PENGARUH BRAND IMAGE, ONLINE CUSTOMER RATING DAN ONLINE CUSTOMER REVIEW TERHADAP KEPUTUSAN PEMBELIAN PRODUK KOSMETIK LUXCRIME DI SHOPEE
DOI:
https://doi.org/10.35794/jmbi.v11i1.55296Abstrak
Tujuan penelitian ini yaitu guna melihat pengaruh Brand Image, Online Customer Review serta Online Customer Rating pada Keputusan Pembelian pada produk Kosmetik Luxcrime di Shopee. Penelitian ini memakai pendekatan kuantitatif dan data penelitian ini memakai sumber dari kuisoner. Teknik pengambilan sampel memakai teknik purpose sampling. Penentua sempel penelitian ini memakai sempel sejumlah 273 dengan memakai metode Issac dan Michael dengan tingkat kesalahan senilai 10%. Kriteria responden dalam penelitian ini, pemakai produk ataupun konsumen kosmetik Luxcrime di Shopee yang mempunyai usia 17 tahun keatas, pernah membeli produk kosmetik Luxcrime minimal 1 (kali). Penelitian ini memakai analisis Stastistical Program for Social Science dengan software SPSS Hasil penelitian ini yaitu Brand Image, Online Customer Review serta Online Customer Rating memberi pengaruh secara positif pada Keputusan Pembelian Produk Kosmetik Luxcrime di Shopee.
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