Penelitian ini bertujuan menganalisis pengaruh online customer review danrnperceived quality terhadap niat beli produk skincare Wardah di Shopee denganrnkepercayaan sebagai variabel mediasi. Penelitian menggunakan pendekatanrnkuantitatif dengan metode explanatory research terhadap 100 mahasiswirnUniversitas Trunodjoyo Madura yang dipilih menggunakan teknik purposivernsampling. Data dikumpulkan melalui kuesioner skala Likert dan dianalisisrnmenggunakan PLS-SEM. Hasil penelitian menunjukkan bahwa online customerrnreview dan perceived quality berpengaruh positif dan signifikan terhadaprnkepercayaan maupun niat beli. Kepercayaan juga berpengaruh positif danrnsignifikan terhadap niat beli serta mampu memediasi pengaruh online customerrnreview terhadap niat beli, tetapi tidak mampu memediasi pengaruh perceivedrnquality terhadap niat beli. Hasil ini menunjukkan bahwa peningkatan kualitasrnulasan pelanggan, persepsi kualitas produk, dan kepercayaan konsumen dapatrnmeningkatkan niat beli produk skincare Wardah di Shopee.


Deskripsi Lain

This study aims to analyze the influence of online customer reviews and perceivedrnquality on the purchase intention for Wardah skincare products on Shopee, withrntrust serving a mediating variable. The study employs a quantitative approachrnusing an explanatory research method, involving 100 female students from thernUniversity of Trunodjoyo Madura selected through purposive sampling. Data wererncollected via Likert-scale questionnaires and analyzed using PLS-SEM. The resultsrnindicate that online customer reviews and perceived quality have a positive andrnsignificant influence on both trust and purchase intention. Trust also positively andrnsignificantly influences purchase intention and mediates the effect of onlinerncustomer reviews on purchase intention; however, it does not mediate the effect ofrnperceived quality on purchase intention. These findings suggest that enhancing thernquality of customer reviews, product quality perception, and consumer trust canrnincrease purchase intention for Wardah skincare products on Shopee.