Pengaruh Online Customer Review Terhadap Keputusan Pembelian Produk Kosmetik Pada Marketplace (Studi Kasus Masyarakat Bengkalis)

This study aims to analyze the influence of online customer reviews on the purchase decision of cosmetic products on marketplaces (Case Study of the Bengkalis Community). The type of research used is associative with a quantitative approach. Data were collected through questionnaire using the snowball sampling technique from 100 respondents who had purchased cosmetic products online. Descriptive analysis results showed that the average score of the online customer review variable was 4.51 (Very High category) and purchase decision was 4.53 (Very High category). The significance test showed a t-count of 9.138 > t-table of 1.984 and a significance value of 0.000 < 0.05, indicating that online customer reviews have a positive and significant effect on purchase decisions. The correlation value (R) was 0.678 and the coefficient of determination (KD) was 0.460, meaning that online customer reviews influenced purchase decisions by 46%, while the remaining 54% was influenced by other factors not examined in this study.