Musytari : Jurnal Manajemen, Akuntansi, dan Ekonomi

Vol. 25 No. 7 (2026): Musytari: Neraca Manajemen, Akuntansi, dan Ekonomi, ISSN 3025-9495
Articles

PENGARUH ULASAN PRODUK DAN DISKON TERHADAP KEPUTUSAN PEMBELIAN DI SHOPEE (SURVEI PADA PENGGUNA SHOPEE DI WILAYAH KARANGANYAR)

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  • Aditya Dwi Ramadhani,
  • Abdullah Faqih,
  • Diky Wahyu Saputro
Aditya Dwi Ramadhani
Universitas Slamet Riyadi
Abdullah Faqih
Universitas Slamet Riyadi
Diky Wahyu Saputro
Universitas Slamet Riyadi
DOI: https://doi.org/10.2238/g5ws2575

Published 2026-06-29

Keywords

  • Product Reviews,
  • Discount,
  • Purchase Decision

How to Cite

PENGARUH ULASAN PRODUK DAN DISKON TERHADAP KEPUTUSAN PEMBELIAN DI SHOPEE (SURVEI PADA PENGGUNA SHOPEE DI WILAYAH KARANGANYAR). (2026). Musytari : Jurnal Manajemen, Akuntansi, Dan Ekonomi, 25(7). https://doi.org/10.2238/g5ws2575

Abstract

This study aims to analyze the influence of product reviews and discounts on consumer purchasing decisions on the Shopee e-commerce platform. The increasing use of online shopping platforms in Indonesia has emphasized the importance of understanding the factors that influence consumer purchasing decisions. This study employed a quantitative approach with a survey technique involving 31 respondents who are active Shopee users in the Karanganyar area. Data were analyzed using validity tests, reliability tests, classical assumption tests, and multiple linear regression analysis. The results show that all statement items are declared valid and reliable. The classical assumption test results show that the regression model passes the normality, multicollinearity, heteroscedasticity, and autocorrelation tests. The multiple linear regression analysis shows that product reviews and discounts have a positive influence on purchase decisions. The t-test results show that product reviews have a significant effect on purchase decisions, and discounts also have a significant effect on purchase decisions. The F-test results show that the regression model used is appropriate. The coefficient of determination test results show that the contribution of the independent variables to the dependent variable is 47.2%, while the remaining 52.8% is influenced by other variables outside the model.
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