THE INFLUENCE OF ONLINE REVIEWS, EASE OF TRANSACTION, CONSUMER INCOME ON FASHION PRODUCT PURCHASES ON SHOPEE (CASE STUDY OF STIESIA STUDENTS IN 2019)

This study aims to examine the influence of online reviews, ease of transaction, and consumer income on fashion product purchases on the Shopee online platform. This study is a quantitative study using multiple linear regression analysis methods. The population of this study was 958 students of STIESIA Surabaya class of 2019. The sampling technique used purposive sampling so that 90 students were obtained. The results of the study showed that the variables (1) Online review variables were proven to have a positive influence on purchasing decisions. The objectivity of online reviews seen from the images and comments given in the review column by consumers increases the confidence of prospective buyers, thereby increasing purchasing decisions. (2) The Ease of Transaction variable was proven to have a positive influence on purchasing decisions. Consumers who find it easy to use the application have an impact on increasing purchasing decisions. (3) The consumer income variable was proven to have a positive influence on purchasing decisions. The higher the income of consumers, the higher the consumer's ability to make purchasing decisions.