Pengaruh Online Consumer Review dan Online Consumer Experience oleh Beauty Vlogger Terhadap Keputusan Pembelian Konsumen

Abstract

This study aims to determine the influence of online consumer reviews and online consumer experience by beauty vlogger on the consumer’s purchase decisions. This research is explanatory research using a quantitative approach. The sample used amounted to 160 respondents with predetermined criteria. Data collection was carried out using questionnaires with google form media and disseminated through social media which then carried out descriptive analysis, data instrument tests, classical assumption tests, multiple linear regression analysis and hypothesis tests using SPSS ver 26. The results of data analysis show that online consumer reviews and online consumer experience by beauty vlogger influence the purchase decision of Mother of Pearl cosmetics.