THE INFLUENCE OF ONLINE CUSTOMER REVIEWS ON THE PURCHASE DECISION OF ELLA SKINCARE PRODUCTS IN SEMARANG CITY

Authors

  • Adelia Putri Ayu Mukti Universitas Wahid Hasyim Semarang
  • Innarotul Ulya Universitas Wahid Hasyim Semarang
  • Dimas Madu Nasrullah Universitas Wahid Hasyim Semarang
  • Muhammad Nasir Universitas Wahid Hasyim Semarang
  • Ratih Pratiwi Universitas Wahid Hasyim Semarang

Keywords:

online customer review, purchase decision

Abstract

Nowadays, skincare has become an important part of maintaining skin health, especially for women who want optimal beauty. This study aims to examine whether reviews given by customers online affect the purchase decision of Ella Skincare products by consumers in Semarang City. The data analysis method was carried out through sampling and research population, followed by distributing questionnaires to the people of Semarag City who had purchased Ella Skincare products. In this study, the population studied includes all users of Ella Skincare products in Semarang City, with a sample of 95 respondents. The results of this study indicate that online reviews from customers have a positive and significant impact on purchase decisions.

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Published

2024-10-16

How to Cite

Adelia Putri Ayu Mukti, Innarotul Ulya, Dimas Madu Nasrullah, Muhammad Nasir, & Ratih Pratiwi. (2024). THE INFLUENCE OF ONLINE CUSTOMER REVIEWS ON THE PURCHASE DECISION OF ELLA SKINCARE PRODUCTS IN SEMARANG CITY. International Conference on Islamic Economics (ICIE), 1(1), 121–129. Retrieved from https://proceeding.uingusdur.ac.id/index.php/icie/article/view/2541

Issue

Vol. 1 (2024): The 1st International Conference on Islamic Economics (ICIE)

Section

Articles