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All Journal Jurnal Riset Pendidikan Ekonomi
Ayu Pramesti, Aulia
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Economics, Econometrics & Finance Education Social Sciences

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Pengaruh Kualitas Produk dan Online Customer Review Terhadap Keputusan Pembelian Produk Hand & Body Lotion Vaseline Gluta-Hya di Kota Surabaya Ayu Pramesti, Aulia; Soebiantoro, Ugy; Mandasari, Virginia
Jurnal Riset Pendidikan Ekonomi Vol. 10 No. 2 (2025): OKTOBER 2025
Publisher : Fakultas Ekonomika dan Bisnis, Universitas Kanjuruhan Malang

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.21067/jrpe.v10i2.12111

Abstract

Marketing plays a vital role in business success, where well-designed strategies such as high product quality and online customer reviews serve as a key determinants of consumer purchasing decisions. This study aims to examine the influence of product quality and online customer reviews on purchasing decisions for Vaseline Gluta-Hya hand & body lotion in Surabaya. A quantitative approach was employed, using purposive sampling with a total of 98 respondents. Data were analyzed using the PLS-SEM method with the assistance of SmartPLS version 4. The results show that both product quality and online customer reviews have a positive and significant effect on purchasing decisions. These findings indicate that consumers of Vaseline Gluta-Hya tend to choose products that offer tangible benefits and added value compared to competing products in the market. Moreover, online customer reviews serve as a crucial source of information for consumers in evaluating the product’s quality, strengths, and weaknesses.
Co-Authors Mandasari, Virginia Soebiantoro, Ugy