THE INFLUENCE OF PRICE PERCEPTION, BRAND TRUST, AND CUSTOMER REVIEWS ON THE PURCHASE DECISION OF FASHION PRODUCTS IN E-COMMERCE SHOPEE IN EAST MEDAN

Abstract

This study aims to determine how the influence of price perceptions, brand trust, and customer reviews on purchasing decisions for fashion products on e-commerce Shopee in eastern Medan. The number of samples in this study were 130 respondents. The results of multiple linear regression tests show that the price perception variable has a positive effect on purchasing decisions, by obtaining a regression coefficient of 0.253. The brand trust variable has a positive effect on purchasing decisions, by obtaining a regression coefficient of 0.835, and the customer review variable has a positive effect on purchasing decisions, by obtaining a regression coefficient of 0.152. The results of the partial test (t-test) show that price perceptions have a significant effect on purchasing decisions, by obtaining tcount (3.472) > ttable (0.1723) and obtaining a significance value of 0.001 <0.05. The brand trust variable has a significant effect on purchasing decisions, by obtaining tcount (9.550) > ttable (0.1723) and obtaining a significance value of 0.000 <0.05, and the customer review variable has a significant effect on purchasing decisions, by obtaining tcount (3.754) > ttable (0.1723) and obtained a significance value of 0.000 <0.05. From the results of testing the coefficient of determination (R2) the purchase decision variable can be explained by the price perception variable (X1), brand trust variable (X2) as an independent variable of 74.1% while the remaining 55.9% is explained by other variables not included in this study.