THE INFLUENCE OF ONLINE MARKETING, PRICES AND ONLINE CUSTOMER REVIEWS ON THE PURCHASE DECISION OF SAFARRY SANDALS ON LAZADA

Endang Dwi Amperawati; Nurjanah Nurjanah; Putri Alyani Fadhilah; Restu Mahesa Putra

Authors

Endang Dwi Amperawati Management, STIE Arlindo
Nurjanah Nurjanah Management, STIE Arlindo
Putri Alyani Fadhilah Management, STIE Arlindo
Restu Mahesa Putra Management, STIE Arlindo

Keywords:

Price, Lazada, online marketing, consumer reviews

Abstract

influence people's decisions to buy safari sandals on Lazada, Indonesia's largest e-commerce site.

Purpose: The purpose of this study is to find out how these three variables affect consumer purchasing decisions, especially when shopping online.

Design/methodology/approach: This study uses a quantitative method approach, with a sample of 100 consumers of Sandals Safari. The research analysis tool uses SPSS.

Findings/Result: Findings show that pricing influences consumers' decision to buy, with cheaper prices and internet marketing being the main attraction for a large number of consumers. In contrast, online customer reviews also have a significant influence; A positive rating increases the chances of making a purchase, whereas a negative rating lowers it.

Conclusion: this study has significant consequences for companies in the e-commerce industry because they emphasize the need to strike a balance between price competitiveness and offering high-quality goods and services to clients

Originality/value (State of the art): The findings of this study add to our understanding of how consumers behave in the digital age by uncovering the intricate relationships that exist between online marketing, costs, reviews, and user decisions made in online marketplaces

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