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All Journal International Journal of Nusantara Islam Syntax Literate: Jurnal Ilmiah Indonesia Al-Mashlahah: Jurnal Hukum Islam dan Pranata Sosial International Journal of Social Service and Research Journal Of World Science Indonesian Journal of Business Analytics (IJBA) Return : Study of Management, Economic and Bussines Indonesian Journal of Advanced Research (IJAR) International Journal of Nusantara Islam Journal of Management, Economic, and Financial
May Dedu
Universitas Suwadaya Gunung Jati Cirebon
Religion Arts Humanities Civil Engineering, Building, Construction & Architecture Computer Science & IT Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Engineering Environmental Science Health Professions Languange, Linguistic, Communication & Media Law, Crime, Criminology & Criminal Justice Social Sciences Other

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Journal : Indonesian Journal of Advanced Research (IJAR)

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Online Customer Reviews and Online Customer Ratings on Product Purchasing Decisions Skintific through Customer Trust Sari, Rakhma; Kusmawati, Rengganis; Dedu, May; Agustina, Agustina
Indonesian Journal of Advanced Research Vol. 4 No. 7 (2025): July 2025
Publisher : PT FORMOSA CENDEKIA GLOBAL

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.55927/ijar.v4i7.14517

Abstract

The rapid growth of Indonesia’s cosmetics industry is influenced by increasing skincare awareness. This study examines the impact of Online Customer Review and Online Customer Rating on Purchasing Decision, with Consumer Trust as a mediating variable. Using a quantitative method, data were collected from 167 Instagram users who had purchased Skintific products. Analysis via Partial Least Square with SmartPLS 3.0 reveals that both Online Customer Review and Online Customer Rating significantly affect Purchasing Decision, directly and indirectly through Consumer Trust. Consumer Trust strengthens the relationship between review, rating, and purchase. These findings highlight the need for strong reputation management to foster trust and boost loyalty, ultimately enhancing sales in the cosmetics sector.
The Effect of Design, Packaging, and Promotion on Consumer Purchase Intention at Tiya Fashion Store Aditiya, Cristian; Nurrahman, Adithia; Dedu, May; Agustina, Agustina
Indonesian Journal of Advanced Research Vol. 4 No. 7 (2025): July 2025
Publisher : PT FORMOSA CENDEKIA GLOBAL

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.55927/ijar.v4i7.14880

Abstract

This study had the aim to examine the effect of product design, packaging, along with promotion on consumer purchase intention at the Tiya Fashion online store. A quantitative approach was used with data processing using the PLS-SEM method. The findings revealed that all independent variables significantly affect purchase intention. Among the three variables, promotion is the dominant factor driving consumers’ purchasing decisions, while design and packaging have lower contributions. The research model is considered appropriate and free from multicollinearity issues. These findings indicate the importance of strengthening promotional strategies, particularly through digital channels, as an effective step to increase sales conversion. This study provides strategic recommendations for online fashion business actors, especially MSMEs, in designing more targeted and impactful marketing approaches.
Co-Authors Aditiya, Cristian Agustina Amrullah, Amir Arkhan Fitriyani, Fayza Nandika Hanifa, Dhiany Nurhasanah Harits Hasan Baisa Izzuddin, Ihya Raihan Khasanah, Silvy Ahwattun Kusmawati, Rengganis Lulu Hanifah Lusyana, Griesthalia Cantik Misbak, Misbak Muhajirin Muhajirin Naufal Thoriq Akbar Nugraha, Muhammad Rivaldhie Juniar Nur Intan Nurjannah, Ika Nurjannah Nurrahman, Adithia Permana, Romi Safitri, Della Ayu Safitri, Kurnaesih Sari, Rakhma Sobari, Rafly Alfikri