PENGARUH HARGA DAN ONLINE CONSUMER REVIEWS TERHADAP KEPUTUSAN PEMBELIAN (Survei Pada Konsumen Clothing Prung Terraces Wear Yang Melakukan Pembelian Melalui Marketplace Shopee)

ABSTRACT This research was conducted based on data on the increasing contribution of the creative industry sub-sector in the city of Bandung to GRDP in 2017 until 2019, which one the fashion creative industry has the largest contribution to GRDP but the percentage has decreased every year which makes types of businesses, especially clothing, have the least number of outlets compared to other types of businesses. other businesses in the city of Bandung and also Prung Terraces Wear clothing are at the lowest rank in the Shopee marketplace based on the number of sales, this happens because sales of Prung Terraces Wear clothing in the Shopee marketplace experience fluctuating sales. The fluctuating sales of Prung Terraces Wear clothing is due to the influence of price and online consumer reviews on purchasing decisions, either simultaneously or partially. This study uses a tool in the form of a questionnaire with validity and reliability tests. The research method used is descriptive and verification method with a total sample of 81 respondents. Testing of research instrument using the validity and reliability tests. The data analysis method used are multiple linear regression analysis, multiple correlation, coefficient of determination and using SPSS 22 tools. The results showed that there was a positive and significant influence between price and online consumer reviews on purchasing decisions. The magnitude of the influence of price and online consumer reviews on purchasing decisions amount to 52.8% and the remaining 47.2% was influenced by other variables not examined. Partially, the magnitude of the effect of price on purchasing decisions by 31.13% and the influence of online consumer reviews on purchasing decisions is 21.73%, so it can be concluded that price has the greatest influence on purchasing decisions. Keywords: Price, Online Consumer Reviews, Purchase Decisio