Pengaruh Promosi, Live Shopping, dan Online Customer Review Terhadap Keputusan Pembelian di Tokopedia

Abstract

This study aims to analyze the influence of promotion, live shopping, and online customer reviews on consumers’ purchasing decisions on Tokopedia. Data was collected through an online questionnaire involving 125 active Tokopedia users. The analytical techniques used include validity and reliability tests, multiple linear regression analysis, and hypothesis testing with the assistance of statistical software. The results indicate that promotion, live shopping, and online customer reviews have an effect on purchasing decisions. Simultaneously, these three variables contribute 50.1% to consumer purchasing decisions.