<![CDATA[Abstrak Tujuan penelitian ini adalah untuk menganalisis pengaruh masing-masing brand image, online customer review dan promotion terhadap keputusan pembelian pada marketplace shopee. Populasi dalam penelitian ini adalah para pembeli pada marketplace shopee dengan sampel sebanyak 100 responden dan ditentukan menggunakan teknik non purposive sampling. Data primer diperoleh menggunakan kuesioner sedangkan data sekunder dengan menggunakan studi pustaka. Berdasarkan hasil uji SPSS versi 26.0 diperoleh bahwa uji instrumen penelitian menunjukkan semua indikator valid dan semua variabel reliabel. Berdasarkan uji F semua variabel bebas secara simultan berpengaruh terhadap keputusan pembelian. Berdasarkan hasil koefisien regresi dan uji t menunjukan, bahwa variabel brand image berpengaruh positif dan signifikan terhadap keputusan pembelian, variabel online customer review berpengaruh negatif dan tidak signifikan terhadap keputusan pembelian, dan variabel promotion berpengaruh positif dan signifikan terhadap keputusan pembelian. Kata Kunci: Brand Image, Online Customer Review, Promotion dan Keputusan Pembelian. Abstract The purpose of this study was to analyze the effect of each brand image, online customer review and promotion on purchasing decisions in the shopee marketplace. The population in this study were buyers in the shopee marketplace with a sample of 100 respondents and determined using a non-purposive sampling technique. Primary data was obtained using a questionnaire while secondary data was obtained by using a literature study. Based on the results of the SPSS version 26.0 test, it was found that the research instrument test showed all indicators were valid and all variables were reliable. Based on the F test all independent variables simultaneously affect the purchase decision. Based on the results of the regression coefficient and t test, it shows that the brand image variable has a positive and significant effect on purchasing decisions, the online customer review variable has a negative and insignificant effect on purchasing decisions, and the promotion variable has a positive and significant effect on purchasing decisions. Keywords: Brand Image, Online Customer Review, Promotion and Purchase Decision.]]>
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