Amira, Desni (2025) Pengaruh Online Konsumen Review, Konsumen Rating, serta Citra Merek, Terhadap Niat Beli Konsumen Scarlett di Surabaya. Undergraduate thesis, Universitas Hayam Wuruk Perbanas.
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Abstract
This study aims to analyze the influence of online reviews and ratings on brand image and consumer purchase intention of Scarlett skincare products in Surabaya, including the role of brand image as a mediator. The research sample consisted of 233 respondents who were Scarlett skincare consumers. The method used was Partial Least Square (PLS) in the Structural Equation Model (SEM). The results showed that online reviews had a positive effect on Scarlett skincare brand image and had a direct impact on Scarlett skincare purchase intention, although small. Meanwhile, online ratings were more significant in improving Scarlett skincare brand image but did not have a direct effect on Scarlett skincare purchase intention. Brand image was a dominant factor in driving Scarlett skincare purchase intention but did not act as a significant mediator in the relationship between reviews and ratings on Scarlett skincare purchase intention. Keywords: e-commerce, online reviews, online ratings, brand image, purchase intention, Scarlett skincare.
| Item Type: | Thesis (Undergraduate) |
|---|---|
| Subjects: | 600 - TECHNOLOGY > 650 - 659 MANAGEMENT & PUBLIC RELATIONS > 658 - GENERAL MANAGEMENT > 658.8 - MANAGEMENT OF MARKETING |
| Divisions: | Bachelor of Management |
| Depositing User: | Desni Amira |
| Date Deposited: | 11 Mar 2025 19:54 |
| Last Modified: | 11 Mar 2025 19:54 |
| URI: | http://eprints.perbanas.ac.id/id/eprint/13371 |
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