The Effect of Online Customer Reviews and Affiliate Marketing on Impulsive Buying of Products in the Shopee Marketplace
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Published:
Aug 6, 2023
Keywords:
Customer Review, Affiliate marketing, Impulsive buying, marketplace
Section
Articles
Statistics Article
Article View : 1363 Times
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Abstract
This study aims to determine the influence online customer reviews and affiliate marketing against impulsive buying on products in the Shopee marketplace. This type of research is qualitative research, population and sample of this study amounted to 135 people have made purchases of products on Shopee. Data analysis techniques of this study using multiple regression analysis and hypothesis testing. The results of this study show that Online customer reviews have a positive and significant effect on Impulsive Buying on products in the Shopee Marketplace. At 0.799 this means that 79.9% of the variance in the value of impulsive buying on products in Shopee Marketplace is determined or explained by independent variables, namely online customer review and affiliate marketing, while the remaining 20.1% is influenced by other variables that are not studied in this study product promo, product quality and others.
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How to Cite
Amelia, R., Hou, A., Budiman, I., Tambunan, D., & Novirsar, E. (2023). The Effect of Online Customer Reviews and Affiliate Marketing on Impulsive Buying of Products in the Shopee Marketplace. ProBisnis : Jurnal Manajemen, 14(4), 1–8. https://doi.org/10.62398/probis.v14i4.230
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Amelia, R., & Ayani, S. (2020). Optimalisasi Membangun Brand Image Terhadap Customer Loyalty Melalui Customer Value Dan Customer Retention Sebagai Variabel Intervening. Ekonomi Bisnis, 26(1).
Andriyanti, E., & Farida, S. N. (2022). Pengaruh Viral Marketing Shopee Affiliate , Kualitas Produk , Dan Harga Terhadap Minat Beli Konsumen Shopee Indonesia ( Studi Pada. Forum Bisnis Dan Kewirausahaanjurnal Ilmiah Ekonomi Dan Bisnis Universitas Multi Data Palembang, 11(2), 228–241.
Benediktova, B., & Nevosad, L. (2008). Affiliate Marketing: Perspective Of Content Providers. Lulea University Of Technology.
Farki, A., Baihaqi, I., & Wibawa, M. (2016). Pengaruh Online Customer Review Rating Terhadap Kepercayaan Place Di Indonesia. 5(2).
Hermawan, A. (2012). Komunikasi Pemasaran. Erlangga.
Ishmah Azizah Dwi Putri, K. F. (2023). Pengaruh Influencer Dan Online Customer Review Terhadap Pembelian Impulsif Pada Produk Kosmetik Halal Di Tiktok Shop. Jurnal Ilmiah Edunomika, 7(1).
John C. Mowen, & Minor, M. (2002). Perilaku Konsumen (1st Ed). Erlangga.
Kembaren, N. C. B. S. (2023). Pengaruh Promosi Affiliate Marketing Tiktok Terhadap Keputusan Pembelian Di Masyarakat Kecamatan Delitua. Universitas Medan Area.
Khairani, R. D. V. N. J. B. E. Y. A. D. M. R. A. N. B. S. A. E. M. T. R. (2023). Pemasaran Bisnis Era Digital. Cv. Media Sains Indonesia.
Lestari, N. R. A. I. (2019). Dasar Pemasaran. In Dasar Pemasaran. Deepublish.
Marquerette, L. U., & Hamidah, S. F. (2023). The Impact Of Affiliate Marketing And Service Features On E-Commerce Consumers Buying Interest. Almana Jurnal Manajemen Dan Bisnis, 7(1).
Nasib, A. F. (2019). Konsep Intisari Strategi Pemasaran. Cv. Pena Persada.
Ningsih, E. S. P. (2019). Pengaruh Rating Dan Online Customer Review Terhadap Keputusan Pembelian Secara Online Pada Marketplace Shopee. Universitas Muhammadiyah Makassar.
Nirmalasari, & Amelia, R. (2020). The Role Of Job Satisfaction In The Effect Of Compensation On Employee Performance. International Journal Of Business Economics (Ijbe), 2(1), 52–59. Https://Doi.Org/10.30596/Ijbe.V2i1.5721
Novirsari, N. D. T. E. (2022). Perilaku Konsumen Dan Pemasaran Perguruan Tinggi Swasta. In Perilaku Konsumen Dan Pemasaran Perguruan Tinggi Swasta (Bll 1–158). Pena Persada. Http://Www.Surabaya.Go.Id/Dinamis/?Id=743
Shahjehan, A., Qureshi, J. A., Zeb, F., & Saifullah, K. (2012). The Effect Of Personality On Impulsive And Compulsive Buying Behaviors. African Journal Of Business Management, 6(6), 67–79.
Sugiyono. (2018). Metode Penelitian Kualitatif Dan Kuantitatif. Cv. Alfabeta.
Syaifullah, N. D. T. (2021). Perilaku Konsumen (Studi Dalam Pemilihan Perguruan Tinggi). In Perilaku Konsumen (Studi Dalam Pemilihan Perguruan Tinggi): Vol Maret. Nuta Media.
Thakur. (2018). Customer Engagement And Online Review. Journal Of Retailing And Consumer Services, 3(2), 48–59.
Xie, L., Chen, C. C., & Shinyi Wu. (2016). Online Consumer Review Factors Affecting The Offline Hotel Popularity: Evidence From Tripadvisor. Journal Of Travel & Tourism Marketing, 33(2), 211–223.