Abstract: Communication technology that is developing rapidly at this time presents an increasingly varied variety of communication so that today's communication knows no boundaries, distance, space and time. This is also caused by the development of the use of the internet continues to grow which is used as a lifestyle for people to meet their needs. One of the needs that massively use the internet is the activity of buying or shopping for goods or services online, electronic commerce, which is also called e-commerce is the use of communication networks and computers to carry out business processes. This study aims to determine whether the use of Social Media Marketing, Product Review and Brand Activation can influence consumer purchasing decisions on the Shopee Platform. The population in this study is the community in Denpasar City with the determination of the sample using purposive sampling. The data analysis technique used multiple linear regression data analysis techniques. The findings of this study are Social Media Marketing, Product Review and Brand Activation have a positive and significant impact on consumer purchasing decisions on the Shopee platform.
Keywords: Social Media Marketing, Product Review, Brand Activation.
Title: The Influence of Social Media Marketing, Product Reviews, and Brand Activation on Online Purchase Decisions at E-Commerce Platforms: (Case Study on Shopee Platform Customers in Denpasar)
Author: Ade Ruly Sumartini, IA Cynthia Saisaria Mandasari
International Journal of Management and Commerce Innovations
ISSN 2348-7585 (Online)
Vol. 10, Issue 1, April 2022 - September 2022
Page No: 471-476
Research Publish Journals
Website: www.researchpublish.com
Published Date: 06-September-2022
