The Influence of Seller Reputation, Online Customer Ratings, and Free Shipping Programs on Purchase Decisions on Lazada E-Commerce in Surabaya

Bimo Aji Pamungkas; Rizky Dermawan

doi:10.55927/eajmr.v4i11.464

Authors

Bimo Aji Pamungkas Veteran National Development University of East Java, Surabaya
Rizky Dermawan Veteran National Development University of East Java, Surabaya

DOI:

https://doi.org/10.55927/eajmr.v4i11.464

Keywords:

Seller Reputation, Online Customer Rating, Free Shipping Program, Purchase Decision, Lazada

Abstract

This study analyzes the influence of seller reputation, online customer ratings, and free shipping programs on purchase decisions in Lazada e-commerce in Surabaya. Using a quantitative survey of 120 respondents analyzed with Partial Least Square (PLS) through SmartPLS 3.0, the results show that all three variables positively and significantly affect purchase decisions. The R² value of 0.668 indicates they explain 66.8% of consumer decision variation. Seller reputation builds trust, customer ratings signal quality, and free shipping serves as a financial incentive. Strengthening these factors enhances digital trust and encourages online spending, contributing to the growth of Indonesia’s digital economy and regional development through increased e-commerce activity.

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