THE INFLUENCE OF PRODUCTS, PROMOTIONS, AND CUSTOMER REVIEWS ON PURCHASE DECISIONS AT THE SHOPEE GANESA GRAFIKA TASIKMALAYA

PENGARUH PRODUK, PROMOSI DAN ULASAN PELANGGAN TERHADAP KEPUTUSAN PEMBELIAN PADA TOKO SHOPEE GANESA GRAFIKA TASIKMALAYA

Abstract

The growth of digital technology and internet penetration has shifted consumer shopping behavior from conventional to online, making e-commerce the main channel. Shopee, with 160.1 million monthly visits in March 2025, is the leading platform in Indonesia and supports MSMEs, including the digital printing sector, which grows 9–12% annually. However, intense competition makes it difficult for many MSMEs to sustain sales. Ganesa Grafika, a digital printing MSME on Shopee, faces stagnant sales despite high ratings and diverse products, showing the need for more effective marketing strategies. This study aims to analyze the influence of product, promotion, and customer reviews on purchasing decisions at Shopee Ganesa Grafika Tasikmalaya. The research applied a descriptive-verificative method with a quantitative approach. A total of 87 respondents were selected using Slovin’s formula, and data were analyzed with multiple linear regression through SPSS 26. Results indicate that product (B = 0.565; Sig. = 0.000) and promotion (B = 0.449; Sig. = 0.002) significantly and positively affect purchasing decisions, while customer reviews (B = -0.280; Sig. = 0.013) significantly and negatively affect them. The coefficient of determination (R²) of 0.460 shows that 46% of purchasing decision variation is explained by these variables. The study highlights the importance of product quality, consistent digital promotion, and effective review management to strengthen MSME competitiveness in e-commerce.