<![CDATA[This research aims to identify the impact of price and online buyer reviews on purchasing decisions for Emina sunscreen on the Shopee platform among students at Universitas Cokroaminoto Yogyakarta. The study was motivated by intense competition in the sunscreen market on Shopee, where the Emina brand holds a 1.92% market share. A quantitative, associative methodology was employed, involving 100 student subjects selected via purposive sampling and the Lemeshow formula. Data were collected using a Likert-scale questionnaire and analyzed using SPSS software. The results demonstrate that price has a significant positive effect on consumer purchasing decisions (t-statistic = 6.457; sig. = 0.000), whereas online buyer reviews do not have a significant impact (t-statistic = 0.079; sig. = 0.937). Collectively, price and online buyer reviews significantly influence purchasing decisions (F-statistic = 47.910; sig. = 0.000), accounting for 49.7% of the variance (R² = 0.497). These findings indicate that price is the primary determinant of consumer purchasing decisions for Emina sunscreen on Shopee]]>
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