Karina Putri Maharani, . (2025) PENGARUH DAMPAK ONLINE CONSUMER REVIEW PADA KOMUNITAS OHMYBEAUTYBANK TERHADAP KEPUTUSAN PEMBELIAN PRODUK. Skripsi thesis, Universitas Pembangunan Nasional Veteran Jakarta.
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Abstract
Behind the increasing number of consumers' favourite online shopping, there is a sense of doubt from consumers before making a product purchase decision. Various complaints are expressed by consumers regarding product purchase problems, such as inappropriate product quality problems, untrustworthy sellers, and other major risks that must be faced by consumers. On social media X there is a virtual community, namely the OHMYBEAUTYBANK Community which is used to provide reviews and share experiences regarding beauty and fashion products. The purpose of this study is to determine the magnitude of the influence of the impact of online consumer reviews on the OHMYBEAUTYBANK Community on product purchasing decisions. The theory in this study uses Cognitive Response Theory from George E. Belch and Michael A. Belch. This research method applies a quantitative method with an explanatory approach. The research data collection technique applied the survey method by distributing questionnaires and involving members of the OHMYBEAUTYBANK Community as the research population. The sampling technique used nonprobability sampling with purposive sampling method and resulted in a sample size of 100 respondents. The results showed that consumer product purchasing decisions were influenced by the impact of online consumer reviews on the OHMYBEAUTYBANK Community by 12.5 percent. The average value of the calculated score on variable X shows that the highest value is obtained in the X variable statement points 1-3 of 25.74 percent and the average value of the calculated score on variable Y gets a value of 1 percent due to insufficient indicators on variable Y. The results of the hypothesis test show that H1 is accepted, that is, there is a significant influence of variable X on variable Y.
| Item Type: | Thesis (Skripsi) |
|---|---|
| Additional Information: | [No.Panggil: 2110411048] [Pembimbing: Anindita Lintangdesi Afriani] [Penguji 1: Rini Riyantini] [Penguji 2: Lusia Handayani] |
| Uncontrolled Keywords: | Cognitive Response Theory, Impact of Online Consumer Reviews, OHMYBEAUTYBANK Community, Purchasing Decision |
| Subjects: | H Social Sciences > H Social Sciences (General) H Social Sciences > HF Commerce H Social Sciences > HN Social history and conditions. Social problems. Social reform |
| Divisions: | Fakultas Ilmu Sosial dan Ilmu Politik > Program Studi Ilmu Komunikasi (S1) Fakultas Ilmu Sosial dan Ilmu Politik > Program Studi Ilmu Komunikasi (S1) |
| Depositing User: | KARINA PUTRI MAHARANI |
| Date Deposited: | 07 Aug 2025 07:13 |
| Last Modified: | 07 Aug 2025 07:13 |
| URI: | http://repository.upnvj.ac.id/id/eprint/38568 |
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