Pengaruh Online Customer Review dan Product Quality terhadap Purchase Decision dengan Brand Trust sebagai Variabel Mediasi pada Produk Facial Wash MS Glow

The Influence of Online Customer Reviews and Product Quality on Purchase Decisions with Brand Trust as a Mediating Variable in MS Glow Facial Wash Products

Perubahan posisi merek MS Glow dalam industri kecantikan lokal menunjukkan adanya dinamika yang perlu diperhatikan. MS Glow menempati posisi pertama pada tahun 2022, tetapi mengalami penurunan ke posisi kedua pada tahun 2023, dan terus menurun ke posisi keempat pada pertengahan 2024. Penurunan ini dipengaruhi oleh keluhan konsumen, seperti breakout yang berkepanjangan, dan penurunan kualitas produk, serta meningkatnya ketergantungan pada ulasan online dalam pengambilan keputusan pembelian. Berdasarkan anggapan tersebut, penelitian ini berupaya untuk menyelidiki dampak online customer review dan product quality terhadap purchase decision, dengan brand trust sebagai variabel mediasi pada produk facial wash MS Glow. Studi ini menggunakan pendekatan kuantitatif dengan menyebarkan kuesioner kepada 220 responden perempuan berusia 18-35 tahun yang membeli produk melalui online store. Data dianalisis menggunakan metode Structural Equation Modeling (SEM) dengan bantuan perangkat lunak SmartPLS 3.0. Hasil penelitian menunjukkan bahwa (1) online customer review berpengaruh positif dan tidak signifikan terhadap brand trust, (2) online customer review berpengaruh positif dan signifikan terhadap purchase decision, (3) product quality berpengaruh positif dan signifikan terhadap brand trust, (4) product quality berpengaruh positif dan signifikan terhadap purchase decision, (5) brand trust berpengaruh positif dan signifikan terhadap purchase decision, (6) brand trust tidak memediasi pengaruh online customer review terhadap purchase decision, (7) brand trust memediasi pengaruh online customer review terhadap purchase decision.

Kata kunci: online customer review, product quality, purchase decision, brand trust.

The changing position of the MS Glow brand in the local beauty industry shows that there are dynamics that need to be considered. MS Glow took first place in 2022, but declined to second place in 2023, and continued to decline to fourth place in mid-2024. This decline was influenced by consumer complaints, such as prolonged breakouts, and a decline in product quality, as well as an increasing reliance on online reviews in making purchasing decisions. Based on this assumption, this study seeks to investigate the impact of online customer reviews and product quality on purchase decision, with brand trust as a mediating variable on MS Glow facial wash products. This study uses a quantitative approach by distributing questionnaires to 220 female respondents aged 18-35 years who buy products through online stores. Data were analyzed using the Structural Equation Modeling (SEM) method with the help of SmartPLS 3.0 software. The results showed that (1) online customer review has a positive and insignificant effect on brand trust, (2) online customer review has a positive and significant effect on purchase decision, (3) product quality has a positive and significant effect on brand trust, (4) product quality has a positive and significant effect on purchase decision, (5) brand trust has a positive and significant effect on purchase decision, (6) brand trust does not mediate the effect of online customer review on purchase decision, (7) brand trust mediates the effect of online customer review on purchase decision.

Keywords: online customer review, product quality, purchase decision, brand trust.