THE INFLUENCE OF PROMOTION, E-SERVICE QUALITY, AND ONLINE CUSTOMER REVIEWS ON PURCHASE DECISIONS OF BIGENMI.OFC PRODUCTS ON THE SHOPEE MARKETPLACE

Abstract

This study investigates the influence of Promotion, E-Service Quality, and Online Customer Review on the Purchase Decision of Bigenmi.ofc products on the Shopee marketplace. The research utilized a quantitative approach with a sample of 96 respondents and employed multiple linear regression for data analysis. The results revealed that all three independent variables had a significant positive effect on purchase decisions. Promotion emerged as the most dominant factor with a regression coefficient of 0.354, followed by Online Customer Review at 0.151, and E-Service Quality at 0.088. The F-test showed a significant simultaneous effect with an F-value of 11.993 (p < 0.001), while the coefficient of determination (R²) was 0.281, indicating that 28.1% of the variation in purchase decisions is explained by the model. These findings emphasize the strategic importance of targeted promotions and customer reviews in influencing consumer behavior, while digital service quality also plays a supporting role in enhancing consumer confidence and satisfaction