Assessing the Influence of Shopee Advertising and Campaigns on Local Shoe Purchase Decisions
DOI:
https://doi.org/10.55208/aj.v5i2.04Keywords:
Advertising, Campaign, Purchasing Decision, Online Shopping, MarketplaceAbstract
This thesis addresses the growing trend of online shopping systems, highlighting the convenience offered by online shops through communication technology. The main problem under investigation is the factors influencing purchasing decisions in this digital marketplace. The research focuses on a shoe retail company, which utilizes online platforms such as Shopee for product sales. The primary objective of this study is to assess how advertising and campaigns impact purchasing decisions. The chosen methodology is a quantitative approach, carried out within the context of at a shoe retail company, allowing for an empirical analysis of these influences. The results reveal that advertising has a significant impact on purchasing decisions, while campaigns also contribute meaningfully. The findings indicate that these two variables collectively account for a substantial influence on purchasing decisions, with additional unexamined factors having a smaller impact. This research contributes novelty by providing insights into the specific influence of advertising and campaigns within an online marketplace context. The implications of these findings suggest that at a shoe retail company should focus on enhancing these variables to optimize their marketing strategies and improve purchasing decisions.
References
Ashraf, A., Hameed, I., & Saeed, S. A. (2023). How do social media influencers inspire consumers' purchase decisions? The mediating role of parasocial relationships. International Journal of Consumer Studies, 47(4), 1416-1433.
Alsharif, A. H., Salleh, N. Z. M., Al-Zahrani, S. A., & Khraiwish, A. (2022). Consumer behaviour to be considered in advertising: A systematic analysis and future agenda. Behavioral Sciences, 12(12), 472.
Garg, P., Raj, R., Kumar, V., Singh, S., Pahuja, S., & Sehrawat, N. (2023). Elucidating the role of consumer decision making style on consumers’ purchase intention: The mediating role of emotional advertising using PLS-SEM. Journal of Economy and Technology, 1, 108-118.
Halkiopoulos, C., Antonopoulou, H., Gkintoni, E., & Aroutzidis, A. (2022, April). Neuromarketing as an indicator of cognitive consumer behavior in decision-making process of tourism destination—An overview. In Transcending Borders in Tourism Through Innovation and Cultural Heritage: 8th International Conference, IACuDiT, Hydra, Greece, 2021 (pp. 679-697). Cham: Springer International Publishing.
Hanaysha, J. R. (2022). Impact of social media marketing features on consumer's purchase decision in the fast-food industry: Brand trust as a mediator. International Journal of Information Management Data Insights, 2(2), 100102.
Hannan, S., Piramita, S., & Purba, J. H. V. (2023). A digital marketing strategy using social media marketing to increase consumer purchase decisions mediated by brand perception. Jurnal Aplikasi Manajemen, 21(3), 818-829.
Ho Nguyen, H., Nguyen-Viet, B., Hoang Nguyen, Y. T., & Hoang Le, T. (2022). Understanding online purchase intention: the mediating role of attitude towards advertising. Cogent Business & Management, 9(1), 2095950.
Hussain, A., Hooi Ting, D., Zaib Abbasi, A., & Rehman, U. (2023). Integrating the SOR model to examine purchase intention based on Instagram sponsored advertising. Journal of Promotion Management, 29(1), 77-105.
Pop, R. A., Săplăcan, Z., Dabija, D. C., & Alt, M. A. (2022). The impact of social media influencers on travel decisions: The role of trust in consumer decision journey. Current issues in Tourism, 25(5), 823-843.
Putra, G. D., Sidharta, I., Rusjiana, J., & Kadir, K. (2025). The Influence of Brand Image and Price on Purchasing Decisions: Study On One of The Red Ginger Companies in Bandung. Majalah Bisnis & IPTEK, 18(1), 11-22.
Rathee, S., & Milfeld, T. (2024). Sustainability advertising: literature review and framework for future research. International Journal of Advertising, 43(1), 7-35.
Rodgers, W., & Nguyen, T. (2022). Advertising benefits from ethical artificial intelligence algorithmic purchase decision pathways. Journal of business ethics, 178(4), 1043-1061.
Sesar, V., Martinčević, I., & Boguszewicz-Kreft, M. (2022). Relationship between advertising disclosure, influencer credibility and purchase intention. Journal of Risk and Financial Management, 15(7), 276.
Downloads
Additional Files
Published
Issue
Section
License
Copyright (c) 2026 Refi Adi Herdiansyah, Anton Tirta Komara, Kadir Kadir, Haris Nurdiansyah (Author)
This work is licensed under a Creative Commons Attribution-NonCommercial-ShareAlike 4.0 International License.
