PENGARUH HARGA, ONLINE CUSTOMER REVIEW DAN PROMOSI TERHADAP KEPUTUSAN PEMBELIAN PRODUK FASHION DI SHOPEE PADA GEN Z KOTA MALANG

This study aims to analyze the influence of online customer reviews, price, and promotion on the purchase decisions of fashion products on Shopee among Generation Z in Malang City. This research is motivated by the rapid growth of e-commerce, which requires business owners to understand the factors that influence consumer purchase decisions. This study employed a quantitative approach with an explanatory research design. The population consisted of Generation Z consumers in Malang City who had purchased fashion products through Shopee, with a sample of 100 respondents selected using a purposive sampling technique. Data were collected through questionnaires and analyzed using multiple linear regression with the assistance of SPSS software. The results indicate that online customer reviews, price, and promotion have a positive and significant effect on purchase decisions. These findings suggest that Generation Z consumers tend to consider product reviews, price suitability, and promotional offers before making purchase decisions. Therefore, business owners need to optimize the management of online customer reviews, implement competitive pricing strategies, and provide attractive promotional programs to enhance consumer purchase decisions.