<![CDATA[This research aimed to determine the effect of the purchase experience, trust and price on purchase decisions on one of the online shopping sites in Indonesia, Tokopedia. This correlational/associative research was conducted to determine the effect of one or more independent variables on the dependent variable. This research used a sample of 200 respondents, namely students of Universitas Brawijaya Malang by using a questionnaire conducted online. The data was analyzed by multiple linear regression analysis and hypothesis testing using t-test, which was processed by SPSS software ver. 21. The results of the research noted that the purchase experience, trust and price variables have a positive and significant influence on consumer purchase decisions in Tokopedia. The need to improve the shopping experience through a good customer experience, increase consumer confidence by providing a good shopping process, and maintain and improve the quality of price by setting a reasonable price. If Tokopedia is able to fulfill it, then experience, trust, and price will have a positive influence on Tokopedia purchase decision.Keywords: Purchase Experience, Trust, Price, Purchase Decision]]>
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