PENGARUH ONLINE CUSTOMER REVIEW DAN HARGA TERHADAP KEPUTUSAN PEMBELIAN SECARA ONLINE PADA MAHASISWA DI UNIVERSITAS KATOLIK MUSI CHARITAS

This study aims to determine the effect of online customer reviews and prices on online purchasing decisions for students at the Musi Charitas Catholic University in Palembang. The population in this study were all Musi Charitas Palembang Catholic University students who shop online. The sample used was 95 respondents using the sampling technique, namely random sampling. Testing is done using SPSS 21 program. The method used in this research is associative research, which is to find out how much influence the independent variabel is online customer review and price (independent variabel) on purchasing decisions (dependent variabel). The analysis used is descriptive statistics. The results showed that the use of the Online Customer Review feature had a significant effect of 0.025 and had a positive effect of 0.298 on online purchasing decisions. The price has a significant effect of 0,000 and has a positive effect of 0.584 on online purchasing decisions. Online Customer Review and prices simultaneously have a significant effect of 0,000 on online purchasing decisions so that there is an influence of Online Customer Review and prices simultaneously on proven and acceptable purchase decisions. Regression test results obtained the number of coefficient of multiple determination (Adjusted R Square) of 0.579. This means that by 57.9% by the Online customer review variabel (X1) and price (X2) can explain the Purchase Decision (Y). While the rest (100% - 57.9% = 42.1%) is explained by other causes outside the variabels studied. Based on the results of the research, it is advisable that online shopping service providers are expected to have more attention to their customers such as providing better service to their customers, providing information about the product properly and correctly. Keywords: Online Customer Review, Price, purchase decision