Pengaruh Brand Image dan Online Customer Review Terhadap Keputusan Pembelian Produk Skintific (Studi pada Konsumen Produk Skintific di Kota Medan)

Abstract

The skincare industry in Indonesia is growing rapidly along with increasing skincare awareness. Skintific, as a leading brand, faces fierce competition, and the main problem is the factors that influence consumer purchasing decisions, such as brand image and customer reviews. This study aims to analyze how brand image and online customer reviews influence purchasing decisions for Skintific products in Medan City. The form of research used is quantitative with an associative approach. The population in this study were consumers who had purchased Skintific products and were located in Medan City. With a sample of 100 respondents, the sample approach used in this study was non-probability sampling in the form of purposive sampling. Primary data obtained through direct questionnaire distribution and secondary data obtained through literature studies. The analytical methods used are validity test, reliability test, classical assumption test, multiple linear regression, partial test, simultaneous test, and determination test and are processed through a statistical analysis program. The results of the research conducted show that brand image (X1), and online customer review (X2) have a partial and simultaneous effect on purchasing decisions (Y) Skintific products. Based on the coefficient of determination test, it is found that the magnitude of the relationship between the brand image variable (X1), and online customer review (X2) on the purchasing decision variable (Y) with an R value of 0.919. Through the adjusted R square value, it is also known that the variables between brand image and online customer review contribute 84.2% to the purchasing decision variable, while the remaining 15.8% is influenced by other variables not discussed in this study.