THE INFLUENCE OF PRODUCT QUALITY, ONLINE REVIEW, AND ONLINE RATING ON PURCHASING DECISIONS THROUGH CUSTOMER TRUST ON THE ORIGINOTE PRODUCT

Abstract

The market for personal care, especially skincare, is experiencing an increase in the intensity of the competitive environment. The Originote is one of the many skincare brand products that are now taking part in the intense competition in the beauty industry in Indonesia. This research examines the influence of product quality, online reviews, and online ratings on purchase decisions through customer trust. This study uses quantitative methodology by distributing the online questionnaire to the people who have purchased and used The Originote product. Ultimately, the researcher can achieve a sample of as many as 269 people. Researchers used SmartPLS 4.0 software to analyze SEMPLS to prove hypotheses in data processing. From those, it was found that the accuracy of Product Quality Product Quality, Online Reviews, and Online Ratings reflecting predictions influenced Purchase Decisions and Customer Trust by 87%. The results show a significant influence of product quality, online reviews, ratings, and customer trust on purchase decisions. Also, there is a significant influence of product quality and online rating towards purchase decisions through customer trust. The last finding is that online reviews have an insignificant influence on purchase decisions through customer trust.