The Role of Online Customer Reviews in Determining The Influence of Product Quality on Purchasing Decisions

Abstract

This study analyzed how product quality affects cosmetic purchasing decisions. Furthermore, this study examines and analyzes the moderate role of Online Customer Reviews in the relationship between product quality and purchase decisions. The survey data was collected using purposive sampling techniques from 196 respondents who used cosmetic makeovers. The questionnaire was distributed via Google form to consumers living in the Jabodetabek area. The data was analyzed using the Structural Equation Model (SEM), with WarPLS. The results of this study show that product quality has a significant influence on purchasing decisions, and online customer reviews play a moderate role in the relationship between product quality and purchase decisions.