Pengaruh Viral Marketing, Online Consumer Reviews, Dan Harga Terhadap Keputusan Pembelian Shopee (Studi pada Mahasiswa Jurusan Manajemen Fakultas Ekonomi dan Bisnis Universitas Islam Malang )

Abstract This research was conducted to determine the effect of Viral Marketing, Online Consumer Reviews and Prices on Purchase Decisions in Management Department Students, Faculty of Economics and Business, Islamic University of Malang. This research uses descriptive with quantitative approach method. By using purposive sampling obtained a number of 85 respondents. The data analysis used in this research is validity test, reliability test, normality test, classical assumption test, multiple linear regression test, hypothesis test and analysis of the coefficient of determination with the help of SPSS 16.0. The results of the study prove that the variables of Viral marketing, Online consumer reviews and Prices have an effect on simultaneous purchasing decisions, partially Viral marketing variables have a negative and insignificant effect, Online consumer Reviews and Prices have a positive and significant effect on Shopee purchasing decisions. Keywords : Viral Marketing, Online Consumer Reviews, Price and Purchase Decision