Netania, Nafisy (2022) Pengaruh Online Customer Review, Testimoni,dan brand Ambassador Terhadap keputusan Pembelian Produk Skincare Scarlett Whitening. Undergraduate thesis, Universitas Katolik Darma Cendika.
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Abstract
Technological developments are growing rapidly and bring about changes for many people. Product fraud in the online era still occurs, now technology that continues to develop can support the emergence of various features to make it easier for customers to shop online to minimize fraud problems related to products and to be able to add information before consumers decide to buy. Now one of the businesses that is trending and experiencing an increase in Indonesia, one of which is skincare which is currently trending, where one of them is local skincare that is able to occupy the number two position in the best-selling local skincare brand in e-commerce. This study aims to determine whether or not there is an influence of online customer reviews, testimonials, and brand ambassadors on purchasing decisions for Scarlett Whitening skincare products. The data collection technique used by the researcher is by distributing online questionnaires via Google form. The population in this study were UNAIR Campus C students, UKDC students, and UKWM Kalijudan Surabaya students who had purchased Scarlett Whitening skincare products. This study uses a purposive sampling method with a sample of 75 respondents. The data in this study were processed using SPSS 22 for Windows From the results of the statistical test research, it shows that all statement items in the questionnaire are declared valid with rcount > rtable, then all variables are declared reliable with Cronbach's alpha value > 0.60. The results of the Normality Test of the Kolmogorov Smirnov method showed that the data used in this study were normally distributed. Multicollinearity test results also show that there is no symptom of multicollinearity between independent variables in the regression model. The results of the Heteroscedasticity Test concluded that the three variables did not have heteroscedasticity symptoms. The results of the multiple linear regression equation in this study are Y = 2.191 + 0.239.X1 + 0.301.X2 + 0.092.X3, then the magnitude of the influence of online customer reviews, testimonials, and Brand Ambassadors on purchasing decisions for Scarlett Whitening skincare products based on the Adjusted Rsquare value is equal to 53.0%. The results of the t-test data analysis showed that the online customer review and testimonial variables had a significant effect on purchasing decisions for Scarlett Whitening skincare products, while the Brand Ambassador variable had no effect on purchasing decisions for Scarlett Whitening skincare products.
| Item Type: | Thesis (Undergraduate) | ||||||||
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| Uncontrolled Keywords: | Online Customer, Testimonials, and Brand Ambassador, Purchasing Decisions | ||||||||
| Subjects: | H Social Sciences > HB Economic Theory | ||||||||
| Divisions: | Fakultas Ekonomi > Prodi Manajemen | ||||||||
| Depositing User: | Tegar Wiratama | ||||||||
| Date Deposited: | 06 Mar 2025 06:50 | ||||||||
| Last Modified: | 06 Mar 2025 06:50 | ||||||||
| URI: | http://repositori.ukdc.ac.id/id/eprint/1319 |
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