Pengaruh Ulasan Pelanggan Online Dan Promosi Elektronik Terhadap Keputusan Pembelian Pada Produk Kosmetik Skintific Di Live Shopping Shopee Dengan Minat Beli Sebagai Variable Intervening

Abstract

This study aims to analyze the influence of online customer reviews and electronic promotions on the purchasing decisions of Skintific cosmetic products through Shopee's live shopping feature, with purchase intention as an intervening variable. The research method used is quantitative with a causal approach, with data collected through questionnaires distributed to 400 respondents, who are potential consumers of Skintific products on Shopee. The results indicate that online customer reviews and electronic promotions significantly influence purchase intention, which in turn affects purchasing decisions. Promotions such as discounts and free shipping have been shown to increase consumer purchase intention, while positive reviews tend to encourage consumers to buy the product. Purchase intention acts as an intervening variable that strengthens the relationship between customer reviews, electronic promotions, and purchasing decisions. This study provides insights for companies to design more effective marketing strategies to increase sales through e-commerce platforms.