THE INFLUENCE OF PRICE AND ONLINE REVIEWS ON SHARIA PRODUCT PURCHASING DECISIONS IN THE SHOPEE MARKETPLACE: A CASE STUDY IN MEDAN CITY

Eva Mawarni Putri (Universitas Islam Negeri Sumatera Utara)
Melani Rusli (Universitas Islam Negeri Sumatera Utara)
Moniqa Astrid (Universitas Islam Negeri Sumatera Utara)
Salsabila Rahman (Universitas Islam Negeri Sumatera Utara)
Shely Nurlela (Universitas Islam Negeri Sumatera Utara)

Algebra : Jurnal Pendidikan Sosial dan Sains
Vol. 6 No. 1 (2026): Algebra : Jurnal Pendidikan Sosial dan Sains

The fast growth of digital technology has changed how people buy things, especially on online shopping platforms like Shopee. When it comes to sharia products, people don't just look at price or quality—they also care about whether the product follows Islamic rules. This study looks at how price and online reviews affect people's choices when buying sharia products on Shopee, using Medan City as an example. The research uses a quantitative method with an associative design. Information was gathered through surveys given to 100 Shopee users in Medan who had bought sharia products before. The sample was chosen on purpose, and the data was analyzed using multiple linear regression with SPSS. The results show that both price and online reviews have a positive and important effect on purchasing decisions. This means that having good prices and positive reviews helps build trust and makes people more likely to buy sharia products. The study adds to the understanding of consumer behavior in sharia-based online markets and helps sellers create better pricing plans and manage customer feedback effectively.