Pengaruh Flash Sale Dan Online Customer Review Terhadap Keputusan Pembelian Pada Marketplace Shopee

Abstract In the millennial era, technology development has been very rapid and almost all people know about the internet. In fact, all activities are now carried out using the internet. This condition is proven by the very high number of internet users in Indonesia compared to the total population of Indonesia. With the increasing number of internet users, it creates sales innovations to market the goods they sell online in the marketplace so that buyers will see or buy goods sold through the Shopee marketplace without having to come directly to the store.This study aims to determine and analyze the effect of flash sales and online customer reviews on purchasing decisions in the Shopee marketplace. This type of research is using purposive sampling with a quantitative approach. The sample in this study was the community in Malang City as many as 105 people. Data was collected by distributing questionnaires. Analysis of the data used in this study using validity, reliability, normality, multiple linear regression analysis, multicollinearity, heteroscedasticity, F test, t test. coefficient of determination. The results showed that flash sale had a positive and significant effect on purchasing decisions, online customer reviews had a positive and significant effect on purchasing decisions. Suggestions for companies Shopee parties need to maintain the Flash sale strategy, because this variable has extraordinary value, so the company must be able to maintain the Flash sale strategy that has been carried out in sales at Shopee, so that purchasing decisions made by consumers can be further improved. The occurrence of purchasing decisions can also be influenced by online customer reviews, therefore companies need to expand improvements to attract buyers to shop at Shopee without thinking. The stimulus that can be utilized is to add attractive offers and discounts and persuade customers to make purchases on the Shopee marketplace. Keywords: Flash Sales, Online Customer Reviews, Purchase Decision