PENGARUH CITRA MEREK DAN ONLINE CUSTOMER REVIEW TERHADAP KEPUTUSAN PEMBELIAN SCARLETT WHITENING DI BEAUTEMONDEE KOTA JAMBI

Atmanegara, sandri (2025) PENGARUH CITRA MEREK DAN ONLINE CUSTOMER REVIEW TERHADAP KEPUTUSAN PEMBELIAN SCARLETT WHITENING DI BEAUTEMONDEE KOTA JAMBI. S1 thesis, UNIVERSITAS JAMBI.

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Abstract

This study aims to determine and analyze the effect of brand image and online customer reviews on purchasing decisions for Scarlett Whitening at Beautemondee Jambi City. The research method used is a descriptive quantitative approach. The sample in this study consisted of 97 respondents. The results of this study can be concluded that the Brand Image variable has a significant positive effect. Then the online customer review variable also has a significant positive effect. Furthermore, based on the results of the Simultaneous Test statistical calculation, it shows that Brand Image and Online Customer Review simultaneously influence the Scarlett Whitening Purchasing Decision at Beautemondee Jambi City. Keywords: Brand Image, Online Customer Review, Purchase Decision

Type:	Thesis (S1)
Uncontrolled Keywords:	Brand Image, Online Customer Review, Purchase Decision
Subjects:	L Education > L Education (General)
Divisions:	Fakultas Ekonomi dan Bisnis > Manajemen
Depositing User:	Sandri Atmanegara
Date Deposited:	10 Jul 2025 06:40
Last Modified:	31 Jul 2025 08:06
URI:	https://repository.unja.ac.id/id/eprint/83160

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