<![CDATA[The growth of marketplace usage encourages consumers to consider various factors before purchasing cosmetic products online, including price perception, online customer reviews, and brand trust. This study aims to analyze the influence of price perception, online customer reviews, and brand trust on purchasing decisions for Hanasui lip cream on Shopee. The study used a quantitative approach with a survey method. The study population was students at Maarif Hasyim Latif University who had purchased Hanasui lip cream on Shopee, with a sample of 100 respondents selected using purposive sampling. The research instrument was a Likert scale questionnaire and data were analyzed using SPSS 27 through validity, reliability, classical assumptions, multiple linear regression, t-test, F-test, and coefficient of determination. The results showed that price perception had no significant effect, while online customer reviews and brand trust had a positive and significant effect on purchasing decisions. In conclusion, all three variables simultaneously had a significant effect with an explanatory power of 79%.]]>
Copyrights © 2026
