Abstract
This study aims to determine and analyze the effect of price, promotion, service quality, brand image, and product reviews on purchasing decisions in e-commerce Shopee. The research method used is quantitative method with descriptive research type. The samples taken in this study were 60 respondents. The sampling technique used was purposive sampling and the data analysis technique used was multiple linear regression analysis. Data collection method using a questionnaire. The results of this study indicate that service quality, brand image, and product reviews have a significant effect on purchasing decisions at Shopee e-commerce, while prices and promotions have no significant effect on purchasing decisions on Shopee e-commerce, and simultaneously (simultaneously) has a significant effect on purchasing decisions in e-commerce Shopee.
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