Pengaruh Online Customer Review, Brand Trust, Dan Personal Selling Terhadap Purchase Decision Produk Lab Art Aromatique Parfume Malang

Abstract

Abstract

The cosmetics and perfume industry continues to grow and is one of the sectors with quite high competition in Indonesia. Lab Art Aromatique Parfume Malang is one of the perfume products facing increasingly tight market competition, so the right marketing strategy is needed to increase consumer purchasing decisions. This study aims to analyze the influence of online customer reviews, brand trust, and personal selling on purchase decisions for Lab Art Aromatique Parfume Malang. This study uses a quantitative approach with an explanatory research type. Research data were obtained by distributing questionnaires to 85 respondents who are consumers of Lab Art Aromatique Parfume Malang products and selected based on predetermined criteria. The data analysis technique used is multiple linear regression analysis with the help of IBM SPSS Statistics software. The results of the study indicate that online customer reviews do not have a significant effect on purchase decisions. In addition, brand trust and personal selling have a significant effect on purchase decisions. Simultaneously, the results of the study indicate that online customer reviews, brand trust, and personal selling have a significant effect on purchase decisions for Lab Art Aromatique Parfume Malang products. These findings are expected to be a consideration for companies in improving consumer purchasing decisions through effective and sustainable marketing strategies.

Keywords: Online Customer Review, Brand Trust, Personal Selling, Purchase Decision.