From Scroll to Checkout: A Study of the Effect of Reviews, Price Discounts, and Shopping Experience on Digital Consumer Buying Behavior

Abstract

The growth of the internet in Indonesia has had a significant impact on various disciplines, particularly in the economic sector. Consumer habits have shifted from offline purchases to online purchases, or e-commerce, which is the practice of buying and selling goods via the internet. Before making an online purchase, consumers seek information through various means because online transactions increase the level of risk and uncertainty. The research method used was quantitative, with a sample of 100 respondents selected using a purposive sampling technique with the specified criteria: adolescents, both male and female, using the Shopee marketplace, and domiciled in Surabaya. Data were obtained through questionnaires and analyzed using multiple linear regression analysis with the help of the SPSS program. The results of the hypothesis test indicate that online customer reviews and price discounts have a positive and significant effect on purchasing decisions. Meanwhile, shopping experience indicates that these two factors play a significant role in influencing consumer purchasing decisions among adolescents in Purbalingga. Thus, these two factors can be the main factors in marketing strategies to attract consumers on e-commerce platforms.

Keywords: Online Customer Reviews, Price Discounts, Shopping Experience, Purchase Decisions