<![CDATA[The Influence of Brand Image, Online Reviews and Product Quality on Purchasing Decisions through Purchase Intention of Posh Perfume Products among Students of the Faculty of Economics and Business, Abdurachman Saleh University Situbondo. The development of digital technology has changed consumer behavior in obtaining information before making a purchase. Consumers tend to consider brand image, online reviews, and product quality as the basis for determining purchase intention and purchasing decisions. This phenomenon also occurs among students of the Faculty of Economics and Business, Abdurachman Saleh University Situbondo in buying Posh perfume products. This study aims to analyze and examine the influence of brand image, online reviews, and product quality on purchasing decisions through purchase intention of Posh perfume products among students of the Faculty of Economics and Business, Abdurachman Saleh University Situbondo. This research is quantitative research with an explanatory approach. The population of this study was students of the Faculty of Economics and Business, Abdurachman Saleh University Situbondo who use Posh perfume products. The sampling technique used purposive sampling. Data analysis and hypothesis testing were carried out using the Structural Equation Model–Partial Least Square (PLS-SEM). The results showed that brand image and product quality had a significant effect on purchase intention, while online reviews did not have a significant effect on purchase intention. In purchasing decisions, online reviews had a significant effect, while brand image, product quality, and purchase intention did not have a significant effect. The results of indirect effect testing showed that purchase intention was not able to mediate the influence of brand image, online reviews, and product quality on purchasing decisions of Posh perfume products. The findings of this study indicate that online reviews become a more dominant factor in influencing purchasing decisions, while brand image and product quality play a greater role in increasing consumer purchase intention.]]>
