<![CDATA[Along with the rapid development of technology and information in the world, especially the internet it has made a shift on behavior including in Indonesia, one of which is marked by the growth of e- commerce with indicates the shift of buying and selling transaction that were previously carried of face to face to online using only smartphone. Along with the spread of the online shop concept marketplace are has emerged. One feature of online shop Online Customer Review (OCR) has recently received great attention from both academics and business people in its relation to purchasing decisions. The aims of this research is to determine the effect of online customer review, product quality, and promotion on purchasing decision through the Shopee marketplace. The research method used quantitative with an assosiative approach, where the sampling technique used the purposive sampling in order to obtain 98 respondents of UBSI as a sample and then analyzed by multiple linear regression, t test, F test and determinant coefficients. All data are analyzed using IBM SPSS version 27. Where the result of this research 1) online customer review has a significant effect on purchasing decision, 2) quality product has a significant on purchasing decision, 3)promotion has significant effect on purchasing decision, and 4) OCR, quality product, and promotion simultaneously have significant effect on purchasing decision. Seiring dengan perkembangan teknologi dan informasi yang semakin pesat didunia khususnya internet telah membuat pergeseran perilaku termasuk di Indonesia salah satunya ditandai dengan pertumbuhan e-commerce yang mengindikasikan berpindahnya transaksi jual beli yang tadinya dilakukan secara tatap muka menjadi online dengan hanya menggunakan smartphone. Seiring merebaknya konsep online shop menjadikan marketplace bermunculuan. Salah satu fitur online shop online customer review (OCR) baru- baru mendapat perhatian besar baik dari akademisi maupun para pebisnis pada hubungannya dengan keputusan pembelian. Penelitian ini dilakukan bertujuan untuk mengetahui pengaruh online customer review (OCR), kualitas produk, dan promosi pada marketplace shopee. Metode penelitian menggunakan kuantitatif dengan pendekatan asosiatif, dimana pengambilan sampel dengan menggunakan purposive sampling sehingga diperoleh 98 responden yaitu mahasiswa UBSI sebagai sampel dan selanjutnya dianalisa secara regresi linear berganda, uji t, uji F dan koefisiesn determinan. seluruh data diolah dengan menggunakan IBM SPSS 27. Dimana hasil penelitian ini 1) online customer review berpengaruh signifikan terhadap keputusan pembelian, 2) kualitas produk berpengaruh signifkan terhadap keputusan pembelian, 3) promosi berpengaruh signifikan terhadap keputusan pembelian, dan 4) online customer review, kualitas produk, dan promosi secara simultan berpengaruh signifikan terhadap keputusan pembelian.]]>
