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.
