Pengaruh Brand Image, Online Customer Review dan Persepsi Harga terhadap Keputusan Pembelian The Originote Hylucera Moisturizer di Surabaya. (The Influence of Brand Image, Online Customer Reviews, and Price Perception on Purchase Decisions of The Originote Hylucera Moisturizer in Surabaya).

Pangesti, Rinda Pramudya (2025) Pengaruh Brand Image, Online Customer Review dan Persepsi Harga terhadap Keputusan Pembelian The Originote Hylucera Moisturizer di Surabaya. (The Influence of Brand Image, Online Customer Reviews, and Price Perception on Purchase Decisions of The Originote Hylucera Moisturizer in Surabaya). Undergraduate thesis, Universitas 17 Agustus 1945 Surabaya.

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Abstract

Penelitian ini bertujuan untuk menganalisa Brand Image, Online Customer Review dan Persepsi Harga terhadap Keputusan Pembelian The Originote Hylucera Moisturizer di Surabaya. Populasi penelitian ini adalah wanita yang pernah membeli The Originote Hylucera Moisturizer dengan sampel sebanyak 97 responden dan ditentukan menggunakan Non Probability Sampling. Data primer diperoleh menggunakan kuesioner sedangkan data sekunder menggunakan studi pustaka. Berdasarkan hasil uji SPSS Versi 26 diperoleh bahwa instrument penelitian menunjukkan semua indicator valid dan semua reliabel. Berdasarkan uji F semua variabel bebas secara simultan berpengaruh terhadap keputusan pembelian. Berdasarkan hasil koefisien dan uji t menunjukkan bahwa variabel brand image berpengaruh positif dan signifikan terhadap keputusan pembelian, variabel online customer review berpengaruh positif dan signifikan terhadap keputusan pembelian, dan variabel persepsi harga berpengaruh positif dan signifikan terhadap keputusan pembelian.

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