Pengaruh Kualitas Produk dan Online Customer Review terhadap Keputusan Pembelian Kosmetik Pinkflash di Marketplace Shopee

Nonny Pandita, Laurensia (2026) Pengaruh Kualitas Produk dan Online Customer Review terhadap Keputusan Pembelian Kosmetik Pinkflash di Marketplace Shopee. Undergraduate thesis, Universitas Katolik Musi Charitas.

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Abstract

This study aims to analyze the influence of product quality and online customer reviews on the purchase decision of Pinkflash cosmetics. This study is based on the growing competition in the cosmetics industry and the importance of product quality and consumer reviews in influencing purchase decisions. This research applies a quantitative method with a purposive sampling approach that is collected through questionnaires distributed to 170 respondents. The data were analyzed using multiple linear regression analysis. According to the results of testing the model using the coefficient of determination and F-test, the analysis model fits well and additional research can be conducted. The results indicate that product quality and online customer reviews have a significant influence on the decision to purchase Pinkflash cosmetics on the Shopee marketplace.

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