The Effect of Online Customer Reviews and Brand Image on Purchase Decisions of Glad2Glow Skincare Product Among Generation Z in Samarinda
DOI:
https://doi.org/10.30872/miceb.v7i1.15565Keywords:
Online Customer Review, Brand Image, Purchase Decision, Generation ZAbstract
This study aims to determine the effect of online customer reviews and brand image on purchasing decisions of Glad2Glow skincare Products among Generation Z in Samarinda. This research employs a quantitative approach using a survey method. The questionnaire was distributed online using a Likert scale of 1-5. Data analysis technique included Instrument Testing (Validity and Reliability Tests), Classical Assumption Tests, Hypothesis Testing, and Multiple Linear Regression Analysis with the help of the SPSS application. Based on a survey of 140 Generation Z respondents in Samarinda selected through purposive sampling, this study found that Online Customer Reviews and Brand Image have a positive and significant effect on Purchase Decisions. These findings indicate that the better the online reviews and brand image of a product, the higher the consumers’ purchasing decisions. Therefore, Glad2Glow needs to improve its business strategy by continuing to maintain its brand image and utilizing online customer reviews as an indirect promotional medium effectively so that consumer purchasing decisions increase
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