THE EMOTIONAL EDGE OF SKINCARE BRANDS IN ONLINE REVIEWS: IMPACT ON PURCHASE DECISIONS

Abstract

Objective: This study aims to investigate the impact of online reviews on the intention to purchase skincare products in Indonesia, emphasizing emotional value as a novel moderating factor in this relationship. Research Design & Methods: The study employs a quantitative research design using a survey methodology. Data were collected from 257 respondents, and PLS-SEM (Partial Least Squares SEM) was used to analyze the results. Findings: The study found that source credibility, review valence, and review quantity significantly influence purchase intention. Additionally, emotional value amplifies the positive effects of these factors, offering deeper insights into its role in shaping consumer decisions. Implications and Recommendations: The findings suggest that marketers should prioritize not only enhancing the credibility of online reviews but also leveraging the positive impact of review valence and review quantity to boost purchase intention. Marketers can enhance review credibility by collaborating with trusted influencers or ensuring reviews come from verified users. Positive review valence can be achieved by encouraging satisfied customers to share their experiences, while increasing review quantity can be accomplished by incentivizing customers to leave feedback. These combined strategies, focusing on credibility, sentiment, and quantity, can significantly influence consumer decisions, creating stronger emotional connections and driving purchase intentions. Contribution & Value Added: This study is one of the few that explores the moderating effect of emotional value on the relationship between online reviews and purchase intention, filling an existing gap in understanding emotional factors in consumer behavior. It provides valuable contributions to academic literature and offers practical strategies for marketers in Indonesia’s rapidly growing skincare industry.