PENGARUH ONLINE COSTUMER REVIEW DAN CUSTOMER RATING TERHADAP KEPUTUSAN PEMBELIAN PRODUK KOSMETIK DI SOCIOLLA

Fitriani Latief, Nirwana Ayustira

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Penelitian ini dimaksudkan untuk mengetahui pengaruh On-line Customer Review dan Customer Rating keputusan pembelian produk kosmetik di Sociolla dengan mengambil 100 konsumen sebagai sampel penelitian. Hasil penelitian ini membuktikan bahwa secara parsial terbukti jika Costumer Review dan Customer rating berpengaruh terhadap keputusan pembelian produk kosmetik di Sociolla. Penelitian ini juga membuktikan secara simultan sikap, On-line Customer Review dan Customer Rating keputusan pembelian produk kosmetik di Sociolla.

Dari hasil analisa data membuktikan bahwa on line Customer Review merupakan variabel yang paling dominan mempengaruhi keputusan pembelian produk kosmetik di Sociolla

Kata kunci : Customer Review, Customer Rating, Keputusan Pembelian

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Referensi


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DOI: https://doi.org/10.1234/mirai.v6i1.696

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