INFLUENCE OF POPULARITY LEVEL, PRODUCT REVIEWS AND PROMOTIONS ON CONSUMER PURCHASE INTEREST IN INDONESIAN E-COMMERCE IN JAKARTA

Abstract

Companies are striving to create a highly appealing and unique appearance and offer in order to become a consumer's first choice or reference for shopping. Because the competition is fierce and consumers' shopping habits are shifting from physical transactions to digital transactions, the company's approach must be suitable, inventive, and effective. The purpose of this study is to analyze the effect of popularity, review and promotion towards consumer purchase interest on Indonesian e-commerce in Jakarta. The method used in this study is by distributing questionnaires randomly to people who have done transactions on Indonesian e-commerce who reside in Jakarta. The questionnaire was given to 75 people who have done transactions on Indonesian e-commerce who reside in Jakarta, the analytical tolls used in  multiple linear regression, the results of this study indicate that: (1) there is an effect of reviews on popularity, (2) there is an effect of reviews on purchase interest, (3) there is an effect of product promotions purchase interest. From the results of hypothesis testing using the F test it can be concluded that there is a significant influence between Popularity (X1), reviews (X2), and promotions (X3) on purchase interest, together on purchase interest (Y) e-commerce

Keywords: Popularity, Review, Promotion, Consumer Purchase Interest and E- commerce.