Pengaruh Online Customer Review dan Brand Trust Terhadap Minat Beli Parfum Queen Evangeline di Jakarta Timur
DOI:
https://doi.org/10.63822/5mazc245Keywords:
Online Customer Review, Brand Trust, Purchase Intention, Perfume.Abstract
This study aims to analyze the influence of online customer reviews and brand trust on purchase intention for Queen Evangeline Parfum White Sakura products in East Jakarta. The study utilizes the concepts of online customer reviews, brand trust, and purchase intention as its analytical framework. A quantitative approach employing a survey method was used. Primary data were obtained by distributing Likert-scale questionnaires to 96 respondents selected via purposive sampling, while secondary data were gathered through documentation studies. Data analysis was conducted using SPSS, involving tests for validity, reliability, classical assumptions, t-tests, F-tests, the coefficient of determination, and multiple linear regression. The results indicate that online customer reviews have a positive and significant effect on purchase intention, with a calculated t-value of 4.844 and a significance level of 0.000. Brand trust also has a positive and significant effect on purchase intention, with a calculated t-value of 4.879 and a significance level of 0.000. Simultaneously, both variables exert a positive and significant influence on purchase intention, with a calculated F-value of 20.435 and a significance level of 0.000. The coefficient of determination is 30.5%. Thus, improving the quality of customer reviews and brand trust can drive an increase in purchase intention for the product. In conclusion, Online Customer Review and Brand Trust play a role in increasing Purchase Intention. Therefore, the company is advised to improve the quality of customer reviews, respond effectively to customer complaints, and maintain product quality, safety, and brand trust.
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