DOI of the published article https://doi.org/10.24905/permana.v17i3.1010
The Influence of Promotions, Online Customer Reviews and Trust on Purchasing Decisions on the Lazada Marketplace.
Pengaruh Promosi, Online Customer Review dan Kepercayaan Terhadap Keputusan Pembelian pada Marketplace Lazada.
DOI:
https://doi.org/10.21070/ups.9174Keywords:
Promotion, Online Customer Review, Trust, Purchasing DecisionAbstract
This study aims to analyze the influence of promotion, online customer reviews, and trust on consumer purchasing decisions on the Lazada marketplace. This study is motivated by the increasing activity of online transactions in Indonesia which requires business actors to understand the main determinants of consumer behavior. The method used is a quantitative approach with data collection through distributing questionnaires to 100 active Lazada user respondents. The data analysis technique uses Structural Equation Modeling (SEM) with the help of SmartPLS 4.0 software. The results of the study indicate that Promotion has a positive and significant effect on Purchasing Decisions, Online Customer Reviews have a positive and significant effect on Purchasing Decisions, Trust has a positive and significant effect on Purchasing Decisions
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