The Influence of Product Reviews on Purchasing Decisions for Scarlett Whitening Body Lotion on Sociolla E-commerce, Mediated by Price

Authors

  • Rufial Rufial Universitas Persada Indonesia Y.A.I, Indonesia
  • Rinaldi Syarif Universitas Persada Indonesia Y.A.I, Indonesia
  • Mahmud Mahmud Universitas Persada Indonesia Y.A.I, Indonesia
  • Rahayu Endang Universitas Persada Indonesia Y.A.I, Indonesia
  • Kuswanti Kuswanti Universitas Persada Indonesia Y.A.I, Indonesia
  • Tania Syifa Aprialita Universitas Persada Indonesia Y.A.I, Indonesia

Keywords:

Price, Product Reviews, Product Quality, Repurchase Intention, Scarlett Whitening

Abstract

This study aims to determine the influence of price and product reviews on purchasing decisions for Scarlett Whitening Body Lotion on E-Commerce Sociolla, which is mediated by price. This research uses a questionnaire technique and is distributed to respondents. The population in this research was women aged 20 - 39 years who lived in Jatiwaringin Village, Bekasi City, totalling 7,469 people and a sample of 380 people was obtained. Then, the data processing uses GMA. The results of this research show that based on Hypothesis Testing (T-Statistics and P-Value), Product Price has a positive and significant effect on the Decision to Purchase Scarlett Whitening Body Lotion at Sociolla E-Commerce; Product reviews have a positive and significant influence on purchasing decisions for Scarlett Whitening Body Lotion on E-Commerce Sociolla; and Product Reviews have a positive and significant influence on the Purchase Decision for Scarlett Whitening Body Lotion on E-Commerce Sociolla which is mediated by price.

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Published

2024-03-14

How to Cite

Rufial, R., Syarif, R., Mahmud, M., Endang, R., Kuswanti, K., & Aprialita, T. S. (2024). The Influence of Product Reviews on Purchasing Decisions for Scarlett Whitening Body Lotion on Sociolla E-commerce, Mediated by Price. Proceeding of the International Conference on Multidisciplinary Research for Sustainable Innovation, 1(1), 104–113. Retrieved from https://proceeding.researchsynergypress.com/index.php/icmrsi/article/view/789