THE INFLUENCE OF ONLINE CUSTOMER REVIEWS, EASE OF USE, AND PRICE ON PURCHASING DECISIONS IN SHOPEE E-COMMERCE (CASE STUDY ON SHOPEE USERS AMONG GEN Z IN GEGER TURI VILLAGE, LAMONGAN)

Authors

  • Ni’matus Sholihah Islamic University of Lamongan Author
  • Sabilar Rosyad Islamic University of Lamongan Author
  • Sani Rusminah Author
  • Evi Fitrotun Najiah Islamic University of Lamongan Author

Keywords:

Online Customer Reviews, Ease of Use, Prices, Purchase Decisions, Shopee, Gen Z

Abstract

This study discusses the influence of online customer reviews, ease of use, and price on purchasing decisions in Shopee E-commerce. This study uses quantitative methods and the data analysis technique used is multiple linear regression with a questionnaire research instrument. Respondents in this study were Shopee users among Gen Z in Geger Turi Village, Lamongan and used a purposive sampling technique, the number of samples set was 90 samples. The results of this study indicate that the Online Customer Review variable has a positive and significant effect on purchasing decisions. The Ease of Use variable has a positive and significant effect on purchasing decisions. The Price variable has a positive and significant effect on purchasing decisions. The dominant overall influence of the most dominant Independent variables on the dependent variable is Online Customer Review

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Published

2025-07-01

Issue

Vol. 1 No. 1 (2025): National Innovation Conference on Economics and Business (NICEBIS) Proceedings

Section

Articles