Open AccessAnalysis of OCR’s Factor and Sales Promotion on E-commerce
Author(s) -
Nuruni Ika Kusuma Wardhani,
Wilma Cordelia Izaak,
Muhammad Ricki Yohanes
Publication year - 2021
Publication title -
journal of economics business and government challenges
Language(s) - English
Resource type - Journals
ISSN - 2614-4115
DOI - 10.33005/ebgc.v3i2.127
Subject(s) - sales promotion , business , marketing , purchasing , promotion (chess) , competition (biology) , advertising , sample (material) , e commerce , online and offline , sales management , computer science , ecology , chemistry , chromatography , politics , world wide web , political science , law , biology , operating system
Indonesia one of the country with the fastest e-commerce growth in 78% of the world, demanding an unavoidable tight e-commerce business competition, thus encouraging some e-commerce to increase promotion and assessment from customers to be more attractive. The convenience offered by e-commerce attracts consumers to move from offline shopping to online shopping. Many factors influence consumers to switch from offline to online shopping, one of it is online customer reviews and sales promotions. The purpose of this study was to determine the effect of online customer reviews and sales promotions on purchasing decisions at the Bukalapak marketplace. The sample of this study was 99 respondents who were measured using Partial Least Square (PLS) analysis. The results of this study indicate that online customer reviews and sales promotions have a positive and significant effect on buying decisions.
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