Pengaruh Online Customer Review dan Product Knowledge Terhadap Keputusan Pembelian Produk Avoskin Pada Instagram

Abstract

Since the development of information technology and the internet, it has brought changes to consumer behavior in shopping online and offline where these changes affect consumer purchasing decisions in buying a product. Social media acts as a medium of communication and information that connects sellers and buyers. The development of the internet also has an impact on marketing which has now entered the era of digital marketing. Various buying and selling transactions that previously could only be done face-to-face with buyers or sellers, and visiting stores to see the products offered directly. Now buying and selling can be accessed and carried out directly only through social media where on the one hand it makes consumers hesitate to buy products that cannot be seen directly physically. So by looking at the experiences of other people who have bought a product, it helps consumers in making purchasing decisions. This study aims to determine and analyze Online Customer Reviews, and Product Knowledge on purchasing decisions for avoskin facial skin care products on Instagram social media. The population in this study are consumers who are active on Instagram social media and have purchased Avoskin skin care products. By using purposive sampling method, data collection of respondents using an online questionnaire of 100 respondents. The analysis used in this study is multiple linear regression, t test, correlation test, and F test. The results of this study indicate that partially online customer reviews, and product knowledge, have a positive effect on purchasing decisions for Avoskin facial skin care products. And simultaneously shows that Online Customer Review and Product Knowledge have a significant effect on purchasing decisions for avoskin facial skin care products.

Keywords: Online Customer Reviews. Product Knowledge, and Social Media