Analysis of Product Quality, Consumer Trust, and Consumer Reviews on Purchase Decisions of Wardah Products on Shopee
Analisis Kualitas Produk, Kepercayaan Konsumen, dan Ulasan Konsumen, Terhadap Keputusan Pembelian Wardah di Shopee
DOI:
https://doi.org/10.21070/ups.11562Keywords:
Product Quality, Consumer Trust, Online Customer Reviews, Purchase DecisionAbstract
This study aims to analyze the influence of product quality, consumer trust, and consumer reviews on purchasing decisions for Wardah products on Shopee. This research employed a quantitative descriptive approach by collecting data through an online questionnaire distributed to 100 respondents in Sidoarjo who had purchased Wardah products at least once. The data were analyzed using Partial Least Squares Structural Equation Modeling (PLS-SEM) with SmartPLS 3.0 through outer model and inner model testing. The results demonstrate that product quality, consumer trust, and consumer reviews all have a positive influence on purchasing decisions for Wardah products.
Downloads
References
United Nations Conference on Trade and Development, Digital Economy Report 2023. Geneva: United Nations Conference on Trade and Development, 2023. https://unctad.org/publication/digital-economy-report-2023?utm_source
iPrice Group, “Map of E-Commerce in Indonesia.” Tersedia pada: https://iprice.co.id/insights/mapofecommerce/en/
VRITIMES Indonesia, “Market Insight rand Wardah Pimpin Top Brand Lokal Kategori Lipstik,” Siaran Pers Media. https://wwww.vritimes.com/id/articles/18b82fa7-27d2-11ef-ae09-0a58a9feac02/62dd2e3e-2aae-11ef-ae09-0a58a9feac02.
Compas, “Wardah Best-Selling Face Powder Brand on Shopee Indonesia in Q2 2025,” GoodStats. https://data.goodstats.id/statistic/10-brand-bedak-terlaris-di-shopee-indonesia-q2-2025-mana-favoritmu-i6495.
Kotler, Philip, Kevin Lane Keller, Alexander Chernev, Jagdish N. Sheth, dan G. Shainesh, Marketing Management, Edisi ke-16. Harlow, United Kingdom: Pearson, 2022.
Putri, Annisa Lestari, Kurnia Budi, Putra Surya Adi, dan Sinta Aulia, “The Effect of Online Customer Review on Purchase Decision Through Consumer Trust in Shopee Marketplace,” South East Asia Journal of Business and Management, volume 5, nomor 2, halaman 75–88, 2023.
Safitri, Laila, Tri Puspita, Nanda, Ramadhani, Wulan, Sari, dan “Dampak Persepsi Risiko Transaksi dan Kepercayaan Konsumen terhadap Keputusan Pembelian Skincare Halal di Marketplace Indonesia,” Jurnal Ilmiah Feasible: Bisnis, Kewirausahaan dan Koperasi, volume 7, nomor 2, halaman 82–87, 2025.
Rahmawati, Indah Nur, “Pengaruh Kualitas Produk, Online Customer Review, dan Online Customer Rating terhadap Keputusan Pembelian dengan Kepercayaan Konsumen sebagai Variabel Mediasi,” Jurnal Impresi Indonesia, volume 4, nomor 5, halaman 1799–1818, Juni 2025. doi: 10.58344/jii.v4i5.6689.
Nugraha, Aditya, dan Hesti Widyastuti, “Pengaruh Affiliate Marketing dan Online Customer Review terhadap Purchase Decision melalui Customer Trust pada Produk Skincare di Jabodetabek,” Jurnal Manajemen dan Organisasi, volume 16, nomor 2, halaman 198–214, Mei 2025. doi: 10.29244/jmo.v16i2.57722.
Kristin, Jessica, Maria Widiyanti, Muhammad Saggaff Shihab, dan Andini Rosa, “The Influence of Online Consumer Reviews, Prices, and Consumer Trust on Online Purchase Decisions for Skincare Products on Shopee,” Enrichment: Journal of Multidisciplinary Research and Development, volume 2, nomor 5, halaman 202–208, Agustus 2024. doi: 10.55324/enrichment.v2i5.140.
Nanda Pratama, Lestari Satria, dan Hadi, “Price Sensitivity and Trust in E-Commerce Purchase Decisions,” Jurnal Bisnis Digital, vol. 5, no. 1, hlm. 20–29, 2023.
Solomon, Michael R., Consumer Behavior: Buying, Having, and Being, Edisi ke-13. United Kingdom: Pearson, 2020.
Mawardhany, Siti Khadijah, dan Umi Soebiantoro, “The Influence of Online Customer Reviews and Promotions on Purchase Intentions of Wardah Cosmetic Products on Shopee in Surabaya,” Formosa Journal of Multidisciplinary Research, volume 4, nomor 1, halaman 317–330, Januari 2025. doi: 10.55927/fjmr.v4i1.13142.
Hidayat, Putri Amelia, Laila Tri Berampu, dan Taufiqurrahman, “The Influence of Online Reviews and Online Ratings on Consumer Purchase Decisions of Somethinc Products in Pekanbaru Area with Korean Wave as a Moderating Variable,” Asian Journal of Management Analytics, volume 4, nomor 3, halaman 1097–1112, Juli 2025. doi: 10.55927/ajma.v4i3.14897.
Putri, Dwi Yuliana, Heni Juli Astuti, Eka Handayani, dan Tri Haryanto, “The Role of Product Quality, Customer Reviews, Ratings, and Electronic Word of Mouth in Shaping Purchase Decisions for Skintific Products on Shopee,” Asian Journal of Management Analytics, volume 4, nomor 1, halaman 33–50, Januari 2025. doi: 10.55927/ajma.v4i1.12573.
Schiffman, Leon G., dan Joseph Wisenblit, Consumer Behavior, Edisi ke-12. Harlow, United Kingdom: Pearson, 2018
Saputra, Nico Febri, dan Anna, Nur Faidah. “Pengaruh inovasi produk dan kualitas produk terhadap keputusan pembelian konsumen dengan kualitas pelayanan sebagai variabel moderating,” Jurnal Sains Manajemen dan Kewirausahaan, volume 6 nomor 2, halaman 520-524, 2022.
Fitriani, Dewi Komala Sari, and Mochamad Rizal Yulianto, “Peran Brand Ambassador, Brand Image, dan Product Quality terhadap Keputusan Pembelian Produk Scarlett Whitening di Sidoarjo,” Jurnal Pendidikan dan Ekonomi, vol. 13, no. 1, 2025, doi: 10.24127/jp.v13i1.10887.
Putri, Dini Windya, Satrio Sudarso, dan Lilik Indayani, “Pengaruh Pemasaran Influencer, Citra Merek, dan Kualitas Produk terhadap Keputusan Pembelian Produk Scarlett Whitening di Kota Sidoarjo,” PERMANA: Jurnal Perpajakan, Manajemen, dan Akuntansi, vol. 17, no. 3, 2026, doi: 10.24905/permana.v17i3.1415.
Supriadi, Yudi Nur, dan Fadlan Pramudito, “Optimizing Purchasing Decisions Through Digital Marketing and Online Reviews: Consumer Trust as a Key Mediator,” Jambura Economic Education Journal, vol. 7, no. 1, hlm. 127–139, Jan 2025, doi: 10.37479/jeej.v7i1.25499.
Imansyah Bagus dan Hery Pudjoprastyono, “Kualitas Produk dan Persepsi Harga terhadap Keputusan Pembelian,” Jurnal Manajemen dan Bisnis (JOMB), vol. 5, no. 1, 2023, doi: 10.31539/jomb.v5i1.5271.
Rizki, Hendra, Anisa Fitri, dan Muhammad Andi, “Peran Kepercayaan dalam Mempengaruhi Hubungan Electronic Word of Mouth dan Citra Merek terhadap Keputusan Pembelian di Marketplace,” Jurnal Ilmiah Manajemen, Bisnis dan Kewirausahaan, volume 5, nomor 2, halaman 75–95, Juni 2025. doi: 10.55606/jurimbik.v5i2.1019.
Amin, Rizky Amalia. Ugy Soebiantoro, dan Virginia Mandasari. “Pengaruh E-WOM dan Kualitas Produk Terhadap Keputusan Pembelian Cream Blush Wardah Colorfit di Kota Surabaya,” Jurnal Riset Pendidikan Ekonomi, vol. 10, no. 2, hlm. 191–199, Nov 2025, doi: 10.21067/jrpe.v10i2.12110.
Nursafaah, Aini, dan Muhammad, Wildan Khaerudin, “Pengaruh Ulasan Online, Rating dan Tagline terhadap Pembelian dengan Kepercayaan Konsumen,” Entrepreneur: Jurnal Bisnis Manajemen dan Kewirausahaan, vol. 6, no. 2, hlm. 214–228, Jul 2025, doi: 10.31949/entrepreneur.v6i2.15189.
Nahera, Fikna; dan Tri Yulistyawati Evelina.“Pengaruh Online Consumer Review dan Price Discount Terhadap Keputusan Pembelian Konsumen Marketplace Shopee di Kota Malang,” Jurnal Aplikasi Bisnis, vol. 9, no. 1, hlm. 14–19, Jun 2023, doi: 10.33795/jab.v9i1.543.
Yanti, Desma, Nonita Kristya Ningsih, Johan Gunady Ony, dan Shinta Putri Suhalim, “The Influence of Online Customer Reviews and Online Customer Ratings on Product Purchase Decisions on The Tokopedia Marketplace,” Jurnal Pemasaran Kompetitif, vol. 7, no. 2, hlm. 241–249, Feb 2024, doi: 10.32493/jpkpk.v7i2.40083.
Kurniawan, Fahreza Rafliansyah, Mas Oetarjo, dan Satrio Sudarso, “Pengaruh Live Streaming, Online Customer Review dan Voucher Gratis Ongkir terhadap Keputusan Pembelian di Marketplace Shopee pada Mahasiswa Universitas Muhammadiyah Sidoarjo,” Jurnal Administrasi dan Manajemen, vol. 1, hlm. 532-543, 2025.
Sugiyono, Metode Penelitian Kuantitatif, Kualitatif, dan R&D. Bandung: Alfabeta, 2022.
Sekaran, Uma dan Roger Bougie. Research Methods for Business: A Skill-Building Approach. Edisi ke-8. Chichester, UK: John Wiley & Sons, 2019.
Hair Jr., Joseph F., G. Tomas M. Hult, Christian M. Ringle, dan Marko Sarstedt, A Primer on Partial Least Squares Structural Equation Modeling (PLS-SEM), 2nd ed. Thousand Oaks, CA: Sage Publications, 2018.
Downloads
Additional Files
Posted
Categories
License
Copyright (c) 2026 UMSIDA Preprints Server
This work is licensed under a Creative Commons Attribution 4.0 International License.
