Pengaruh online customer review dan product quality terhadap purchase decision dengan brand trust sebagai variabel mediasi pada produk facial wash MS Glow
DOI:
https://doi.org/10.26740/jim.v13n3.p796–811Kata Kunci:
kepercayaan merek, ulasan konsumen online, kualitas produk, keputusan pembelianAbstrak
Perubahan posisi merek MS Glow di industri kecantikan lokal menunjukkan adanya dinamika yang perlu diperhatikan. MS Glow sempat menempati posisi pertama di tahun 2022, namun turun ke posisi kedua di tahun 2023, dan terus menurun ke posisi keempat di pertengahan tahun 2024. Penurunan ini dipengaruhi oleh keluhan konsumen, seperti jerawat yang berkepanjangan, dan penurunan kualitas produk, serta meningkatnya ketergantungan pada ulasan online dalam mengambil keputusan pembelian. Berdasarkan asumsi tersebut, penelitian ini berusaha untuk menyelidiki dampak dari ulasan pelanggan secara online dan kualitas produk terhadap keputusan pembelian, dengan kepercayaan merek sebagai variabel mediasi pada produk facial wash MS Glow. Penelitian ini menggunakan pendekatan kuantitatif dengan menyebarkan kuesioner kepada 220 responden wanita berusia 18-35 tahun yang membeli produk melalui toko online. Data dianalisis dengan menggunakan metode Structural Equation Modeling (SEM) dengan bantuan software SmartPLS 3.0. Hasil penelitian menunjukkan bahwa (1) online customer review berpengaruh positif dan tidak signifikan terhadap brand trust, (2) online customer review berpengaruh positif dan signifikan terhadap purchase decision, (3) product quality berpengaruh positif dan signifikan terhadap brand trust, (4) product quality berpengaruh positif dan signifikan terhadap purchase decision, (5) brand trust berpengaruh positif dan signifikan terhadap purchase decision, (6) brand trust tidak memediasi pengaruh online customer review terhadap purchase decision, (7) brand trust memediasi pengaruh product quality terhadap purchase decision.
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