The Influence of Online Customer Reviews, Prices, and Sales Promotions on Buying Interests in the Tokopedia Marketplace

The Journal of Management, Digital Business, and Entrepreneurship Pub Date : 2023-02-19 DOI:10.58857/jmdbe.2023.v01.i01.p04

Hartawati, Jessica Wiraatmaja, Jeffrie, Anny Nurbasari

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引用次数: 0

Abstract

In early 2020, Indonesia was affected by the COVID-19 Pandemic; this increased the habits of Indonesian people shopping online through marketplaces such as Tokopedia, Shopee, Lazada and so on. Marketplaces are competing to provide attractive offers during the Pandemic. The value of shopping transactions at Shopee is 40%, Tokopedia is 30%, and Lazada is 16%. It is known that Shopee is the most popular marketplace for Indonesians at the peak of Harbolnas 2021 compared to Tokopedia. This study aims to determine the effect of online customer reviews, prices and sales promotions on purchase intention at Tokopedia. The population of this research is Tokopedia users in Indonesia, with a total sample of 174 respondents. The method used is quantitative, and the data is processed using SmartPLS 3.2.9 software. The results of this study indicate that the OCR variable, price and sales promotion have a positive effect on purchase intention. The independent variable that has the most dominant influence on the dependent variable of purchase intention is the online customer review factor.

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在线客户评论、价格和促销对Tokopedia市场购买兴趣的影响

2020年初，印度尼西亚受到COVID-19大流行的影响;这增加了印尼人通过Tokopedia、Shopee、Lazada等平台进行网上购物的习惯。大流行期间，市场竞相提供有吸引力的优惠。Shopee的购物交易额为40%，Tokopedia为30%，Lazada为16%。众所周知，与Tokopedia相比，Shopee是2021年印尼狂欢节高峰期最受印尼人欢迎的市场。本研究旨在确定在线顾客评论、价格和促销对Tokopedia购买意愿的影响。本研究的人群是印度尼西亚的Tokopedia用户，共有174名受访者。采用定量分析方法，数据处理采用SmartPLS 3.2.9软件。本研究结果表明，OCR变量、价格和促销对购买意愿有正向影响。对购买意愿因变量影响最大的自变量是在线顾客评论因素。

本文章由计算机程序翻译，如有差异，请以英文原文为准。

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The Journal of Management, Digital Business, and Entrepreneurship

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