PENGARUH BEAUTY INFLUENCER, KUALITAS PRODUK DAN ONLINE CUSTOMER REVIEW TERHADAP KEPUTUSAN PEMBELIAN PRODUK KOSMETIK LIP CREAM HANASUI (Studi Kasus Pada Masyarakat Dusun III Desa Buntu Bedimbar Tanjung Morawa)

Abstract

The purpose of this study was to examine how online customer evaluations, product quality, and beauty influencers influence consumer decisions to purchase Hanasui Lip Cream cosmetics in the Dusun III Community, Buntu Bedimbar Village, Tanjung Morawa. There were 1,208 women in Dusun III who became the study population. Thus, 92 respondents were obtained when the sample size for this study was determined using the Slovin algorithm. This study took a quantitative approach to data analysis. Respondents were given a questionnaire as part of the data collection process. Multiple linear regression using SPSS software was the analysis strategy used in this study. The results of the t-test showed that, for Hanasui Lip Cream cosmetic products in the Dusun III community, Buntu Bedimbar Village, Tanjung Morawa, online customer reviews did not have a positive and significant impact on purchasing decisions, product quality, and beauty influencers did not have a positive and significant impact on purchasing decisions. Simultaneously, it does not affect purchasing decisions but can also influence purchasing decisions for Hanasui Lip Cream cosmetics in the Dusun III Community, Buntu Bedimbar Village, Tanjung Morawa. In the Dusun III Community, Buntu Bedimbar Village, Tanjung Morawa. Simultaneously does not affect the purchasing decision but can also influence the purchasing decision of Hanasui lip cream cosmetics in the community of Dusun III, Buntu Bedimbar Village, Tanjung Morawa. With an adjusted determination coefficient (R Square) value of 0.399, the independent variable is able to represent 39.9% of the dependent variable, while other variables not included in the study represent the remaining 100% (100% - 39.9% = 60.1%). Keywords: Beauty Influencer, Purchasing Decisions, Product Quality, Online Customer Review.