<![CDATA[Perilaku konsumen mengalami perubahan saat mereka mempuat keputusan pembelian karena adanya perkembangan e-commerce. Konsumen mempertimbangkan banyak faktor sebelum memutuskan untuk membeli suatu produk, termasuk informasi yang mereka dapat dari online customer review dan kualitas produk. Tujuan dari penelitian ini adalah untuk mengevaluasi pengaruh online customer review dan kualitas produk terhadap keputusan pembelian produk Wardah di melalui Shopee di Kelurahan Rawa buaya, Jakarta Barat. Penelitian dilakukan dengan pendekatan kuantitatif, teknik pengambilan sampel purposive sampling. Rumus Lemeshiw digunakan untuk menghitung jumlah sampel, dan 100 orang resonden memnuhi kriteria penelitian uji validitas, reliabilitas, uji asumsi klasik, analissi regresi linier berganda, uji parsial (t), uji simultan (F), serta uji koefisien determinasi digunakan untuk menganalisis data yang dikumpulkan melalui penyebaran kuesioner yang kemudian dioleh menggunakan IBM SPSS versi 25. Hasil penelitian menunjukkan bahwa online customer review dan kualitas produk berpengaruh positif dan signifikan terhadap keputusan pembelian, baik secara parsial maupun simultan. Hasil ini menunjukkan bahwa online customer review dan kualitas produk adalah dua faktor utama yang memengaruhi keputusan konsumen dalam membeli produk Wardah melalui e-commerce. Penelitian ini diharapkan mampu membantu perusahaan guna membuat strategi pemasaran digital dengan mengelola online customer review dan kualitas produk guna mendorong konsumen untuk memlakukan pembelian produk Wardah. Consumer behavior has changed when they make purchasing decisions due to the development of e-commerce. Consumers consider many factors before deciding to buy a product, including information they get from online customer reviews and product quality. The purpose of this study is to evaluate the influence of online customer reviews and product quality on purchasing decisions for Wardah products through Shopee in Rawa Buaya Village, West Jakarta. The study was conducted with a quantitative approach using a purposive sampling method. The Lemeshiw formula was used to calculate the number of samples, and 100 respondents met the research criteria. Validity tests, reliability tests, classical assumption tests, multiple linear regression analysis, partial tests (t), simultaneous tests (F), and coefficient of determination tests were used to analyze the data collected through questionnaires which were then processed using IBM SPSS version 25. The results showed that online customer reviews and product quality had a positive and significant effect on purchasing decisions, both partially and simultaneously. These results indicate that online customer reviews and product quality are two main factors that influence consumer decisions in purchasing Wardah products through e-commerce. This research is expected to be able to help companies to create digital marketing strategies by managing online customer reviews and product quality to encourage consumers to purchase Wardah products.]]>
