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All Journal Formosa Journal of Multidisciplinary Research (FJMR)
Mawardhany, Shelomitha Kumala
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Civil Engineering, Building, Construction & Architecture Computer Science & IT Decision Sciences, Operations Research & Management Education Social Sciences

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The Influence of Online Customer Reviews and Promotions on Purchase Intentions of Wardah Cosmetic Products on Shopee in Surabaya Mawardhany, Shelomitha Kumala; Soebiantoro, Ugy
Formosa Journal of Multidisciplinary Research Vol. 4 No. 1 (2025): January 2025
Publisher : PT FORMOSA CENDEKIA GLOBAL

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.55927/fjmr.v4i1.13142

Abstract

Skin and body care products are increasingly important to support appearance, driving the growth of the cosmetics industry in Indonesia. One of the popular brands is Wardah. Shopee, as the most popular marketplace in Indonesia, offers the convenience of contactless shopping and practical payment methods. This study aims to analyze the influence of Online Customer Review (OCR) and promotions on purchasing interest in Wardah cosmetics on Shopee Surabaya. Data were collected through a Google Form questionnaire with a non-probability sampling method and involved 100 respondents. Data analysis used the bootstrapping method with SMARTPLS 3. The results show that OCR and promotions have a positive effect on purchasing interest in Wardah cosmetic products on Shopee.
Co-Authors Soebiantoro, Ugy