The Influence of Price, Online Reviews, and Influencer Marketing on Purchase Decisions of Eatsambel Products on Shopee (Study on Students at the University of Bangka Belitung)

Deva Arizki (), Sumar Sumar, Christianingrum Christianingrum, Indah Noviyanti and Mustofa Tohari
Additional contact information
Deva Arizki: University of Bangka, Department of Management
Sumar Sumar: University of Bangka, Department of Management
Christianingrum Christianingrum: University of Bangka, Department of Management
Indah Noviyanti: University of Bangka, Department of Management
Mustofa Tohari: University of Bangka, Department of Management

A chapter in Proceedings of the 2nd International Conference of Economics, Management, Accounting, and Business Digital (ICEMAB 2025), 2025, pp 141-148 from Springer

Abstract: Abstract The growing use of mobile phones has accelerated consumers’ transition toward online purchasing. This study examines the influence of price, online reviews, and influencer marketing on purchase decisions for Eatsambel products on Shopee among students at the University of Bangka Belitung. A quantitative method was applied by distributing questionnaires to 110 respondents, and the data were analyzed using multiple linear regression. The results indicate that price has a positive yet insignificant effect on purchase decisions, while online reviews demonstrate a significant positive influence. Influencer marketing is identified as the most dominant factor. Simultaneously, the three variables significantly affect purchase decisions, accounting for 64% of the variance. These findings highlight the central role of influencer marketing supported by online reviews in shaping consumer purchasing behavior for Eatsambel products in the online marketplace.

Keywords: Price; Online Reviews; Influencer Marketing; Purchase Decisions; Shopee Marketplace (search for similar items in EconPapers)
Date: 2025
References: Add references at CitEc
Citations:

There are no downloads for this item, see the EconPapers FAQ for hints about obtaining it.

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:spr:advbcp:978-94-6463-974-2_21

Ordering information: This item can be ordered from
http://www.springer.com/9789464639742

DOI: 10.2991/978-94-6463-974-2_21

Access Statistics for this chapter

More chapters in Advances in Economics, Business and Management Research from Springer
Bibliographic data for series maintained by Sonal Shukla () and Springer Nature Abstracting and Indexing ().