Impact of Online Customer Reviews and Promotions on Customer Retention of Cosmetics in Shopee Mall through Purchase Decisions
DOI:
https://doi.org/10.37638/bima.6.1.77-92Keywords:
Online Customer Review, Promotion, Customer Retention, and Purchase DecisionAbstract
Purpose: This study aims to analyze the impact of online reviews and promotions on customer retention of cosmetic products among students at the Faculty of Economics and Business, Universitas Bandar Lampung (FEB UBL), in the context of direct shopping on Shopee Mall. Methodology: A quantitative research method was used, with primary data collected through an online questionnaire distributed to 280 randomly selected respondents from a population of 936 students. The data were analyzed using Partial Least Squares Structural Equation Modeling (PLS-SEM) with SmartPLS 4. Results: The results show that both online reviews and promotions significantly influence purchase decisions. However, customer retention is only directly affected by promotions and purchase decisions, while online reviews indirectly influence retention through purchase decisions. Findings: The study highlights that promotions play a more significant role in customer retention than online reviews, which only indirectly affect retention through their impact on purchase decisions. Novelty: This research contributes to digital marketing literature by focusing on the cosmetics industry and the role of online reviews and promotions in customer retention, particularly in an e-commerce context. Originality: The study is original in its focus on the cosmetics industry, particularly in relation to e-commerce platforms like Shopee Mall. Conclusions: The study recommends that businesses prioritize effective promotional strategies and ensure a positive shopping experience to enhance customer retention. Type of Paper: Empirical research paper.
References
Ajzen, I. (2020). The theory of planned behavior: Frequently asked questions. Human Behavior and Emerging Technologies, 2(4), 314-324. https://doi.org/10.1002/hbe2.195
Amruddin, Priyanda, R., Agustina, T. S., Ariantini, N. S., Rusmayani, N. G. A. L., Aslindar, D. A., Ningsih, K. P., Wulandari, S., Putranto, P.,
Yuniati, I., Untari, I., Mujiani, S., & Wicaksono, D. (2022). Metodologi Penelitian Kuantitatif. PRADINA PUSTAKA.
Apriani, S., & Bahrun, K. (2023). Pengaruh Citra Merek Dan Kualitas Produk Terhadap Keputusan Pembelian Kosmetik Merek Maybelline. DEVELOP : Jurnal Ekonomi Pembangunan, 4(1), 46–54. https://doi.org/10.53990/develop.v4i1.195
Arief, M., Mustikowati, R. I., & Chrismardani, Y. (2023). Why customers buy an online product? The effects of advertising attractiveness, influencer marketing and online customer reviews. LBS Journal of Management & Research, 21(1), 81–99.
https://doi.org/10.1108/lbsjmr-09-2022-0052
Ascarza, E., Neslin, S., Gupta, S., Lemmens, A., Libai, B., Provost, F., & Schrift, R. Y. (2015). In Pursuit of Enhanced Customer Retention Management. Review, Key Issues, and Future Directions. Customer Needs and Solutions, 5, 65–81. https://doi.org/10.2139/ssrn.2903548
Barusman, A. R. P. (2019). The Impact of 7p’s (Marketing Mix) on Student Parents’ Decision at School for Disable Students with Special Needs. Journal of Business and Management, 21(5), 22–28. https://doi.org/10.9790/487X-2105022228
Barusman, A. R. P., & Rulian, E. P. (2019). The Antecedent of Customer Satisfaction and Its Impact on Customer Retention in Tourism as Hospitality Industry Andala Rama Putra Barusman. International Journal of Advanced Science and Technology Vol., 28(8), 322–330.
Barusman, A. R. P., & Rulian, E. P. (2020). Customer Satisfaction and Retention and its impact on Turism in Hotel Industry. UtopÃa y Praxis Latinoamericana, 25(1), 117–126.
Bo, L., Chen, Y., & Yang, X. (2023). The Impact of Contradictory Online Reviews on Consumer Online Purchase Decision: Experimental Evidence From China. SAGE Open, 13(2), 1–18. https://doi.org/10.1177/21582440231180107
Chung, K. C. (2020). Green marketing orientation: achieving sustainable development in green hotel management. Journal of Hospitality Marketing and Management, 29(6), 722–738. https://doi.org/10.1080/19368623.2020.1693471
Dachi, A. (2020). Inovasi Produk terhadap Keputusan Pembelian dan dampaknya terhadap loyalitas pelanggan: Studi Pengguna Mobil Toyota Calya di Kota Bogor dan Bekasi. JSHP: Jurnal Sosial Humaniora Dan Pendidikan, 4(2), 120-129.
Fikri, I., Sari, L., Susanti, D., Bayu, F., & Putra, A. R. (2023). The Influence of Promotion and Development of Tourist Attractions on Local Revenue Kabupaten Pesisir Barat. J.Administration, 1(1), 43–57.
Gabriela, Yoshua, & Mulyadi, M. R. (2022). Pengaruh Online Customer Review Dan Online Customer Rating Terhadap Minat Beli Pelanggan E-Commerce. Jurnal Ekonomi Manajemen Pariwisata Dan Perhotelan, 1(1), 121–125.
Guo, J., Wang, X., & Wu, Y. (2020). Positive emotion bias: Role of emotional content from online customer reviews in purchase decisions. Journal of Retailing and Consumer Services, 52(October 2018). https://doi.org/10.1016/j.jretconser.2019.101891
Kankam, G. (2022). Setting the Future After the COVID-19 Pandemic Through Digital Marketing Platforms and Purchasing Decisions: Evidence from Ghana. Vision, 1–12. https://doi.org/10.1177/09722629221101158
Katadata. (2024, Februari 20). Shopee, e-Commerce yang paling diandalkan Gen Z dan Milenial Indonesia. Databoks Katadata. https://databoks.katadata.co.id/teknologi-telekomunikasi/statistik/887c3d33f84f194/shopee-e-commerce-yang-paling-diandalkan-gen-z-dan-milenial-indonesia
Kotler, P., & Keller, K. L. (2016). Marketing management (15th ed.). Pearson
Larasati, S. F., Safitri, U. R., & Rahayu, L. P. (2021). Pengaruh Kualitas Produk, Promosi Dan Potongan Harga Terdadap Keputusan Pembelian Produk Wardah Kosmetik (Studi Kasus Pada Keputusan Pembelian Produk Wardah Kosmetik Di Toko Eviaa Cosmetik Kartasura). Ekobis: Jurnal Ilmu Manajemen dan Akuntansi, 9(2), 184-193.
Lestari, N., & Patrikha, F. D. (2022). Pengaruh Harga Dan Customer Review Terhadap Keputusan Pembelian Produk Fashion Wanita Di Online Marketplace (Studi Kasus Pada Konsumen Di Surabaya). Jurnal Pendidikan Tata Niaga (JPTN), 10(1), 1635–1642. https://doi.org/10.26740/jptn.v10n1.p1635-1642
Mustika, D., & Farid, F. (2022). Pengaruh Social Media Marketing Dan Store Environment Terhadap Customer Retention Yang Dimediasi Oleh Perceived Value Pada …. Jurnal Ilmiah Mahasiswa Ekonomi …, 7(2), 334–346. http://www.jim.unsyiah.ac.id/EKM/article/view/19519
Nurliyanti, N., Anestesia Arnis Susanti, & Baruna Hadibrata. (2022). Pengaruh Harga, Promosi Dan Brand Image Terhadap Keputusan Pembelian (Literature Review Strategi Marketing Manajement). Jurnal Ilmu Hukum, Humaniora Dan Politik, 2(2), 224–232. https://doi.org/10.38035/jihhp.v2i2.982
Perera, H. N., & Fahimnia, B. (2024). Multi-period ordering decisions in the presence of retail promotions. European Journal of Operational Research, 319(3), 763–776. https://doi.org/10.1016/j.ejor.2024.07.009
Pratiwi, H., Yuliyana, W., Komalasari, Y., & Maulyan, F. F. (2022). Pengaruh Sales Promotion dan Personal Selling Terhadap Customer Retention Pengguna Indihome. Jurnal Sains Manajemen, 4(2), 2685–6972.
Putri, V. A., Prabowo, H., & Setyorini, N. (2024). Pengaruh Kualitas Produk Dan Costumer Review Terhadap Keputusan Pembelian Di Lazada. Jurnal Ilmiah Manajemen, Bisnis dan Kewirausahaan, 4(1), 39-50.
Qadafi, M. A., Latief, F., & Mariah, M. (2023). Pengaruh E-Promotion Dan Video Content Terhadap Minat Beli Pada Tiktok Shop Melalui Costumer Trust Sebagai Variabel Intervening. Jurnal Bisnis Dan Kewirausahaan, 12(3), 289–303. https://doi.org/10.37476/jbk.v12i3.4109
Ramadhany, N. N., & Isikomah, K. (2024). Pengaruh Brand Image, Kualitas Produk, dan Online Customer Review Terhadap Keputusan Pembelian Produk Wardah. Trending: Jurnal Manajemen dan Ekonomi, 2(4), 202-212.
Seliana Sela, Fitriani Lili Karmela, & Rois Tatang. (2023). Analisis Pengaruh Customer Review Dan Kepercayaan Pelanggan Terhadap Loyalitas Pelanggan Melalui Kepuasan Pelanggan Sebagai Variabel Intervening. Jurnal Ekonomi Akuntansi Dan Manajemen, 3(2).
Sugiyono. (2013). Metode Penelitian Kuantitatif, Kualitatif, dan R&D. Bandung: Alfabeta.
Taharu, R. V., Barusman, A. R. P., & Saptarini, V. (2019). Pengaruh e-Wom dan Review Produk pada Market Place Shopee Terhadap Keputusan Pembelian Pakaian Jadi Di Bandar. Jurnal Visionist, 6(1), 131–143.
Vasan, M. (2021). Impact of promotional marketing using Web 2.0 tools on purchase decision of Gen Z. Materials Today: Proceedings, 81(2), 273–276. https://doi.org/10.1016/j.matpr.2021.03.188
Wulandari, E., & Sujono, I. (2024). PENGARUH BRAND IMAGE DAN PROMOSI TERHADAP KEPUTUSAN PEMBELIAN PRODUK HANASUI PADA MAHASISWI UNIVERSITAS BHINNEKA PGRI. UTILITY: Jurnal Ilmiah Pendidikan dan Ekonomi, 8(02), 227-238.
Downloads
Published
Issue
Section
License
An author who publishes in the BIMA JOURNAL: Business, Management, and Accounting Journal agrees to the following terms:
Author retains the copyright and grants the journal the right of first publication of the work simultaneously licensed under the Creative Commons Attribution-ShareAlike 4.0 License that allows others to share the work with an acknowledgement of the work's authorship and initial publication in this journal
Submission of a manuscript implies that the submitted work has not been published before (except as part of a thesis or report, or abstract); that it is not under consideration for publication elsewhere; that its publication has been approved by all co-authors. If and when the manuscript is accepted for publication, the author(s) still hold the copyright and retain publishing rights without restrictions. For the new invention, authors are suggested to manage its patent before published. The license type is CC-BY-SA 4.0.
BIMA JOURNAL: Business, Management and Accounting is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.
You are free to:
Share — copy and redistribute the material in any medium or format
Adapt — remix, transform, and build upon the material
for any purpose, even commercially.
The licensor cannot revoke these freedoms as long as you follow the license terms.
Under the following terms:
Attribution — You must give appropriate credit, provide a link to the license, and indicate if changes were made. You may do so in any reasonable manner, but not in any way that suggests the licensor endorses you or your use.
ShareAlike — If you remix, transform, or build upon the material, you must distribute your contributions under the same license as the original.
- No additional restrictions — You may not apply legal terms or technological measures that legally restrict others from doing anything the license permits.
Notices:
- You do not have to comply with the license for elements of the material in the public domain or where your use is permitted by an applicable exception or limitation.
- No warranties are given. The license may not give you all of the permissions necessary for your intended use. For example, other rights such as publicity, privacy, or moral rights may limit how you use the material.
