Price Brand Image and Sales Ratings Drive Shopee Purchasing Decisions

DOI

10.2991/978-2-38476-589-8_19How to use a DOI?

Keywords

Price perception; Brand image; Sales ratings; Online purchasing decisions; Shopee marketplace

Abstract

General Background: Technological advancements in the digital era have transformed consumer behavior, particularly in online buying and selling activities through e-commerce platforms. Specific Background: Shopee has become one of the most widely used marketplaces in Indonesia, providing a platform for businesses such as Toko Emas Gadjah to reach consumers and facilitate online purchasing decisions. Knowledge Gap: However, there is limited empirical understanding of how key marketing factors such as price, brand image, and sales ratings are associated with purchasing decisions within this marketplace context. Aims: This study aims to examine the relationship between price, brand image, and sales ratings on online purchasing decisions in the Shopee marketplace, specifically at Toko Emas Gadjah. Results: Using a quantitative method with a descriptive analysis approach, data were collected from 96 Shopee users selected through probability sampling with a simple random sampling technique, providing an empirical basis to analyze the variables under study. Novelty: This study focuses on the combined examination of price, brand image, and sales ratings within a specific marketplace setting, offering a contextual perspective on online purchasing behavior. Implications: The findings provide a reference for marketplace sellers to consider key consumer-related factors in shaping strategies for online purchasing decisions within e-commerce platforms.

Copyright

© 2026 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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TY  - CONF
AU  - Yuriza Rahayu Irawan
AU  - Ede Ramadhin Setyawanatra
AU  - Farochah Farochah
AU  - Imelda Dian Rahmawati
PY  - 2026
DA  - 2026/06/18
TI  - Price Brand Image and Sales Ratings Drive Shopee Purchasing Decisions
BT  - Proceedings of the 1st International Conference on Communication and Digital Multimedia 2025 (ICCDM 2025)
PB  - Atlantis Press
SP  - 234
EP  - 244
SN  - 2352-5398
UR  - https://doi.org/10.2991/978-2-38476-589-8_19
DO  - 10.2991/978-2-38476-589-8_19
ID  - Irawan2026
ER  -