The Influence of Digital Marketing and Customer Reviews on Purchase Interest at the Megah Packing Store on Tokopedia

Een Ameliya; Aldila Rahma Putri

doi:10.63922/ijebir.v5i06.6476

Een Ameliya Management Study Program, Pamulang University
Aldila Rahma Putri Management Study Program, Pamulang University

DOI: https://doi.org/10.63922/ijebir.v5i06.6476

Keywords: Customer Reviews, Digital Marketing, Purchase Intention

Abstract

This study aims to analyze the effect of Digital Marketing and Customer Reviews on consumer Purchase Intention at Toko Megah Packing on Tokopedia, both partially and simultaneously, which is motivated by fluctuating sales as well as the suboptimal implementation of Digital Marketing strategies and the uneven distribution of Customer Reviews across products. The method used is quantitative associative with a sample of 77 respondents selected using purposive sampling technique from the population of Toko Megah Packing consumers on Tokopedia. The data were collected through a Likert-scale questionnaire and analyzed using classical assumption tests, multiple linear regression, correlation coefficient, coefficient of determination, t-test, and F-test with the assistance of SPSS version 27. The results show that Digital Marketing has a positive and significant partial effect on Purchase Intention, with a t-count of 4,294 > t-table of 1,993 and a significant value of 0.000 < 0.05, with a coefficient of determination 74.5%; Customer Review has a positive and significant partial effect on Purchase Intention, with a t-count of 2,100 > t-table of 1,993 and a significance value of 0.039 < 0.05, with a coefficient of determination of 70.0%; and Digital Marketing and Customer Review simultaneously have a positive and significant effect on Purchase Intention, with an F-count of 116.915 > F-table of 3.12 and a significant value of 0.000 < 0.05, with the regression equation Y = 4.347 + 0.668X₁+ 0.346X₂and a simultaneous coefficient of determination of 76.0%.

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