Online Promotion Strategy and the Role of Customer Reviews on Purchasing Decisions in E-Commerce
Keywords:
Online Promotion Strategy, Customer Review, Purchase DecisionAbstract
The purpose of this study is to analyze Online Promotion Strategy and the Role of Customer Reviews on Purchasing Decisions in E-Commerce. Literature review is used as the method of this study. to collect, analyze, and summarize previous research on the topic. The results of the literature review analysis indicate that Online Promotion Strategy partially has a significant effect on purchasing decisions in E-Commerce; Customer Reviews partially have a significant effect on purchasing decisions in E-Commerce; Simultaneously Online Promotion Strategy and Customer Reviews have a significant effect on purchasing decisions in E-Commerce
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