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All Journal Jurnal Manajemen dan Organisasi MANAJEMEN IKM: Jurnal Manajemen Pengembangan Industri Kecil Menengah Jurnal Manajemen dan Agribisnis JURNAL ANALISIS KEBIJAKAN KEHUTANAN JAM : Jurnal Aplikasi Manajemen Indonesian Journal of Business and Entrepreneurship (IJBE) Jurnal Aplikasi Bisnis dan Manajemen (JABM) E-Journal Binus Business Review KOLEGIAL : Jurnal Manajemen, Bisnis, dan Akuntansi International Journal of Social Science and Business JURNAL PANGAN Jurnal EMA (Ekonomi Manajemen Akuntansi) Jurnal Locus Penelitian dan Pengabdian Journal Of Sustainability Perspectives Jurnal Sosial dan Humanis Sains Journal of Sustainability Perspectives Eduvest - Journal of Universal Studies Islamic Economics Methodology IIJSE Buletin Pos dan Telekomunikasi Jurnal Ekonomi, Bisnis & Entrepreneurship (e-Journal)
Slamet, Alim Setiawan
Departemen Manajemen Fakultas Ekonomi Dan Manajemen, Institut Pertanian Bogor
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Journal : Jurnal EMA (Ekonomi Manajemen Akuntansi)

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The Influence of Online Customer Review and Rating on Purchase Decisions of L'oréal Product Hasna, Najmah Nurlaila; Slamet, Alim Setiawan; Sembiring, Indra Refipal
JURNAL EMA (Ekonomi Manajemen Akuntansi) Vol 10, No 1 (2025): JUNI
Publisher : Universitas Merdeka Pasuruan

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.51213/ema.v10i1.487

Abstract

Advances in technology, information, and communication, particularly the internet in the 21st century, have created new opportunities for companies to optimize their online marketing strategies. L’Oréal Paris, a leading global cosmetics brand, has transitioned from offline to online sales. Ecommerce platforms provide review and rating features that enable consumers to give feedback on products and services, including details about condition, authenticity, quality, and product suitability. This study aims to analyze the impact of online customer reviews and ratings on the purchasing decisions for L'Oréal products. This research was conducted from June to July 2024, involving 402 respondents using a non probability sampling technique and purposive sampling method. Primary data collected through questionnaires and secondary data from literature studies. The data analysis methods employed were descriptive analysis and SEM-PLS. The results of this study indicate that online customer reviews and ratings have a significant and positive impact on purchase decisions.
Co-Authors Agus Purwito Anas Miftah Fauzi Anas, Winnie Pratiwi Anggareni, Elisa Anggraini Sukmawati Arif Satria Assegaff, Helmy Dewi, Farida Ratna Didin Jamaludin Eka Kresno Dianti Ekananta, Arry Eko Ruddy Cahyadi Elisa Anggraeni Elisa Anggraeni, Elisa Falahy, Unwan Faqih Udin dan Jono M. Munandar Meivita Amelia Farhana, Farhana Fatih Rizqiah Fatma Saqdiah Firmansjah S Furqon Syarief Hidayatulloh Gusmia Arianti Hariyadi, Effi Hasanah Sarjono, Atina Hasna, Najmah Nurlaila Hermailinda Evianisa Heti Mulyati Indra Refipal Sembiring ISKANDAR ZULKARNAEN SIREGAR Jumady Sinaga Kautsar, Muhardi Ahmad Kinda Rizki Kinda Rizki Widianti Kosasih, Akhmad Kurniadewi, Yogtavia Indah Lindawati Kartika Lumban Benget Hutajulu M. Azka Kesuma Wardana Marimin , Marimin Marimin Meidy Rachmalia Mokhamad Syaefudin Andrianto Musa Hubeis Mush’ab Ihsan Mu’tashim Pradana, Anang Kartika Pramulya, Bagus Putra, Heriansyah PWK, Dennis Saputra R.Dikky Indrawan Rabbani, Ahmad Dzaki Ratna Wulan Sari Sri Ariyanti Stevia Septiani Wita Juwita Ermawati