Mega Diana 

Sekolah Tinggi Ilmu Administrasi Pembangunan, Indonesia 

Nungky Viana Feranita 

Sekolah Tinggi Ilmu Administrasi Pembangunan, Indonesia 

Andrias Dwimahendrawan 

Sekolah Tinggi Ilmu Administrasi Pembangunan, Indonesia 

DOI: 

ABSTRACT 

Study This aim for analyze the influence of online customer reviews and online customer ratings on decision purchase fashion products on the Shopee marketplace are good in a way simultaneous nor in a way Partial. Study This is study quantitative with technique determination sample using simple random sampling. The sample was 137 respondents. Analysis method use analysis multiple linear regression with SPSS 22.0 for windows help. Study This own three hypothesis. Research result show that online customer reviews and online customer ratings are consistent simultaneous influential significant to decision purchase. Whereas in a way partial online customer reviews do not influential to decision purchase. Meanwhile, online customer ratings have an influence significant to decision purchase fashion products through the Shopee marketplace           

Keywords: Online Customer Reviews, Online Customer Ratings, Purchasing Decisions, Shopee Marketplace