PENGARUH KUALITAS PELAYANAN, KUALITAS PRODUK DAN REVIEW PELANGGAN TERHADAP KEPUTUSAN PEMBELIAN PADA PRODUK SEPATU NIKE DI E-COMMERCE SHOPEE

This study aims to analyze the influence of service quality, product quality, and customer reviews on purchasing decisions for NIKE shoes on Shopee e-commerce. With the rapid development of the e-commerce industry, understanding the factors that influence purchasing decisions is important for business actors in improving marketing strategies and competitiveness. The research method used is quantitative with a descriptive and explanatory approach. Data collection was carried out by distributing questionnaires to 140 respondents who were Shopee users in Malang City who had purchased NIKE shoes. Data analysis was carried out using validity and reliability tests, as well as linear multiple regression analysis to test the research hypothesis. The results showed that service quality, product quality, and customer reviews had a positive and significant influence on purchasing decisions. Among the three variables, customer reviews were the most dominant factor in influencing purchasing decisions. This finding emphasizes the importance for e-commerce business actors to improve service and product quality, as well as manage customer reviews effectively to encourage purchasing decisions.