The Effect of Online Customer Reviews, Brand Image, and Price on Aerostreet Shoe Purchase Decisions Among Generation Z Shopee Users in Sukabumi

Purpose:This study examines the effects of online customer reviews, brand image, and price on Aerostreet shoe purchase decisions among Generation Z Shopee users in Sukabumi, Indonesia.Methodology:A quantitative survey of 100 purposively selected Generation Z Shopee users who had purchased Aerostreet shoes was analysed using multiple linear regression in SPSS 26, supported by instrument validity and reliability tests and classical-assumption diagnostics.Findings:All three predictors had positive, statistically significant partial associations with purchase decisions (reviews: B = 0.401, p < 0.001; brand image: B = 0.212, p = 0.007; price: B = 0.320, p < 0.001). The overall regression was significant (F(3,96) = 118.943, p < 0.001), explaining 78.8% of the variance (R² = 0.788).Implication:Improving the credibility and informativeness of product reviews, strengthening brand associations, and maintaining competitive value-based pricing may support Aerostreet’s marketing performance among Generation Z consumers.