Decoding Consumer Choices: How Marketing Mix and Online Reviews Shape E-Commerce Purchasing Behavior
DOI:
https://doi.org/10.52627/managere.v8i3.2636Keywords:
Marketing Mix, Online Consumer Reviews , Purchasing DecisionsAbstract
This study examines the effects of the Marketing Mix and Online Consumer Reviews on purchasing decisions among consumers on e-commerce platforms, both individually and simultaneously. This study employed a quantitative explanatory research design to analyze the relationship between these variables. Data were collected through questionnaires using a five-point Likert scale from 77 students with prior experience purchasing products on Shopee. The collected data were analyzed using multiple linear regression, supported by validity, reliability, normality, multicollinearity, and heteroscedasticity tests, followed by partial t-tests, a simultaneous F-test, and coefficient of determination analysis. The findings indicate that the Marketing Mix has a positive and significant effect on purchasing decisions, demonstrating the importance of product quality, pricing strategies, promotions, and accessibility. Online Consumer Reviews also show a positive and significant influence, indicating that consumer-generated information plays an important role in reducing uncertainty and supporting purchase evaluation. Furthermore, both variables simultaneously contribute significantly to purchasing decisions. The study suggests that e-commerce sellers should strengthen marketing strategies and encourage credible consumer reviews to improve customer trust, decision-making, and competitive performance in online marketplaces.
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