Proceedings of the 2nd International Conference of Economics, Management, Accounting, and Business Digital (ICEMAB 2025)

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The Influence of Price, Online Reviews, and Influencer Marketing on Purchase Decisions of Eatsambel Products on Shopee (Study on Students at the University of Bangka Belitung)

Authors
Deva Arizki1, *, Sumar Sumar1, Christianingrum Christianingrum1, Indah Noviyanti1, Mustofa Tohari1
1Department of Management, University of Bangka, Belitung Province, 33172, Pangkalpinang, Indonesia
*Corresponding author. Email: devaarizki2000@gmail.com
Corresponding Author
Deva Arizki
Available Online 25 December 2025.
DOI
10.2991/978-94-6463-974-2_21How to use a DOI?
Keywords
Price; Online Reviews; Influencer Marketing; Purchase Decisions; Shopee Marketplace
Abstract

The growing use of mobile phones has accelerated consumers’ transition toward online purchasing. This study examines the influence of price, online reviews, and influencer marketing on purchase decisions for Eatsambel products on Shopee among students at the University of Bangka Belitung. A quantitative method was applied by distributing questionnaires to 110 respondents, and the data were analyzed using multiple linear regression. The results indicate that price has a positive yet insignificant effect on purchase decisions, while online reviews demonstrate a significant positive influence. Influencer marketing is identified as the most dominant factor. Simultaneously, the three variables significantly affect purchase decisions, accounting for 64% of the variance. These findings highlight the central role of influencer marketing supported by online reviews in shaping consumer purchasing behavior for Eatsambel products in the online marketplace.

Copyright
© 2025 The Author(s)
Open Access
Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

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Volume Title
Proceedings of the 2nd International Conference of Economics, Management, Accounting, and Business Digital (ICEMAB 2025)
Series
Advances in Economics, Business and Management Research
Publication Date
25 December 2025
ISBN
978-94-6463-974-2
ISSN
2352-5428
DOI
10.2991/978-94-6463-974-2_21How to use a DOI?
Copyright
© 2025 The Author(s)
Open Access
Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

Cite this article

risenwbib
TY  - CONF
AU  - Deva Arizki
AU  - Sumar Sumar
AU  - Christianingrum Christianingrum
AU  - Indah Noviyanti
AU  - Mustofa Tohari
PY  - 2025
DA  - 2025/12/25
TI  - The Influence of Price, Online Reviews, and Influencer Marketing on Purchase Decisions of Eatsambel Products on Shopee (Study on Students at the University of Bangka Belitung)
BT  - Proceedings of the 2nd International Conference of Economics, Management, Accounting, and Business Digital (ICEMAB 2025)
PB  - Atlantis Press
SP  - 141
EP  - 148
SN  - 2352-5428
UR  - https://doi.org/10.2991/978-94-6463-974-2_21
DO  - 10.2991/978-94-6463-974-2_21
ID  - Arizki2025
ER  -