Objective: Study is to test the impact of electronic word of mouth (EWOM), online customer review (OCR), product quality, and service quality on purchasing decisions.
Research Design: This is a quantitative research, with data collection using online questionnaires and the population of this research is active students at Universitas Muhammadiyah Purwokerto, in the odd semester of 2024.
Place and Duration of Research: This research was conducted at Universitas Muhammadiyah Purwokerto from November to December.
Methodology: The population in this study was 20,533 students, the sample used was 130 students from 11 faculties at the Universitas Muhammadiyah Purwokerto, taken using the Proportional Random Sampling Technique. The research test was conducted using SPSS 23.
Results: The results of this study show that electronic word of mouth, product quality and service quality have a significant influence on purchasing decisions, while online customers. Reviews do not influence purchasing decisions. However, Sellers on Shopee need to give appropriate and correct answers so that they can get interested consumers to make purchases, Shopee needs to increase the features to be different from other E-commerce and Shopee more serious in handling complaints from consumers.
Conclusion: Based on the findings of this study, it can be concluded that recommendations from other users, good quality, and satisfactory service are the main considerations for consumers in choosing products on Shopee. The implication of this study is the importance of Shopee e-commerce to focus on efforts to improve the quality of reviews given by previous consumers.