Pengaruh Ulasan Produk Terhadap Keputusan Pembelian Produk Fashion Secara Online pada Aplikasi Shopee (Studi Kasus Mahasiswa di Pulau Bengkalis)

The purpose of this study is to analyze the influence of product reviews on the purchasing decisions of fashion products online through the Shopee application. This research is a quantitative study using primary data sources (questionnaires). The sampling technique used is Nonprobability Sampling with a total of 100 respondents. Data collection was carried out using questionnaires distributed online to university students in Bengkalis Island who became the respondents and analyzed using validity tests, reliability tests, classical assumption tests, simple correlation tests, simple linear regression tests, and t-tests. Based on the responses of the respondents to the product review variable, there were eight statements with an average score of 4.43, which is classified in the very high category. The responses to the purchasing decision variable consisted of twelve statements with an average score of 4.42, also classified in the very high category. The results of the study indicate that product reviews have a positive and significant effect on purchasing decisions. Product reviews have a proportion of influence on purchasing decisions of 41.4%, while the remaining58.6% is influenced by other variables not examined in this study.