The Effect Of Product Quality And Online Customer Reviews Through Consumer Attitudes On Purchasing Decisions For Skincare Skintific On Students Of Muhammadiyah University Palopo

Abstract

This study aims to determine the effect of product quality and online customer reviews through consumer attitudes on purchasing decisions for Skintific skincare products. The data collection method uses a questionnaire or questionnaire with a Likert scale instrument. The population in this study were students of Muhammadiyah Palopo University who used Skintific skincare products. The variables used in this study are product quality and online customer review as independent variables, consumer attitudes as intervening variables, and purchasing decisions as dependent variables. Respondents in this study were 101 people. Sampling was carried out using purposive sampling technique because the population of students at Muhammadiyah University of Palopo who used Skintific skincare was not known with certainty. Testing the research hypothesis using Structural Equation Modeling (SEM). The results of this study, indicate that product quality has a positive and significant effect on consumer attitudes with a coefficient value of 0.593. Online customer reviews have a positive and significant effect on consumer attitudes with a significant coefficient value of 0.334. Consumer attitudes have a significant effect on Skintific skincare purchasing decisions with a significant coefficient value of 0.112. Product quality has a positive and significant effect oh purchasing decisions for Skintific skincare with a coefficient value of 0.375. online customer review have a positive and significant effect of purchasing decisions with a coefficient value of 0,331.