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

Abstrak

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.