Pengaruh Online Customer Review, Rating dan Kepercayaan Terhadap Keputusan Pembelian Secara Online pada Marketplace Shopee

This study aims to analyze the influence of Online Customer Reviews, Ratings and Trust on Purchase Decisions in the Shopee Marketplace. This research is a quantitative research. The population in this study are students of the Muhammadiyah University of Surakarta. The number of samples in this study was 100 respondents, the data collection method used non-probability sampling with purposive sampling type where the researcher determined the sampling by providing special criteria. Methods of data collection using a questionnaire. Data analysis techniques in this study are validity test, reliability test, normality test, multicollinearity test, heteroscedasticity test, multiple linear regression coefficient test, coefficient of determination test (R2), simultaneous significance test (F test), and partial hypothesis test (t tests). ). The results of this study indicate that Online Customer Reviews, Ratings and Trust have a partial effect on online purchasing decisions. As well as Online Customer Reviews, Ratings and Trust simultaneously or together on online purchasing decisions