Aulia Ayu Pramesti, Ugy Soebiantoro, Virginia Mandasari

Pengaruh Kualitas Produk dan Online Customer Review Terhadap Keputusan Pembelian Produk Hand & Body Lotion Vaseline Gluta-Hya di Kota Surabaya

Introduction

Pengaruh kualitas produk dan online customer review terhadap keputusan pembelian produk hand & body lotion vaseline gluta-hya di kota surabaya. Pelajari pengaruh kualitas produk dan ulasan pelanggan online terhadap keputusan pembelian Vaseline Gluta-Hya di Surabaya. Keduanya terbukti berpengaruh positif & signifikan.

Abstract

Marketing plays a vital role in business success, where well-designed strategies such as high product quality and online customer reviews serve as a key determinants of consumer purchasing decisions. This study aims to examine the influence of product quality and online customer reviews on purchasing decisions for Vaseline Gluta-Hya hand & body lotion in Surabaya. A quantitative approach was employed, using purposive sampling with a total of 98 respondents. Data were analyzed using the PLS-SEM method with the assistance of SmartPLS version 4. The results show that both product quality and online customer reviews have a positive and significant effect on purchasing decisions. These findings indicate that consumers of Vaseline Gluta-Hya tend to choose products that offer tangible benefits and added value compared to competing products in the market. Moreover, online customer reviews serve as a crucial source of information for consumers in evaluating the product’s quality, strengths, and weaknesses.

Review

This study offers a timely and relevant investigation into the critical factors influencing consumer purchasing decisions within the personal care market. By focusing on Vaseline Gluta-Hya hand & body lotion consumers in Surabaya, the research effectively addresses the impact of product quality and online customer reviews, two increasingly vital determinants in today's competitive landscape. The abstract clearly outlines the study's objective and immediately presents its core finding: both product quality and online customer reviews significantly and positively affect purchasing decisions. This aligns well with contemporary marketing insights, emphasizing the dual importance of intrinsic product value and external social proof in shaping consumer behavior. From a methodological standpoint, the study employs a quantitative approach utilizing purposive sampling with 98 respondents, analyzed through PLS-SEM using SmartPLS version 4. This method is appropriate for examining predictive relationships and is well-regarded for its robustness with complex models and moderate sample sizes. The clarity of the results, indicating a positive and significant effect, provides a solid basis for the conclusions drawn. The authors' interpretation further enhances the value, highlighting that consumers seek tangible benefits and added value, and crucially, rely on online reviews as a primary source for evaluating product quality, strengths, and weaknesses. This succinctly captures the essence of consumer information processing in the digital age. The implications of this research are substantial, providing actionable insights for brand managers and marketers, particularly for those in the personal care industry. The findings strongly reinforce the necessity of maintaining high product quality and actively managing online customer feedback platforms to cultivate positive consumer perceptions and drive sales. While this study makes a valuable contribution to understanding consumer behavior in the specific context of Surabaya, future research could build upon these foundations by exploring potential mediating or moderating variables, examining the nuances of different review platforms, or conducting comparative studies across varying demographics or product categories to further generalize these findings and deepen the understanding of consumer purchasing dynamics.

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