Pengaruh Online Customer Review, Price Dan E-Service Quality Terhadap Keputusan Pembelian Pada Marketplace Shopee (Studi Kasus Pada Mahasiswa FEB Unisma Angkatan 2018)

Abstract The purpose of this study was to determine and analyze the influence of Online Customer Review, Price, E-service quality on Purchase Decisions in the Shopee marketplace. Data collection by researchers using primary data using questionnaires to FEB UNISMA Students Batch 2018. There were 91 respondents as a population. The results in this study indicate that online customer review partially influences purchasing decisions, price partially affects purchasing decisions, E-service quality partially affects purchasing decisions. Simultaneously there is an influence between Online Customer Review, Price, E-service quality variables on purchasing decisions. Keywords : Online Customer Review, Price, E-Service Quality Dan Keputusan Pembelia