PENGARUH ONLINE COSTUMER REVIEW DI APLIKASI SOCO BY SOCIOLLA TERHADAP KEPUTUSAN PEMBELIAN PRODUK FACEWASH COSRX PADA @OHMY_BEAUTYBANK

Abstrak

This research aims to identify and analyze the influence of information quality and review characteristics of online customer reviews on the Sociolla application toward the purchase decision of COSRX facial wash products among followers of a beauty community. To answer the problem, this study applied a quantitative approach by distributing questionnaire instruments to one hundred respondents who met the criteria through a purposive sampling technique. All empirical data were analyzed using the multiple linear regression method. The results empirically prove that information quality and review characteristics, partially and simultaneously, provide a positive and highly significant influence on purchase decisions. These two independent variables jointly explain the variation in consumer purchase decisions by eighty-seven point one percent, with review characteristics emerging as the most dominant decision driver. Buyers are proven to process persuasive messages rationally by evaluating argument depth, while simultaneously processing them heuristically through psychological shortcuts such as reviewer credibility and available review quantity. In conclusion, online customer reviews are a crucial marketing instrument in eliminating doubts and accelerating shopping decisions. Platform managers and brand owners are highly recommended to continuously maintain the integrity of organic reviews as the main strategy to win market trust.

Kata kunci

• Elaboration Likelihood Model
• Information Quality
• ONLINE COSTUMER REVIEW
• Online Customer Review
• Review Characteristics
• purchase decision