Pengaruh Iklan Media Sosial dan Ulasan Produk terhadap Keputusan Pembelian Shopee di Solo Raya

Abstract

The purpose of this study is to examine how product reviews and social media advertising influence Shopee customers' purchasing decisions during Eid al-Fitr in Solo. An online survey with 00 respondents was used, using quantitative techniques. SPSS was used in the online data. Although product reviews have a positive and significant influence on purchasing decisions, social media advertising has a positive but negligible influence. Both variables account for 21% of the variation, with other factors influencing the remaining 21%, based on an adjusted R2 value of 0.210.

Keywords: Shopee, product reviews, social media advertising, and purchasing decisions