Understanding Online Purchasing Behavior: The Role of Price, Promotion, and Product Reviews on The Shopee Platform

Abstract

This study examines how price, promotion, and product reviews influence purchasing decisions among Management Study Program students at Methodist University of Indonesia who use the Shopee platform. Using a quantitative approach, data was gathered through questionnaires distributed to 89 participants. Multiple linear regression analysis was employed to analyze the data. Results indicate that price and product reviews have positive and significant effects on purchasing decisions, while promotions show no significant impact. The combined effect of all three variables produces meaningful results with an R² coefficient of 0.607, suggesting that 60.7% of purchase decision variance can be explained by the model. These findings offer valuable insights for developing e-commerce strategies, particularly regarding pricing strategies and product review management to enhance consumer purchasing decisions.