Abstract :
This study explores the influence of customer reviews and viral marketing on online purchasing decisions on the Shopee platform by consumers in Semarang City, while also examining the role of lifestyle as an intervening variable. The research methodology employed is explanatory research with a quantitative approach. The sample comprises 100 respondents selected through purposive sampling from the population of Shopee consumers in Semarang City. Data were collected through surveys using Likert scale questionnaires and analyzed using Structural Equation Modeling (SEM). The results of the analysis indicate that both customer reviews and viral marketing significantly affect online purchasing decisions. Furthermore, lifestyle also partially mediates this relationship. The managerial implications of this research underscore the importance of managing customer reviews and utilizing viral marketing to enhance Shopee's marketing strategies. The study supports the idea of developing more targeted and relevant marketing strategies based on a deep understanding of consumer behavior and preferences. For future research, it is recommended to expand the geographical scope of the sample and explore external factors that influence consumers' online purchasing decisions.
Keywords: Customer Reviews, Viral Marketing, Lifestyle, Online Purchasing Decisions