<![CDATA[This study aims to test the effectiveness of Psychological Price and Product Knowledge on Purchase Intention by consumers of the Shopee Marketplace application around Madiun City with Online Positive Testimonial as a moderating variable. The population in this study is unknown (all consumers of the Shopee Marketplace application who live around Madiun City). Collecting data using a questionnaire distributed via google form. The sampling method was carried out by purposive sampling. The number of samples collected was 150 respondents. The method used in analyzing the data is using the research instrument test, classical assumption test, MRA test, and hypothesis testing with the help of the SPSS 20 statistical test tool. The results of this study indicate that: 1) There is no influence of Psychological Price on the Purchase Intention of Shopee Marketplace consumers in Madiun City. 2) There is an influence of Product Knowledge on the Purchase Intention of Shopee Marketplace consumers in Madiun City. 3) There is an influence of Online Positive Testimonial on the Purchase Intention of Shopee Marketplace consumers in Madiun City. 4) There is no influence of Psychological Price moderated by Online Positive Testimonial on the Purchase Intention of Shopee Marketplace consumers in Madiun City. 5) There is an influence of Product Knowledge moderated by Online Positive Testimonial on the Purchase Intention of Shopee Marketplace consumers in Madiun City. 6) There is a simultaneous influence of Psychological Price and Product Knowledge moderated by Online Positive Testimonials on the Purchase Intention of Shopee Marketplace consumers in Madiun City.]]>
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