PENGARUH ONLINE CUSTOMER REVIEWS DAN BRAND IMAGE TERHADAP PURCHASE DECISION MELALUI CONSUMER TRUST PADA PRODUK GLAD2GLOW DI KOTA YOGYAKARTA

Alya Septi Wulandari; Lusia Tria Hatmanti Hutami; Agus Dwi Cahya

doi:10.37479/jeej.v8i3.39104

PENGARUH ONLINE CUSTOMER REVIEWS DAN BRAND IMAGE TERHADAP PURCHASE DECISION MELALUI CONSUMER TRUST PADA PRODUK GLAD2GLOW DI KOTA YOGYAKARTA

Alya Septi Wulandari, Lusia Tria Hatmanti Hutami, Agus Dwi Cahya

Abstract

The intense rivalry within the cosmetics industry compels companies to strengthen digital reviews, brand reputation, and market trust to trigger consumer spending. This study aims to analyze the impact of Online Customer Reviews and Brand Image on Purchase Decisions, with Consumer Trust serving as a mediating variable among Glad2Glow users in Yogyakarta. Utilizing a quantitative approach, data from 140 respondents selected via purposive sampling were gathered through questionnaires and analyzed using multiple linear regression and the Sobel test via IBM SPSS Statistics 25. Empirical evidence demonstrates that Online Customer Reviews and Brand Image have positive and significant effects on both Consumer Trust and Purchase Decisions. Furthermore, Consumer Trust significantly enhances Purchase Decisions and successfully mediates the influence of online reviews and brand image on final buying decisions for Glad2Glow products.

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DOI: https://doi.org/10.37479/jeej.v8i3.39104