The influence of online promotion and customer reviews on fashion dress purchase decision: The mediating role of perceived value on the Shopee platform

Fluctuating sales volumes and continuous declines in purchase orders pose significant challenges to revenue performance in the highly competitive online fashion industry. Positioned within the digital retail sector, this research investigates how online promotions and customer reviews shape final purchase decisions, specifically emphasizing the mediating mechanism of customer perceived value. Employing a quantitative causal-associative design, data were collected via a structured questionnaire from 190 Shopee users in Bali, Indonesia, selected through purposive sampling based on their interaction with the fashion brand HS.Urban. Data analysis was performed using Partial Least Squares-Structural Equation Modeling (PLS-SEM). The empirical findings reveal that both digital promotions and online customer evaluations exert direct, statistically significant positive influences on customer perceived value and the ultimate purchase decision. Furthermore, perceived value directly and positively influences purchase decision. Crucially, the mediation analysis substantiates that customer perceived value serves as a complementary partial mediator, bridging the structural pathways from both digital promotional strategies and online customer reviews to the final purchase decision. These findings suggest that strategic digital promotions and credible peer evaluations generate strong psychological and cognitive appreciation, which ultimately drives final transactional checkouts. The findings of this study provide crucial theoretical implications and actionable operational frameworks that enable e-commerce practitioners to refine their digital conversion and relationship marketing strategies.