Pengaruh Brand Image Dan Online Consumer Review Terhadap Keputusan Pembelian Lipstik Merek Maybeline Di Shopee
DOI:
https://doi.org/10.70900/jea.v3i1.70Keywords:
Brand Image, Online Consumer Review and Purchasing DecisionsAbstract
This study aims to determine the effect of brand image and online consumer review on purchasing decisions for Maybeline brand lipstick at Shopee. The type of research used is quantitative research The population selected in this study were consumers of Maybeline Brand Lipstick at Shopee. The sampling method used in this study was nonprobability sampling using purposive sampling technique, so 100 respondents were obtained. The data analysis method used in this study is multiple linear regression analysis. The results of the analysis state that brand image and online consumer reviews on purchasing decisions for Maybeline brand lipstick at Shopee.
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