<![CDATA[This study aims to analyze the impact of brand image, product bundling, and online customer reviews on consumer purchase decisions for Scarlett products in Bireuen Regency. This causal quantitative study involved 102 respondents selected through purposive sampling criteria: residing in Bireuen Regency, having purchased Scarlett products within the last 6 months, and actively reading online reviews. Primary data was gathered using a structured Likert scale (1-5) questionnaire distributed digitally. The data were processed using multiple linear regression analysis via SPSS version 26. The partial test results demonstrate that brand image positively and significantly influences purchase decisions (tcount = 2.462 > ttable = 1.660; sig = 0.016 < 0.05). Product bundling also exerts a positive and significant effect on purchase decisions (tcount = 2.503 > ttable = 1.660; sig = 0.014 < 0.05). Meanwhile, online customer reviews demonstrate the most dominant, positive, and significant impact on purchase decisions (tcount = 5.066 > ttable = 1.660; sig = 0.000 < 0.05). Simultaneously, all three independent variables significantly affect purchase decisions with Fcount = 76.963 > Ftable = 2.70 (sig = 0.000 < 0.05). The correlation coefficient (R = 0.838) indicates a strong relationship, and the coefficient of determination (R2 = 0.702) reveals that 70.2% of purchase decision variance is explained by these three predictors, while 29.8% is driven by external variables. ]]>
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