Author:
Wicaksana Pampresa Nadya,Sarnianto Prih
Abstract
This study aims to determine whether there is an influence of service quality, online customer reviews, and ratings on the purchasing decisions of skincare cosmetics online. The research uses a quantitative approach with an explanatory or causal design to explain how one variable affects changes in another, with the research object being female internet users aged 24-44 years. The sample size used in this study is 100 respondents. The method used is computerized media program SPSS 20.00. The results show a positive relationship between service quality and online customer reviews on purchasing decisions. However, ratings do not have a positive impact on purchasing decisions. Nonetheless, together, service quality, online customer reviews, and ratings have a positive influence on purchasing decisions due to other unobserved independent variables, such as product costs, human resources, processes, and physical evidence.
Publisher
International Journal of Innovative Science and Research Technology
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