THE EFFECT OF PROMOTION, ONLINE CUSTOMER REVIEW, AND ONLINE CUSTOMER RATING ON PURCHASE DECISIONS AT TOKOPEDIA IN BATAM

Abstract

As it is today, trading activities do not only occur offline but also online. The development of trading from offline to online occurs because of technological developments and internet access which is increasingly accessible to the public. This triggers competition between e-commerce provider companies, which of course requires companies to improve purchasing decisions for consumers. Promotion is one of the important things that must always be done by companies to keep their products relevant and increase consumer engagement, followed by reviews and ratings which are important in building consumer confidence in making purchases that are full of uncertainty. The research is of a quantitative type and was conducted on 100 samples of Tokopedia users, which were then processed using SPSS version 26. The results showed that there was a partial effect of promotions on purchasing decisions at Tokopedia in Batam, and there was a partial influence between online customer reviews on purchasing decisions at Tokopedia. in Batam. there is a partial influence between online customer ratings on purchasing decisions at Tokopedia in BatThe simultaneouseous influence of promotions, online customer reviews, and online customer ratings was found on purchasing decisions at Tokopedia in Batam.