THE INFLUENCE OF E-MARKETING, PRODUCT REVIEWS AND PRODUCT QUALITY ON ONLINE PURCHASE DECISIONS OF TARITALI MACRAME PRODUCTS AT SHOPEE MARKETPLACE

  • Eka purwanto universitas mercu Buana yogyakarta
  • Audita Nuvriasari Universitas Mercubuana Yogyakarta
DOI: https://doi.org/10.30738/ed_en.v6i2.3645

Abstract

This study aims to analyze the effect of e-marketing, product reviews, and product quality on online purchasing decisions for Taritali Macrame products on the Shopee marketplace. This research was conducted with a quantitative approach. Primary data collection was carried out by distributing questionnaires to a sample of 100 respondents who were at least 17 years old, purchasing Taritali Macrame products online at the Shopee marketplace, and purchasing Taritali Macrame products online at the Shopee marketplace for the past 1 year during which this research was conducted. The results of the study show that e-marketing and product reviews have a significant effect on online purchasing decisions. Meanwhile, product quality has no significant effect on online purchasing decisions.

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Published
2023-01-29
How to Cite
PURWANTO, Eka; NUVRIASARI, Audita. THE INFLUENCE OF E-MARKETING, PRODUCT REVIEWS AND PRODUCT QUALITY ON ONLINE PURCHASE DECISIONS OF TARITALI MACRAME PRODUCTS AT SHOPEE MARKETPLACE. JURNAL EKOBIS DEWANTARA, [S.l.], v. 6, n. 2, p. 547-559, jan. 2023. ISSN 2656-4149. Available at: <https://jurnalfe.ustjogja.ac.id/index.php/ekobis/article/view/3645>. Date accessed: 12 july 2025. doi: https://doi.org/10.30738/ed_en.v6i2.3645.
Citation Formats
Issue
Vol 6 No 2 (2023): JURNAL EKOBIS DEWANTARA
Section
Articles
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This work is licensed under a Creative Commons Attribution-NonCommercial-ShareAlike 4.0 International License.

Creative Commons License
This work is licensed under a Creative Commons Attribution-NonCommercial-ShareAlike 4.0 International License.