PENGARUH PERSEPSI HARGA, CUSTOMER REVIEW, CUSTOMER RATING DAN PROMOSI FLASH SALE TERHADAP KEPUTUSAN PEMBELIAN DI SHOPEE

The purpose of this research is to prove the effect of price perceptions, customer reviews, customer ratings and flash sale promotions on Shopee purchasing decisions in Rembang Regency. The research population is the people of Rembang Regency who use Shopee. The sampling technique used convenience sampling technique with a sample of 100 respondents. The analysis technique used is multiple linear regression analysis. The test results and analysis show; 1) price perception and customer review variables individually have a significant positive effect on Shopee purchasing decisions in Rembang Regency, 2) customer rating variables have no significant negative effect on Shopee purchasing decisions in Rembang Regency, 3) flash sale promotion variable has a positive but not significant effect on decisions Shopee purchases in Rembang Regency. The results of the determination test showed that the four independent variables in this study were only able to explain 31.7% of the dependent variable, while the other 68.3% was explained by other factors outside this research model. Abstrak Guna penelitian ini untuk membuktikan pengaruh persepsi harga, customer review, customer rating dan promosi flash sale terhadap keputusan pembelian Shopee di Kabupaten Rembang. Populasi penelitian merupakan masyarakat Kabupaten Rembang yang menggunakan Shopee. Teknik pengambilan sampel menggunakan teknik convienience sampling dengan sampel sebanyak 100 responden. Teknik analisis yang digunakan  yaitu analisis regresi linier berganda. Hasil pengujian dan analisis menunjukkan; 1) variabel persepsi harga dan customer review secara individu berpengaruh positif signifikan terhadap keputusan pembelian Shopee di Kabupaten Rembang, 2) variabel customer rating berprngaruh negatif tidak signifikan terhadap keputusan pembelian Shopee di Kabupaten Rembang, 3) variabel promosi flash sale berpengaruh positif tidak signifikan terhadap keputusan pembelian Shopee di Kabupaten Rembang. Hasil uji determinasi menunjukkan bahwa keempat variabel independen dalam penelitian ini hanya mampu menjelaskan sebesar 31,7% pada variabel dependen, sedangkan lainnya 68,3% dijelesakan oleh faktor lain di luar model penelitian ini.