Pengaruh Ulasan Produk, Kualitas Produk dan Kualitas Informasi Terhadap Keputusan Pembelian Parfum Merek Miniso di Marketplace (Studi Kasus Konsumen Pada Kecamatan Sukolilo Surabaya). (The Effect of Product Reviews, Product Quality, and Information Quality on Buying Decisions for Miniso Brand Perfume in Marketplaces (A Case Study of Consumers in Sukolilo District, Surabaya)).

Shofiurrochman, Muhammad Mirzaq (2025) Pengaruh Ulasan Produk, Kualitas Produk dan Kualitas Informasi Terhadap Keputusan Pembelian Parfum Merek Miniso di Marketplace (Studi Kasus Konsumen Pada Kecamatan Sukolilo Surabaya). (The Effect of Product Reviews, Product Quality, and Information Quality on Buying Decisions for Miniso Brand Perfume in Marketplaces (A Case Study of Consumers in Sukolilo District, Surabaya)). Undergraduate thesis, Universitas 17 Agustus 1945 Surabaya.

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Abstract

The rapid growth of e-commerce has made the marketplace the main channel for purchasing products, including Miniso brand perfume. Factors such as product reviews (rating, content, sentiment, number of reviews), product quality (aroma, durability, material, design), and information quality (accuracy, relevance, completeness) are thought to influence consumer purchasing decisions. This study aims to analyze the influence of these three variables on purchasing decisions for Miniso perfume in the marketplace, with a case study of consumers in Sukolilo District, Surabaya. The study used a quantitative descriptive-causal approach. The population includes residents of East Surabaya who have purchased Miniso perfume through the marketplace (Shopee, Tokopedia, Lazada). A sample of 100 respondents was selected using the Lemeshow formula, aged ≥18 years and had purchased at least once. Data were collected through an online questionnaire and analyzed using multiple linear regression using SPSS 25, after going through validity, reliability, and classical assumption tests (normality, multicollinearity, heteroscedasticity). The results of the analysis show: (1) Product reviews have a significant and positive effect on purchasing decisions (β = 0.238, p = 0.019); (2) Product quality is the most dominant factor (β = 0.243, p = 0.006), especially aroma performance and durability; (3) Information quality has a significant effect although lower (β = 0.172, p = 0.036). Simultaneously, the three variables have a significant effect (F = 114.880, p = 0.000) with a determination coefficient (R²) of 78.2%, indicating a large contribution in explaining purchasing decisions. The implication is that Miniso is advised to improve product quality, optimize authentic reviews, and present accurate information.

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