Pengaruh Ulasan Pelanggan Online, Kualitas Produk, dan Kepercayaan Merek terhadap Keputusan Pembelian Skincare The Originote
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Abstract
Perkembangan yang begitu pesat pada industri kecantikan menjadikan persaingan yang semakin ketat di pasar perawatan kulit, baik bagi merek lokal maupun merek internasional. Konsumen yang semakin sadar pentingnya perawatan kulit atau skincare, mendorong pertumbuhan banyak produk skincare yang saat ini sangat dicari oleh berbagai kalangan konsumen. Namun, popularitas yang tinggi juga dapat membawa tantangan bagi perusahaan, seperti adanya ulasan pelanggan, kualitas pada produk, dan kepercayaan merek yang dapat mempengaruhi keputusan pembelian. Tujuan penelitian ini adalah untuk menganalisis dampak dari ulasan pelanggan online, kualitas produk, dan kepercayaan merek terhadap keputusan pembelian produk perawatan kulit The Originote di Jakarta. Sampel penelitian ini sebanyak 190 responden yang berhasil dikumpulkan melalui kuesioner online. Penelitian ini menggunakan pendekatan metode kuantitatif. Pengambilan sampel penelitian ini menggunakan non-probability sampling dengan menggunakan teknik purposive sampling. Data penelitian diolah dengan menggunakan software SmartPLS versi 4.0. Hasil penelitian ini menunjukkan bahwa ulasan pelanggan online memiliki pengaruh positif dan signifikan terhadap keputusan pembelian, kualitas produk memiliki pengaruh positif dan signifikan terhadap keputusan pembelian, dan kepercayaan merek memiliki pengaruh positif dan signifikan terhadap keputusan pembelian. Hasil yang diperoleh pada penelitian ini diharapkan dapat memberikan gambaran bagi pelaku bisnis mengenai pentingnya peningkatan kualitas pada produknya, membangun kepercayaan merek, dan menanggapi ulasan pelanggan online secara efektif untuk mempertahankan daya saing di pasar perawatan kulit atau skincare yang semakin kompetitif.
The rapid development of the beauty industry has led to fierce competition in the skincare market, both for local and international brands. Consumers are increasingly aware of the importance of skincare, driving the growth of many skincare products that are currently highly sought after by various consumers. However, high popularity can also bring challenges for companies, such as customer reviews, product quality, and brand trust that can affect purchasing decisions. The purpose of this study was to analyze the impact of online customer reviews, product quality, and brand trust on purchasing decisions for The Originote skincare products in Jakarta. The sample of this study was 190 respondents who were successfully collected through an online questionnaire. This research uses a quantitative method approach. Sampling this study using non-probability sampling using purposive sampling technique. The research data was processed using SmartPLS version 4.0 software. The results of this study indicate that online customer reviews have a positive and significant effect on purchasing decisions, product quality has a positive and significant effect on purchasing decisions, and brand trust has a positive and significant effect on purchasing decisions. This research is expected to provide an overview for business people regarding the importance of improving the quality of their products, building brand trust, and responding effectively to online customer reviews to maintain competitiveness in the increasingly competitive skincare market.
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