Pengaruh Citra Merek dan Online Customer Review Terhadap Keputusan Pembelian Scarlett Acne Serum Melalui Kepercayaan Pada Gen Z

Abstract

This study aims to analyze the effect of brand image and online customer reviews on purchase decisions with trust as an intervening variable on Scarlett Acne Serum. This research uses a quantitative approach with an explanatory research method. The sample in this study consists of 275 respondents selected using a purposive sampling technique and analyzed using SEM-PLS. The results show that brand image and online customer reviews have a positive and significant effect on trust. In addition, brand image and online customer reviews also have a positive and significant effect on purchase decisions. Trust is proven to have a positive and significant effect on purchase decisions. Furthermore, trust is able to mediate the effect of brand image and online customer reviews on purchase decisions.These findings indicate that trust is an important factor in increasing purchase decisions. Therefore, companies need to maintain brand image and effectively manage customer reviews in order to enhance consumer trust and purchase intention. Keywords: Brand Image, Online Customer Review, Trust, Purchase Decision, SEM- PLS.