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All Journal Jurnal Bisnis Darmajaya Aurelia: Jurnal Penelitian dan Pengabdian Masyarakat Indonesia
Amellia, Monica
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Humanities Computer Science & IT Decision Sciences, Operations Research & Management Education Law, Crime, Criminology & Criminal Justice Social Sciences

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Journal : Jurnal Bisnis Darmajaya

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Pengaruh Online Customer Review dan Brand Image terhadap Purchase Decision Produk Scarlett Whitening di Tiktok Shop (Studi Kasus Pada Mahasiswa Fakultas Ekonomi dan Bisnis Program Studi Manajemen) Sanida, Nurissanida; Amellia, Monica; Ali Alam, Iskandar
Jurnal Bisnis Darmajaya Vol. 10 No. 2 (2024): Jurnal Bisnis Darmajaya
Publisher : Lembaga Penelitian dan Pengabdian kepada Masyarakat (LPPM)

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.30873/jurnalbisnis.v10i2.815

Abstract

The aim of this study is to determine how abstrac Online Customer Reviews and Brand Image affect the Purchase Decision of Scarlett Whitening products on Tiktok Shop. The research design was carried out using quantitative methods. The number of research samples consisted of 70 respondents, which was obtained by applying the Nonprobability Sampling method through a purposive sampling approach. Data was obtained through questionnaires. The techniques applied in data analysis are classical assumption test, multiple linear regression, t-test, F test, and determination coefficient (R2). The results of this study indicate that online customer reviews do not have a significant influence on the purchase decision of Scarlett Whitening products and Brand Image has a significant influence on the purchase decision of Scarlett Whitening products. In addition, Online Customer Reviews and Brand Image have a simultaneous influence on Scarlett Whitening's product purchase decisions.
Co-Authors Ali Alam, Iskandar DK, Angelica Maharani Imelya, Jingga Sanida, Nurissanida Syahril Daud