Penelitian ini bertujuan guna menganalisis pengaruh online customer review, online customer rating, harga dan etika bisnis terhadap keputusan pembelian produk fashion pada marketplace shopee. Pada penelitian ini menggunakan pendekatan kuantitatif dengan menggunakan metode survei. Penarikan sampel yang dipakai menggunakan non-probability sampling, secara teknik penetapan sampel menggunakan purposive sampling. Sampel pada studi ini adalah Mahasiswa/i Fakultas Ekonomi Universitas Borneo Tarakan angkatan 2020, 2021, 2022 dan 2023 yang telah melakukan pembelian produk fashion di Shopee dengan jumlah sampel 220 responden. Metodeanalisa yang dipakai yakni analisa regresi linear berganda dengan menggunakan alat bantu program SPSSversi 26. Hasil penelitian ini membuktikan bahwa variabel online customer review berpengaruh positif dan signifikan terhadap keputusan pembelian, online customer rating berpengaruh positif dan signifikan terhadap keputusan pembelian, harga berpengaruh positif dan signifikan terhadap keputusan pembelian dan etika bisnis berpengaruh negatif dan tidak signifkan terhadap keputusan pembelian produk fashion pada marketplace Shopee.


Kata Kunci: Online Customer Review, Online Customer Rating, Harga, Etika Bisnis, Keputusan Pembelian

This research aims to analyze the influence of online customer review, online customer ratings, price and business ethics on product purchasing decisions fashion on the shopee marketplace. This research uses a quantitative approach using survey methods. The samples used were drawn by non-probability sampling with sample determination purposive sampling. The sample in this study were students from the Faculity of Economics Borneo Tarakan University in the years 2020, 2021, 2022 and 2023 who have products purchased fashion on shopee with a sample size of 220 respondents . The analysis method used is multiple linear regression analysis using the SPSS program version 26. The results of this study prove that the variabels of online customer review, online customer rating, and price have a positive and significant effect on purchasing decisions, and business ethics has a negative and insignificant effect on product purchasing decisions fashion on the shopee marketplace Keywords: Online Customer Review, Online Customer Rating, Price, Business Ethics, Purchasing Decisions