Research Paper
Year: 2023 | Month: August | Volume: 10 | Issue: 8 | Pages: 186-192
DOI: https://doi.org/10.52403/ijrr.20230825
The Influence of Product Quality, Price and Online Customer Reviews on Maybelline Cosmetic Purchasing Decisions (Case Study of College Students on Tiktok)
Putri Khairida1, Nagian Toni2, Elly Romy3, Hendry4
1,2,3,4Department of Management, University Prima Indonesia, Medan, Indonesia
Corresponding Author: Nagian Toni
ABSTRACT
The all-digital era makes cosmetic products must maintain product quality factors, online customer reviews, and product prices in order to maintain good sales. With good product quality, appropriate prices and positive and easily searchable online customer reviews, it is enough to make consumers make purchasing decisions on any product, including Maybelline. There are two problems that exist in this study, namely whether there is a partial influence on (1) product quality variables; (2) product prices; (3) online customer review variables; and (4) quality, price, and variables have a stimulant effect on Maybelline cosmetics. The objectives of this study include testing, analyzing, and knowing the effect of (1) product quality, (2) price effect, (3) online review effect, and (4) stimulant effect of Maybelline cosmetic products on female students on Tiktok. Data collection techniques, namely questionnaire distribution, observation, and literature study. The data analysis technique in this study is descriptive and inferential statistical analysis using SmartPLS software. The research results obtained include product quality partially affecting (1) product purchasing decisions, (2) product prices, (3) online customer reviews, and (4) product quality, price, and variables have a stimulant effect on Maybelline cosmetics. Suggestions for future researchers are (1) to include other variables and focus research with other platforms in order to differentiate the results; (2) pay attention to the quality and price of new products to focus on online customer reviews with the involvement of influencers; and (3) Maybelline companies to maintain quality at affordable prices so that consumer perceptions are always good, (4) consumers who are interested in Maybelline products because they are worth considering.
Keywords: Quality, Price, Review, Maybelline, Tiktok
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