<![CDATA[This study aims to analyze the influence of online customer review, product quality, and price on buying decision on the Shopee marketplace. This study uses a quantitative method with a causal associative approach. The research population is consumers who have purchased sock products through the Shopee marketplace. The research sample was selected using purposive sampling technique. Data collection was carried out through the distribution of questionnaires using the Likert scale. Data analysis was carried out to determine the influence of online customer reviews, product quality, and price on buying decisions, both partially and simultaneously. The results of the study show that online customer review has a positive and significant effect on buying decision. Product quality has a positive and significant effect on buying decision. Price has a positive and significant effect on buying decision. Simultaneously, online customer reviews, product quality, and price have a positive and significant effect on buying decisions. The findings of the study show that customer reviews, product quality, and price suitability are factors that can influence consumer decisions in making purchases through the Shopee marketplace. Further research is recommended to add other variables outside of this study and expand the objects and characteristics of the respondents in order to obtain more comprehensive research results.]]>
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