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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)

In: Proceedings of the 2nd International Conference of Economics, Management, Accounting, and Business Digital (ICEMAB 2025)

Author

Listed:
  • 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)

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.

Suggested Citation

  • Deva Arizki & Sumar Sumar & Christianingrum Christianingrum & Indah Noviyanti & Mustofa Tohari, 2025. "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)," Advances in Economics, Business and Management Research, in: Mursyid Hasan Basri & Yanto Yanto (ed.), Proceedings of the 2nd International Conference of Economics, Management, Accounting, and Business Digital (ICEMAB 2025), pages 141-148, Springer.
    • Handle: RePEc:spr:advbcp:978-94-6463-974-2_21
    DOI: 10.2991/978-94-6463-974-2_21
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