The Impact of Brand Image and Online Customer Review to Buying Decision of Skincare Skintific

Abstract

The purpose of this study is to focus the analysis to determine whether there is an effect of brand image and online customer reviews on purchasing decisions.brand image and online customer reviews on skintific skin care purchasing decisions. Distributing questionnaires to 100 tiktok users and following the tiktok @skintific.id account with a sampling technique using purposive sampling.with sampling techniques using purposive sampling. The research method used used is the causal associative method. Data analysis techniques using inferential analysis testers inferential analysis tester, research instrument tester, classical assumption tester, simple linear regression analysis hypothesis tester and determination coefficient tester and test the coefficient of determination (R2) with the help of the SPSS version 25 application program 25. The results of this study indicate that brand image and online customer reviews have a positive effect on purchasing decisions. positive effect on purchasing decisions of 0.000 < 0.05 and 99.16 > 3.09 while the coefficient of determination (R2) influences brand image and online customer reviews. Coefficient of determination (R2) of the effect of brand image and online customer reviews on purchasing decisions amounted to 67.2% and the influence of other variables amounted to 32.8%.