THE INFLUENCE OF PRICE PERCEPTION, ONLINE CUSTOMER REVIEWS, AND PROMOTIONS ON PURCHASE DECISIONS FOR FASHION PRODUCTS ON THE SHOPEE MARKETPLACE
Keywords:
Price Perception, Online Customer Reviews, Promotion, and Purchase DecisionsAbstract
This study aims to determine the influence of Price Perception, Online Customer Reviews,
and Promotion on Purchase Decisions for Fashion Products on the Shopee Marketplace.
The population in this study consists of active students from the Management Program at
Universitas 17 Agustus 1945 Surabaya who have made fashion product purchases on the
Shopee marketplace, with a sample of 100 respondents determined using non-probability
sampling techniques. Based on the results of the SPSS version 23.0 test, the research
instruments indicate that all indicators are valid and reliable. Based on the F test, all
independent variables simultaneously influence purchase decisions. Based on the
regression coefficient and T-test results, the variables of price perception, online customer
reviews, and promotion have a positive and significant influence on purchase decisions.
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