The Influence of Product Quality, Online Reviews, and Discounts on Purchase Intention Shopee: A Case Study of Noribet

Abstract

The rapid growth of e-commerce in Indonesia has intensified competition among MSMEs, necessitating data-driven strategies to enhance online sales performance. Noribet, an Indonesian MSME specializing in seaweed-based products like crispy nori, faces challenges in optimizing its Shopee presence despite strong offline sales. This study aims to investigate the impact of product quality, online customer reviews, and price discounts on consumer purchase intention for Noribet on Shopee, providing actionable insights to improve its e-commerce marketing strategies. Employing a quantitative approach, this research targets Shopee users in Indonesia, with a sample of 342 respondents who have purchased or shown interest in seaweed-based products. Data were analyzed using Structural Equation Modeling (SEM) via SmartPLS, revealing that product quality, online reviews, and price discounts significantly influence purchase intention, with the regression model explaining 88.8% of the variance (R² = 0.888). The findings underscore the importance of these factors in driving digital sales and offer empirically supported recommendations for Noribet to prioritize quality, leverage positive reviews, and implement strategic discounts. This study contributes to the practical advancement of MSMEs by bridging academic research and real-world e-commerce applications, serving as a valuable reference for other SMEs seeking to optimize their Shopee marketing strategies.