The Influence of Social Media Promotions and Online Customer Reviews on Purchasing Decisions on the Shopee Marketplace through Purchase Intention as a Mediating Variable (Study on Active Students of Diponegoro University)

The rapid development of the internet has triggered the birth of e-commerce which encourages people to make purchases online. Shopee is one of the largest e-commerce in Indonesia and even in Asia which promotes through social media and also utilizes online customer reviews as a way to attract consumers to make purchases. The purpose of this study is to determine the effect of social media promotions and online customer reviews on purchasing decisions through buying interest as a mediating variable. The number of samples taken was 211 respondents using a nonprobability sampling technique using a purposive sampling technique. Data collection was carried out using a physical questionnaire and also online. This type of research is explanatory research. This study used Smart PLS 4.0 for Windows software. The results of this study indicate that social media promotions and online customer reviews have a positive and significant impact on purchase decisions through purchase intention. These results support the theory of consumer behavior in decision-making process that includes problem recognition, information search, evaluation of alternatives, purchasing decisions, and post-purchase behavior. The limitations of the researcher are in the process of collecting data to obtain respondents with the criteria of users in this study. Suggestions for further research can be carried out in other agencies, cities, or regions and also for certain members of Shopee consumers to obtain more diverse results and update results in further research