The rapid development of technology triggers changes in various lives, one of which is in consumer purchasing decisions, while consumer purchasing decisions pay attention to e-product knowledge, e-trust, and online customer reviews. The purpose of this study is to determine the effect of e-product knowledge, e-trust, and online customer reviews on purchasing decisions for Hanasui products online. This study uses quantitative analysis methods and data collection by distributing google forms in the form of questionnaires. The population in this study cannot be known with certainty because the number of respondents is relatively large and there is no valid data that can be taken. The sampling technique in this study used probability sampling technique with a total of 91 respondents. Data is tested using instrument test by conducting validity test and reliability test, classical assumption test by conducting normality test, multicollinearity test, and heteroscedasticity test, data analysis using multiple linear regression analysis, hypothesis testing using t test (partial), f test (simultaneous), and coefficient of determination analysis. The study results show that e-product knowledge, e-trust, and online customer reviews simultaneously have a significant effect on purchasing decisions for Hanasui products online. Partially, the e-product knowlwdge variable and the online customer review variable have a significant effect on purchasing decisions for Hanasui products online.
Keywords: E-Product Knowledge, E-Trust, Online Customer Review