Dampak Advertising, Influencer, dan Ulasan Online terhadap Keputusan Pembelian Shopee di Jakarta Barat
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Abstract
This study aims to examine the effect of advertising attractiveness, influencer marketing and online customer reviews on the purchase decision of Shopee E-commerce users in West Jakarta. Researchers used 135 respondents who are active students of Tarumanagara University and Bina Nusantara University who shop using Shopee. The data were processed using SmartPLS 4 software with data analysis, such as validity and reliability tests; coefficient of determination; effect size; and bootstrap hypothesis testing. The results stated that advertising attractiveness, influencer marketing, and online customer reviews have a positive and significant effect on the purchase decision of E-commerce consumers in West Jakarta.
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