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Fery Setiawan
Universitas Mercu Buana
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Journal : WIDYA MANAJEMEN

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Keterkaitan Online Customer Rating, Live Streaming dan Brand Experience Terhadap Keputusan Pembelian Skintific Diniah, Zahrotu; Setiawan, Fery; Ayuningtyas, Eka Destriyanto Pristi
Widya Manajemen Vol. 7 No. 2 (2025): Widya Manajemen
Publisher : UNHI Press

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.32795/3022s410

Abstract

This study is useful for exploring the impact of online consumer reviews, live streaming, and brand experience on the shopping accuracy of Skintific products on Shopee commerce, segmented. The background of the study is the high consumer interest in online skincare products and the utilization of digital features that have not yet been fully understood in terms of their effectiveness in driving shopping accuracy. This study employs a quantitative strategy through accidental sampling method on 112 respondents who have purchased Skintific products on Shopee. The evidence presentation is conducted using increasing linear regression supported by SPSS. The findings of the study show that all three variables significantly impact the purchasing decision, with brand experience being the dominant variable. This study suggests that business actors maximize digital features to build a strong brand experience. The limitations of this research include the scope of objects and the limited number of variables. Further research is recommended to explore other variables such as price, promotion, or the influence of influencers. .
Co-Authors Adi Santoso Afrida Nurmalasari, Afrida Ahmad Yudianto Ali Firdaus Ardi Sanjaya Aries Saifudin Ariyanto, Ayok Auliasari, Ria Windi Ayuningtyas, Angelica Beatris Ayuningtyas, Eka Destriyanto Pristi Bambang Wahrudin, Bambang Chasanah, Niswatun Deski Helsa Pane Dillon, Erloy Diniah, Zahrotu Dwi Kartika Apriyono Dyah Irnawati Ellyana, Nabila Sastika Elok Putri Nimasari, Elok Putri ernawati, etik Erni Anikasari Fakhrudin Rifai, Royyan Farisi, Ahmad Hafiz, Afdal Al Hendri Wijaya, Hendri Heni Susilowati Hidayat, Muhamad Syahrul Ibnutama, Khairi Indriani, Ella Jenny Sunariani, Jenny Julian Sahertian Julianita siregar, Siti Juni Handajani Kumala, Shelee Fransiska Kurniasih, Ranti Lailatizzahro, Nisa’u Laksana, Lintang Bayu Adi Latief Mooduto, Latief Lisdrianto Hanindriyo Lukis, Prima Agusti Lusiyanti, Lusiyanti Mhd Gilang Suryanata Mohammad Khafid Muh Anhar Naning Kristiyana, Naning Nobel Aqualo Nur Yanti, Nur Nurdianto, Arif Rahman Nurhayati, Anna Otto Fajarianto Prabandari, Paundra Fatikah Prakosa, Basma Rosandi Pratama, Arvin Arya Pratiwi, Anggun Anggraini Mila Pristi A., Eka Destriyanto Pristi, Eka Destriyanto Purwaningrum, Titis Purwaningsih, Titis Putri, Laras Dwi Linggarani Rahmawan, Dzanuar Rizal Fauzi Nurdianto Rohfin Andria Gestanti Rudi Irawan Rudi Irawan Rudy S. Saiful Nurhidayat, Saiful Salsabila, Aghnia Salma Siti Sunarintyas Sri Mulyati Suhartini Syaeful Bahri Syahputri, Astri Titi Rapini, Titi Titut Harnanik Toti Indrawati Trisna, Anita Xtisani Tuada, Anfal Husna Wahna Widhianingrum, Wahna Wahyudi Wahyudi Wicaksono, Dhimas Wijianto Wijianto Yulistiyani, Andriati Yusof, Ainuddin Yushar