The Effect of Online Customer Review and Viral Marketing on Purchase Decisions on the Shopee Marketplace (A Study on PSDKU Touna Students)

Magfirah Lagandja

doi:10.59890/z6xm0830

Authors

Magfirah Lagandja Universitas Tadulako Author

DOI:

https://doi.org/10.59890/z6xm0830

Keywords:

Effect of Online, Customer Review and Viral Marketing, on Purchase Decisions

Abstract

The development of digital technology has changed consumer behavior, especially in making purchasing decisions through marketplaces such as Shopee. This study aims to determine the effect of Online Customer Review (OCR) and Viral Marketing on consumer purchasing decisions in the Shopee marketplace, with a study of active PSDKU Tojo Una-Una students at Tadulako University. The study used a quantitative approach with a survey method and multiple linear regression analysis. The sample was determined using the Slovin formula of 90 respondents from a total population of 879 students. The results of the study showed that simultaneously OCR and Viral Marketing had a significant effect on purchasing decisions, with an R Square value of 0.823, which means that 82.3% of the purchasing decision variables were explained by the two independent variables. Partially, OCR has a significant positive effect with a coefficient of 0.284 (sig. 0.006), while Viral Marketing shows a stronger effect with a coefficient of 0.622 (sig. 0.000). These findings emphasize the importance of digital marketing strategies in shaping consumer decisions, as well as providing practical implications for business actors in increasing the effectiveness of promotions in the digital era. Keywords: Online Customer Review, Viral Marketing, Purchase Decision, Shopee, Marketplace

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