PENGARUH HARGA, PROMOSI DAN ONLINE CUSTOMER REVIEW TERHADAP KEPUTUSAN PEMBELIAN PRODUK FASHION DI ONLINE MARKETPLACE SHOPEE

Abstrak

This research aims to examine the influence of prices, promotions and online customer reviews on purchasing decisions for fashion products on the online marketplace Shopee. Case study of students at the Faculty of Economics and Business. The sampling technique used is purposive sampling, namely the population used is based on predetermined criteria to be used as a sample. The research sample consisted of 100 students from the Faculty of Economics and Business. The analytical tool used in this research is multiple linear regression. The results of this research show that Price has a positive and significant effect on decisions to purchase fashion products, Promotion has a positive and significant effect on decisions to purchase fashion products, and Online Customer Reviews has a positive and significant effect on decisions to purchase fashion products.

Keywords; Prices, Promotions, and Online Customer Reviews