<![CDATA[Abstrak Penelitian bertujuan untuk mengetahui pengaruh online customer review dan persepsi harga terhadap minat beli tiket Lion Air di wilayah Surabaya. Populasi dalam penelitian ialah calon konsumen yang memutuskan pembelian tiket Lion Air. Adapun penentuan sampel menggunakan teknik accidental sampling sejumlah 91 responden. Penelitian memanfaatkan pendekatan kuantitatif dengan menghimpun data primer dan sekunder, yang diolah dari hasil data pembagian kuisioner. Data yang diperoleh kemudian dianalisis menggunakan Partial Least Square (PLS). Online customer review berpengaruh positif dan signifikan terhadap minat beli sedangkan persepsi harga berpengaruh positif signifikan terhadap minat beli tiket Lion Air di wilayah Surabaya. Kata Kunci : Online Customer Review; Persepsi Harga; Minat Beli Abstract The study aims to determine the influence of online customer reviews and price perceptions on the interest in buying Lion Air tickets in the Surabaya region. The population in the study was potential consumers who decided to buy Lion Air tickets. The determination of the sample using the accidental sampling technique was 91 respondents. The research utilizes a quantitative approach by collecting primary and secondary data, which are processed from the results of questionnaire sharing data. The data obtained were then analyzed using Partial Least Square (PLS). Online customer review has a positive and significant effect on buying interest while price perception has a significant positive effect on the interest in buying Lion Air tickets in the Surabaya area. Keywords: Online Customer Reviews; Price Perception; Buying Interest]]>
