8a2c66/5-e-commerce-dengan-pengunjung-terbanyak-kuartal-i-2023
  4. Damayanti, AA, & Damayanti, D. (2024). The Effect of Discounts, Free Shipping, Cash on Delivery, and Online Customer Reviews on Shopee Online Purchasing Decisions. Journal of Trends Economics and Accounting Research, 4(3), 660–669. https://doi.org/10.47065/jtear.v4i3.1132
  5. Darin, R. (2024). Top 10 List of Best-Selling Products on Shopee 2024, Most Searched, accessed November 21, 2024, from https://jubelio.com/top-9-daftar-produk-terlaris-di-shopee-2024-paling-banyakdicari/:~:text=Pemula%20Tanpa%20Capital!,Daftar%20Produk%20Terlaris%20di%20Shopee%202024%2C%20Pilihan%20Terbaik,bisa%20kamu%20jual%20pada%20bisnismu
  6. Fathin, R. F., & Millanyani, H. (2021). Pengaruh Online Customer Review dan Rating terhadap Minat Beli pada Aplikasi Pemesanan Hotel Traveloka. Journal of Economic, Business and Accounting (costing). 4(5). 21-45. https://doi.org/10.24021/slsi.v21i2.4344
  7. Ghozali Imam, LH (2014). Partial Least Squares. Concepts, Techniques and Applications Using SmartPLS 3.0 Program (2nd Edition). Undip.
  8. J, Hair, Hult, R. (2021). Partial Least Squares Structural Equation Modeling (PLS-SEM). Journal of Management and Business. https://doi.org/https://doi.org/10.1007/978-3-030-80519-7
  9. Kusumah, EP (2023). Business Research Methods: Data Analysis Using SPSS and Smart-PLS. Deepublish.
  10. Kotler, & Keller. (2016). Marketing Management (15th ed.). Pearson Education Limited.
  11. Kotler, P., & Keller. (2009). Principles of Marketing (13th ed.). 5-177
  12. Kotler, & Keller. (2022). Marketing Management (16th ed.). Pearson Education Limited.
  13. Lestari Wiwit, Lukitaningsih Ambar, HHTL (2023). The Influence of Online Customer Reviews, Online Customer Ratings, and Price Consciousness on Purchasing Decisions: A Study of TikTok Shop Customers in Yogyakarta City. Journal of Economics, Finance, and Sharia Business, Volume 5 N, 2358–2368. https://doi.org/10.47467/alkharaj.v5i6.2306
  14. Listiani, AE, & Arifin, S. (2023). The Effect of Online Customer Reviews, Content Marketing, and Product Knowledge on Tokopedia E-Commerce Purchase Decisions (Empirical Study on Generation Z in Bangsri District). 126–137. https://doi.org/10.33603/ejpe.vI2i2.9524
  15. Maulana, A., Halim, H., Produk, K., & Membeli, K. (2024). The influence of discount prices and product quality on consumer purchasing decisions at Ardymart minimarkets in Palembang. 5(2), 3974–3980. https://doi.org/10.31004/cdj.v5i2.27442
  16. Martani, Nurlenawati N, TD (2024). The Influence of Online Customer Reviews and Online Customer Ratings on Purchase Interest in Fashion Products on the Shopee Platform (A Study of Management Students at Buana Perjuangan University, Karawang). Management Studies and Entrepreneurship Journal, Vol 4(6), 9373–9392. https://doi.org/doi.org/10.35188/costing.v7i27160
  17. Nabilah, M. (2023). Shopee Dominates Southeast Asia's E-Commerce Market in 2023, accessed November 22, 2024, from https://databoks.katadata.co.id/teknologi-telekomunikasi/statistik/shopee-dominasi-pasar-e-commerce-asia-tenggara-pada-2023
  18. Nyimpado, G. D., Marpaung, F. K., Almusahwir, M. A., Manajemen, P. S., Ekonomi, F., & Indonesia, U. P. (2024). Ambassador On Buying Interest In E-Commerce Shopee At Universitas https://doi.org/10.454376/jtear.v4i3.2231
  19. Pransiska, LA, Sumartik, S., & Sari, HMK (2024). The Role of Product Quality, Online Customer Reviews, and Customer Ratings in Beauty Product Purchase Decisions on TikTok Shop. Journal of Economic, Business and Accounting (COSTING), 7(2), 3619–3627. https://doi.org/10.31539/costing.v7i2.9055
  20. Pratiwi Ajeng RD, Saputra TH, HUH (2024). The Influence of Influencer Marketing, Viral Marketing, and Price Discounts on Purchasing Decisions on Shopee E-Commerce. MEA Scientific Journal (Management, Economics, and Accounting), Vol. 8 No. https://doi.org/doi.org/10.33744/costing.v7i2.9123
  21. Putri, L. C., & Vania, A. (2024). Keputusan Pembelian Produk Fashion di Tiktok Shop : Peran Gaya Hidup dan Diskon Harga. Jurnal Bisnis dan Komunikasi Digital. 2(1). 1-12. https://doi.org/10.47134/jbkd.v2i1.3383
  22. Rakhma, A. F., Pardiman., & Hatnenny (2021). The Effect of Product Knowledge, Brand Image, and Online Customer Reviews on Purchase Decisions in the Shopee Marketplace. Jurnal Elektronik Riset Manajemen. 10(4). 82-94. https://doi.org/10.32443/ejpe.vI2i2.2232
  23. Rahmawati Annisa, MBD (2022). The Influence of Celebrity Endorsers, Brand Image, Online Customer Reviews, and E-Trust on Purchasing Decisions on the Shopee Marketplace. Journal of Management and Business, Volume 4 N, 1030–1043. https://doi.org/10.47476/reslaj.v4i4.1055
  24. Suryadi Putri SL, Ramdan MA, JD (2024). Analysis of Online Customer Reviews and Online Customer Ratings on Purchasing Decisions with E-Trust as a Mediating Variable (On E-Commerce Users). Journal of Economic, Business and Accounting (COSTING) 7 4, 2597–5234. https://doi.org/doi.org/10.21436/costing.v7i2.9132
  25. Sugiyono. (2019). Quantitative, Qualitative, and R&D Research Methods (2nd ed.). Alfabeta.
  26. Toji, EM, & Sukati, I. (2024). The Influence of Online Customer Reviews, Brand Image, and Consumer Trust on Skintific Purchasing Decisions in TikTok Shop. Economics and Digital Business Review, 5(2), 675–688. https://doi.org/10.46745/jtear.v4i3.1688

Similar Articles

<< < 3 4 5 6 7 8 9 10 11 > >> 

You may also start an advanced similarity search for this article.