Factors influencing consumer purchase decision on E-commerce platforms among undergradutes students at Universiti Malaysia Kelantan

In the digital age, online customer reviews have emerged as a powerful influence on consumer purchase decision. This study investigates the specific impact of online customer reviews on the purchasing behaviour of students. With the proliferation of e-commerce platforms and the increasing reliance on online sources for product information, understanding how students are influenced by online reviews is great significance to businesses and marketers. The aim of the study is to find out the effects that influence customers in making online purchase decision on e-commerce platforms among undergraduate students at Universiti Malaysia Kelantan (UMK). This study contains information quality, e-service quality and online advertising as the factors that influence students of Universiti Malaysia Kelantan (UMK) in making online purchasing decision. The theory used in this study are the theory of marketing perspective and the theory of quality perspective. The method used by the researcher in this study is to use a quantitative method which is through google form to collect data from individuals. The number of respondents in this study is as many as 373 respondents who are only focused on Universiti Malaysia Kelantan (UMK) students. Finally, limitations and recommendations are included to help further researchers find better results.