scholarly journals The Effect Of Price, Transaction Security, Online Consumer Review, and Viral Marketing on Purchase Decision in E-Commerce Shopee

2021 ◽  
Vol 4 (2) ◽  
pp. 121-132
Author(s):  
Aulia Safira Sholichin ◽  
Wisnalmawati Wisnalmawati
Keyword(s):  
Viral Marketing ◽  
Purchase Decision ◽  
Decision Variable ◽  
Purchase Decisions ◽  
Consumer Reviews ◽  
Online Consumer Reviews ◽  
Consumer Review ◽  
Online Consumer ◽  
Transaction Security ◽  
Online Consumer Review

This study aims to determine the effect of price, transaction security, online consumer reviews, and viral marketing on purchase decisions in e-commerce shopee (a survey of students domiciled in Sleman). The sampling technique used in this study is accidental sampling, provided that 100 respondents have made a purchase in the e-commerce Shopee. The analysis technique used is multiple linear regression analysis. From the results of this study it is known that price, transaction security, online consumer reviews, and viral marketing together (simultaneously) have an effect on purchase decisions in e-commerce Shopee among students domiciled in Sleman at a significance level of 0.00 <0.05 and The Adj R square value is 65.9%, meaning that the variable price, transaction security, online consumer review, and viral marketing is able to explain 65.9% of the purchase decision variable and the remaining 34.1% or 0.341 is influenced by variables outside of this study. Then partially, the four variables consisting of price, transaction security, online consumer review.

scholarly journals Purchase Intention: Can Brand Awareness Mediates Online Consummer Reviews?

2021 ◽  
Vol 14 (2) ◽  
pp. 162-172
Author(s):  
Heni Susilowati ◽  
Titin Hargyatni
Keyword(s):  
Purchase Intention ◽  
Sampling Technique ◽  
Online Reviews ◽  
Brand Awareness ◽  
Primary Data ◽  
Consumer Reviews ◽  
Online Consumer Reviews ◽  
Consumer Review ◽  
Online Consumer ◽  
Online Consumer Review

This study aims to determine the effect of Online Consumer Review on Purchase Intention with Brand Awareness as an Intervening Variable at Shopee into STEKOM University’s students. The primary data was obtained by distributing questionnaires to buyers who have shopped at Shopee which consists of 23 questions. Samples of 130 respondents taken by random sampling technique. The analytical tool used in data processing uses Multiple Linear Regression with the help of SPSS version 25. The results show that Online Consumer Reviews ( Online Reviews on Website, Consistency of Online Reviews and Website Popularity) have a positive effect on brand awarensess at Shopee. Online Consumer Reviews (Online Reviews on Website, Online Consistency of Reviews and Popularity of Website) variables also have a positive and significant effect on Purchase Intention.  Meanwhile, the Brand Awareness variable is not able to mediate Online Consumer Reviews on Purchase Intentions at the Shopee shopping platform.  

scholarly journals Het geloof in online consumer reviews

2014 ◽  
Vol 88 (7/8) ◽  
pp. 292-300
Author(s):  
Liane Voerman
Keyword(s):  
Aanwezig Zijn ◽  
Consumer Reviews ◽  
Online Consumer Reviews ◽  
Consumer Review ◽  
Online Consumer ◽  
Online Consumer Review

In dit artikel wordt inzicht gegeven in de elementen die beïnvloeden of de ontvanger (de klant op zoek naar informatie over de dienstverlening) geloof hecht aan de zender (de klant die, op basis van zijn ervaring, een product en/of dienst beschrijft en deze wel of niet aanbeveelt) en de inhoud van een online consumer review (OCR). Op basis van experimentele onderzoeken blijkt dat het belonen van het plaatsen van een OCR, de argumentatie in de OCR, de vorm van de OCR en het aanwezig zijn van informatie over de identiteit van de zender bepalend zijn.

scholarly journals PENGARUH ONLINE CONSUMER REVIEW DAN VIRAL MARKETING TERHADAP KEPUTUSAN PEMBELIAN DENGAN CONSUMER TRUST SEBAGAI INTERVENING (STUDI PADA PENGGUNA INSTAGRAM DI 1 KECAMATAN KEBUMEN)

2019 ◽  
Vol 1 (1) ◽  
pp. 76-84
Author(s):  
Cucu Andita Widya ◽  
Sulis Riptiono
Keyword(s):  
Quantitative Method ◽  
Sampling Method ◽  
Viral Marketing ◽  
Consumer Trust ◽  
Purchasing Decisions ◽  
Consumer Review ◽  
The People ◽  
Online Consumer ◽  
Online Stores ◽  
Online Consumer Review

This study aims to determine the effect of online consumer review and viral marketing on purchasing decisions through consumer trust as an intervening variable. The population in this study is the people in Kebumen District who have made purchases at online stores via Instagram. The research sample of 100 people with a purposive sampling method. The method used in this research is quantitative method. Data analysis using path analysis with the SPSS 22 program. The results of this study indicate that online consumer review and viral marketing have a significant effect on consumer trust. Furthermore, online consumer review has no effect on purchasing decisions, while viral marketing and consumer trust have a significant effect on purchasing decisions.

scholarly journals Analisis Pengaruh Online Consumer Review, Warranty Product dan Brand Trust Terhadap Purchase Decision Smartphone Xiaomi di Kabupaten Kebumen

2020 ◽  
Vol 2 (2) ◽  
pp. 240-250
Author(s):  
Rezana Agustyan ◽  
Muhammad Baehaqi
Keyword(s):  
Purchase Decision ◽  
Brand Trust ◽  
Purposive Sampling ◽  
Consumer Review ◽  
Online Consumer ◽  
Online Consumer Review

Penelitian ini bertujuan untuk menganalisis pengaruh online consumer review, warranty product dan brand trust terhadap purchase decision pada konsumen smartphone Xiaomi di Kabupaten Kebumen. Variabel bebas dalam penelitian ini adalah online consumer review, warranty product dan brand trust, sedangkan variabel terikatnya adalah purchase decision. Teknik dalam pengumpulan data dengan kuesioner menggunakan metode purposive sampling, sampel dalam penelitian ini sebanyak 100 responden. Hipotesis diuji dengan bantuan progam SPSS 23.00 for windows. Metode yang digunakan dalam penelitian ini adalah metode analisis regresi berganda. Hasil pengujian koefisien determinasi menunjukkan bahwa nilai Adjusted R2 sebesar 0,554 artinya 55,4% variabel purchase decision dapat dipengaruhi oleh online consumer review, warranty dan brand trust dan 44,6% dipengaruhi variabel lain di luar model. Berdasarkan hasil analisis jalur dan uji t yang telah dilakukan dapat disimpulkan bahwa tingginya purchase decision dipengaruhi oleh online consumer review, warranty product dan brand trust.

scholarly journals Islamic Branding, Viral Marketing, Online Consumer Review, and Purchasing Decision: The Mediating Role of Purchase Intention

2021 ◽  
Vol 1 ◽  
pp. 323-337
Author(s):  
Ayu Wandira ◽  
Taifikur Rahman
Keyword(s):  
Purchase Intention ◽  
Quantitative Methods ◽  
Statistical Tests ◽  
Sampling Technique ◽  
Viral Marketing ◽  
Primary Data ◽  
Purchasing Decisions ◽  
Consumer Reviews ◽  
Online Consumer Reviews ◽  
Online Consumer

This study aims to determine the effect of Islamic branding, viral marketing, and online consumer reviews on purchasing decisions on e-commerce Shopee with purchase intention as an intervening variable. This study uses quantitative methods with primary data obtained through the distribution of questionnaires. The data collection technique used the purposive sampling technique with the number of respondents as many as 96 respondents. The data analysis used includes instrument tests, statistical tests, classical assumption tests, and path analyses. Based on the test results show (1) Islamic branding has a positive and significant effect on purchasing decisions. (2) Viral marketing has a positive and significant effect on purchasing decisions. (3) Online consumer reviews have a negative and insignificant effect on purchasing decisions. (4) Purchase intention has a positive and significant effect on purchasing decisions. (5) Purchase intention can mediate Islamic branding on purchasing decisions. (6) Purchase intention is not able to mediate viral marketing on purchasing decisions. (7) Purchase intention is not able to mediate online consumer reviews of purchasing decisions.

Negative online consumer reviews: effects of different responses

2015 ◽  
Vol 24 (1) ◽  
pp. 66-77 ◽  
Author(s):  
Sebastian Ullrich ◽  
Christian Boris Brunner
Keyword(s):  
Online Shopping ◽  
Outcome Variable ◽  
Brand Strength ◽  
Consumer Reviews ◽  
Content Type ◽  
Response Options ◽  
Online Consumer Reviews ◽  
Consumer Review ◽  
Online Consumer ◽  
Different Response

Purpose – This paper aims to investigate the effects of different response options to a negative consumer review. When consumers buy online, they are often confronted with consumer reviews. A negative consumer review on an online shopping website may keep consumers from buying the product. Therefore, negative online consumer reviews are a serious problem for brands. Design/methodology/approach – In an online experiment of 446 participants, different response options towards a negative consumer review on an online shopping website were examined. The experimental data were analysed with linear regression models using product purchase intentions as the outcome variable. Findings – The results indicate that a positive customer review counteracts a negative consumer review more effectively than a positive brand response, whereas brand strength moderates this relationship. Including a reference to an independent, trusted source in a brand or a customer response is only a limited strategy for increasing the effectiveness of a response. Research limitations/implications – Additional research on other product categories and with subjects other than students is suggested to validate the findings. In future research, multiple degrees of the phrasing’s strength of the reference could be used. Practical implications – Assuming high quality products, brands should encourage their customers to write reviews. Strong brands can also reassure consumers by responding, whereas weak brands cannot. Originality/value – This research contributes to the online consumer reviews literature with new insights about the role of brand strength and referencing to an independent, trusted source.

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