Influence of Product Reviews, Trust and Price on Purchasing Decisions for Beauty Products on the Shopee Marketplace

This research aims to determine the influence of product reviews, trust, and price on purchasing decisions for beauty products on the Shopee marketplace. This research is a quantitative research with data obtained from distributingquestionnaires which were measured using a Linkert scale by applying SPSS version 26 data processing media. The sample in this research was 96 people with a sampling technique, namely the purposive sampling method. The research results showed that product reviews had the highest positive influence. and significant for purchasing decisions, the T-count is 2.229 and the significance value is 0.028. The trust variable has the lowest positive effect and remains significant on purchasing decisions with a t count of 3.768 and a significance value of 0.000. And the price variable has a positive and significant effect on purchasing decisions, the t count is 2.998 and the significance value is 0.003.