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This study aims to determine the influence of price and product reviews on purchasing decisions for Scarlett Whitening Body Lotion on E-Commerce Sociolla, which is mediated by price. This research uses a questionnaire technique and is distributed to respondents. The population in this research was women aged 20 - 39 years who lived in Jatiwaringin Village, Bekasi City, totalling 7,469 people and a sample of 380 people was obtained. Then, the data processing uses GMA. The results of this research show that based on Hypothesis Testing (T-Statistics and P-Value), Product Price has a positive and significant effect on the Decision to Purchase Scarlett Whitening Body Lotion at Sociolla E-Commerce; Product reviews have a positive and significant influence on purchasing decisions for Scarlett Whitening Body Lotion on E-Commerce Sociolla; and Product Reviews have a positive and significant influence on the Purchase Decision for Scarlett Whitening Body Lotion on E-Commerce Sociolla which is mediated by price.
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Rufial et al. (2024) studied this question.
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