Analysis of Online Customer Reviews, Brand Ambassadors, and the Price of Somethinc Skincare Products on Purchasing Decisions on E-Commerce at Shopee
Analisis Online Customer Review, Brand Ambassador Dan Price Produk Skincare Somethinc Terhadap Keputusan Pembelian Pada E-Commerce Di Shopee
DOI:
https://doi.org/10.21070/ups.10016Keywords:
Online Customer Review, Brand Ambassador, Price, Purchase Decision, E-commerceAbstract
This study aims to analyze the influence of Online Customer Reviews, Brand Ambassadors, and Price on purchasing decisions for Somethinc skincare products on Shopee e-commerce. The background of this study is the increasing competition in the skincare industry and the importance of digital marketing strategies in influencing consumer behavior on online platforms. The study used a quantitative method with a survey approach, where data was collected through questionnaires distributed to consumers who had purchased Somethinc products on Shopee. Data analysis was conducted using PLS-SEM (Partial Least Squares Structural Equation Modeling) to test the partial and simultaneous influence of each variable on purchasing decisions. The results showed that Brand Ambassadors, Online Customer Reviews, and Price significantly influenced purchasing decisions, with Brand Ambassadors being the most dominant factor.
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