<![CDATA[The development of e-commerce has transformed consumer purchasing behavior, including the purchase of sportswear products. In online transactions, consumers cannot directly inspect products, making product quality, price, and consumer reviews important considerations before making a purchase. This study aims to analyze the influence of product quality, price, and product reviews or electronic word of mouth (E-WOM) on purchase decisions for sportswear products on Shopee. This study employed a quantitative approach involving 100 respondents selected using purposive sampling. The respondents were consumers aged 17–40 years who had a Shopee account and had purchased sportswear products through Shopee within the previous two months in the Greater Jakarta area. Data were collected using questionnaires and analyzed using Structural Equation Modeling–Partial Least Squares (SEM-PLS) with SmartPLS 4.0. The results indicate that product quality, price, and E-WOM have positive and significant effects on purchase decisions. E-WOM had the strongest effect, with a coefficient of 0.365, followed by price at 0.328 and product quality at 0.231. Together, the three variables explained 61.6% of the variance in purchase decisions. These findings indicate that information derived from other consumers' experiences is an important factor in the evaluation process for purchasing sportswear products online.]]>
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