The Effect of Discounts, Online Customer Ratings, and Online Customer Reviews on Consumer Purchase Intention in The Shopee Marketplace

Sumiati; Andi Muhammad  Irwan; Nur Fadilah Ayu  Sandira; Rostina

doi:10.63288/jemtech.v1i1.5

Section

Articles

Issue

Vol. 1, No. 1, (2025)

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Published

2025-04-30

Article DOI

https://doi.org/10.63288/jemtech.v1i1.5

Keywords

Discounts Online Customer Ratings Online Customer Reviews Purchase Interest

Sumiati¹

Accounting Study Program, STIE Makassar Maju

Andi Muhammad Irwan²

Accounting Study Program, STIE Makassar Maju

Nur Fadilah Ayu Sandira³

Faculty of Economics, Universitas Negeri Makassar

Rostina⁴

Universitas Negeri Makassar

Abstract

Objectives – This study aims to examine and analyze the influence of discounts on consumer purchase intention, The influence of online customer ratings on consumer purchase intention, The influence of online customer reviews on consumer purchase intention, and The simultaneous influence of discounts, online customer ratings, and online customer reviews on consumer purchase intention on the Shopee marketplace.

Methods/Approach – The sampling technique used in this study is probability sampling, specifically through the purposive sampling method.

The Results - discounts (X1) have a positive and significant effect on buying interest (Y), online customer ratings (X2) have a positive and significant effect on buying interest (Y), online customer reviews (X3) have a positive and significant effect on buying interest (Y), and discounts, online customer ratings, online customer reviews simultaneously have a significant effect on purchasing interest.

How to Cite

Sumiati, Irwan, A. M. ., Sandira, N. F. A. ., & Rostina. (2025). The Effect of Discounts, Online Customer Ratings, and Online Customer Reviews on Consumer Purchase Intention in The Shopee Marketplace. Journal of Economics and Management Technologies, 1(1), 40-55. https://doi.org/10.63288/jemtech.v1i1.5

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