Analysis of the Effect of Price and Product Reviews on Online Purchase Decisions Through Shopee in the Midst of the Covid-19 Pandemic (A Case Study: Shopee Consumers in Banjarnegara Regency, Central Java)

Aisyah Aisyah, Atiyah Fitri, Fahmi Syahbudin


This study aims to determine the effect of price and product reviews on online purchasing decisions through Shopee during the Covid-19 pandemic in Banjarnegara Regency, Central Java. This study uses a quantitative approach. The data collection technique was conducted with a questionnaire. The number of samples in this study was 120 respondents using the purposive sampling method or with certain criteria, namely, the respondents are Shopee consumers who live in Banjarnegara Regency, Central Java, and have experience doing online transactions at Shopee at least 2 times since the outbreak of the Covid-19 pandemic in Indonesia. The data analysis technique used validity test, reliability test, multiple linear regression analysis and t-test (partial), and F test (simultaneous), and the coefficient of determination (R2). The data processing uses SPSS version 26.0. The results of this study indicate that prices and product reviews partially and simultaneously influence online purchasing decisions through Shopee during the Covid-19 pandemic in Banjarnegara Regency, Central Java.


price; product reviews; online purchasing decisions

Full Text:



Alodokter. (2020). Corona Virus. Alodokter.Com.

Andiani, F. (2019). The Influence of Price, Product Reviews, Ease, and Security on Online Purchase Decisions at Shopee E-Commerce on MBS IAIN Kudus Students. Thesis.

Constantinides, E., & Holleschovsky, NI (2016). Impact of online product reviews on purchasing decisions. International Conference on Web Information Systems and Technologies, 2, 271–278.

Fitria, TN (2017). Buying and Selling Business Online (Online Shop) in Islamic Law and State Law. Scientific Journal of Islamic Economics, 3(01), 52.

Hustie, I., & Greguree, I. (2015). The influence of price on customer's purchase decision. Central European Conference on Information and Intelligent Systems. utm_source=Direct&utm_medium=Homepage&utm_campaign=Index%20Pos%201

Kontan. (2020). These are Eight Negative Impacts for the Indonesian Economy Due to the Corona Virus Outbreak.

Kotler, P., & Armstrong, G. (2008). Principles of Marketing 12th edition vol 1. Erlangga.

Kotler, P., & Keller, KL (2009). Marketing Management Edition 13 Volume 1. Erlangga.

Lackermair, G., Kailer, D., & Kanmaz, K. (2013). Importance of online product reviews from a consumer's perspective. Advances in Economics and Business, 1(1), 1–5.

Makarim, dr. FR (2020). How long will the Corona pandemic last? This is the Expert's Estimate. Sampai-pandemi-akan-ini-para-

Melati, RS (2020). The Influence of Price and Online Consumer Review on the Decision to Purchase Mobile Cases in the Shopee Marketplace (Study of Surabaya Students). 8(2).

Mowen, JC, & Minor, M. (2002). Consumer behavior. Jakarta: Erlangga, 90.

Mubarok, J. (2017). Sale and Purchase Agreement. 1, 021, 294.

Muttaqin, A. (2010). E-Commerce Transactions in the Review of Islamic Buying and Selling Law. many-disclaimed-konsumen

Purnawirawan, N., De Pelsmacker, P., & Dens , N. (2012). Balance and Sequence in Online Reviews: How Perceived Usefulness Affects Attitudes and Intentions. Journal of Interactive Marketing, 26(4), 244–255.

Rahayu, H., Adi Sismanto, & Arianto, T. (2020). The Influence of Price, Product Reviews, Ease of Use, and Transaction Security on Online Purchase Decisions at Shopee. 2.

Rangkuti, F. (2002). Creating Effective Marketing Plans. Main Library Gramedia.

Santoso, G., & Triwijayati, A. (2018). STYLE OF Online Clothing Purchase Decision Making in Generation Z Indonesia.

Sudjatmika, FV (2017). The Influence of Price, Product Reviews, Convenience, and Security on Online Purchase Decisions at Agora, 5(1), 1–7.

Sugiarto. (2017). Business Research Methodology. ANDI.

Sugiyono. (2014). Research methods. Research Methods.

Sugiyono, PD (2017). Business Research Methods: Quantitative, Qualitative, Combination, and R&D Approaches. CV Publisher. Alphabeta: Bandung.

Sujarweni, VW (2015). Business & Economics Research Methodology. Yogyakarta: New library press.

Tanjung, JW (2004). Marketing Management, Approach To Customer Value. Second Edition. Banyumedia. Surabaya.

Zainul, N., Osman, F., & Mazlan, SH (2004). E-Commerce from an Islamic perspective. Electronic Commerce Research and Applications, 3(3), 280–293.

Article metrics

Abstract views : 2816 | views : 1351


  • There are currently no refbacks.

Copyright (c) 2021 Aisyah Aisyah, Atiyah Fitri, Fahmi Syahbudin

Creative Commons License
This work is licensed under a Creative Commons Attribution-NonCommercial-ShareAlike 4.0 International License.

Indexed By:

        BASE Logo     


AddressJl. Raya Bojongsari, Pondok Rangga, Kec. Sawangan, Kota Depok, Jawa Barat 16517, Indonesia