PENGARUH HARGA DAN ULASAN PRODUK TERHADAP KEPUTUSAN PEMBELIAN PRODUK SEPATU VENTELA PADA E-COMMERCE SHOPEE

This study aims to analyze the influence of prices and product reviews on the purchase decision of vendela shoes on shopee e-commerce. The population of vendela shoe consumers on shopee e-commerce with a total of 100 respondents. The type of research used is quantitative research with survey methods. The sampling technique used non probability sampling with purposive sampling. Data collection with questionnaires measured using the Likert scale. The data analysis method is multiple linear regression analysis with the IBM SPSS 25 program. The results of this study state that 1. Price has a positive and significant effect on the Purchase Decision. 2. Product reviews have a positive and insignificant effect on the Purchase Decision. 3. Price and Product Reviews simultaneously have a significant effect on Purchase Decisions. Theoretical suggestions of research results are expected to be a reference for future research and it is recommended to add variables and focus on other products. Practically Sellers are advised to keep prices affordable and encourage positive reviews and consumers are expected to give honest and informative reviews to help other consumers.