Article Per Year (5 Year)
p-Index From 2021 - 2026
0.23
P-Index
This Author published in this journals
All Journal Widya Balina :Jurnal Ilmu Pendidikan dan Ekonomi
Hapsari May Indriani
Unknown Affiliation
Economics, Econometrics & Finance

Published : 1 Documents Claim Missing Document
Claim Missing Document
Check
Articles

Found 1 Documents
Search

 1 
PENGARUH JUMLAH ULASAN, RATING REVIEW ONLINE DAN HARGA TERHADAP KEPUTUSAN PEMBELIAN PRODUK MAYBELLINE PADA MARKETPLACE LAZADA Hapsari May Indriani; Wulan Purnamasari
Widya Balina Vol. 10 No. 2 (2025): Widya Balina - Jurnal Ilmu Pendidikan dan Ekonomi
Publisher : widya balina

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.53958/wb.v10i2.895

Abstract

This study aims to analyze the influence of the number of reviews, online review ratings, and price on the purchasing decisions of Maybelline cosmetic products on the Lazada marketplace, using a case study of consumers in Wringinanom. The rapid development of digital technology has transformed consumer behavior in online shopping, where customer reviews and ratings have become essential considerations before making a purchase. Additionally, price plays a crucial role in influencing final purchase decisions. This research uses a quantitative approach with an explanatory research type. Data were collected through questionnaires distributed to 96 respondents who had purchased Maybelline products on Lazada. The data analysis techniques used include validity and reliability tests, multiple linear regression, t-test, F-test, and the coefficient of determination, processed with SPSS version 25. The results indicate that partially, the number of reviews, online review ratings, and price significantly influence purchasing decisions. Simultaneously, all three variables have a significant impact on purchasing decisions for Maybelline products on the Lazada marketplace. These findings provide important implications for online businesses to pay closer attention to customer reviews and pricing strategies to better influence consumer purchase behavior.
Co-Authors Wulan Purnamasari