The Influence of Promotion, Online Customer Review, and Online Customer Rating on Purchasing Decisions in the Shopee Application Among Students in Pontianak City

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Quantitative analysis reveals significant impact of promotions and online reviews on students' purchasing decisions in Shopee.

Purchasing decisions are positively influenced by promotions, online customer reviews, and ratings, highlighting their importance.
The analysis showed an F value of 63.029 with a significance level of 0.000, indicating strong influence.
Data was collected through questionnaires answered by 200 Shopee app users, utilizing a quantitative methodology.
Findings emphasize the need for Shopee to improve customer reviews and promotional strategies to enhance user experience.

Parasdita et al. (2025) studied this question.

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