PENGARUH WEBSITE QUALITY, ONLINE CUSTOMER REVIEW, DAN CELEBRITY ENDORSER TERHADAP KEPUTUSAN PEMBELIAN DI E-COMMERCE SHOPEE (Studi Kasus Pada Mahasiswa Prodi Manajemen Tahun Angkatan 2019 s/d 2022 Pengguna Aplikasi Shopee di Universitas Muhammadiyah Ponorogo)

This study aims to determine the effect of website quality, online customer reviews, and celebrity endorsers on purchasing decisions at E-commerce Shopee for students of Management Study Program, University of Muhammadiyah Ponorogo. The method used in this study is a quantitative method. The data from this study were obtained by distributing questionnaires and analyzed using the SPSS application. The population in this study were students of Management Study Program, University of Muhammadiyah Ponorogo, class of 2019-2022. There were 90 samples in the study using the snowball sampling technique. The results of this study indicate that; (1) There is an influence between website quality on purchasing decisions at e-commerce Shopee. (2) There is an influence between online customer reviews on purchasing decisions at e-commerce Shopee. (3) There is influence between celebrity endorsers on purchasing decisions in e-commerce Shopee. (4) There is an influence between website quality, online customer reviews, and celebrity endorsers on purchasing decisions at Shopee e-commerce.
Keywords: Website Quality, Online Customer Reviews, Celebrity Endorsers, and Purchasing Decisions