The Inluence of Brand Loyalty and Online Review toward Purchase Decision of Cosmetic Product in Online Shopping ( Case Study Of Maybelline Cosmetics)

Astria, Putri Vidara (2019) The Inluence of Brand Loyalty and Online Review toward Purchase Decision of Cosmetic Product in Online Shopping ( Case Study Of Maybelline Cosmetics). Diploma thesis, Universitas Andalas.

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Abstract

The purpose of this research is to identify the influence of brand loyalty and online review as independent variables toward purchase decision as dependent variable. The sample criteria in this research are female students of Economic Faculty in Andalas Univeristy, who have been bought Maybelline product in Online Shopping , with sample collected are 175 respondents. The sampling technique that used in this research is Non-Probability Sampling with Convenience / Accidental sampling method. This research used online questionnaires to collect the data by using Ordinal Scale with Likert Scale type. The data source that used in this study is the primary data because this research is result of filling the questionnaire given to the respondent.The data was processed by using Smart PLS 3.0 version. The result of this research is indicating that Brand Loyalty and Online Review has a positive and significant influence on Purchase Decision. The level of brand loyalty increased, than the level purchase decision are increased as well. And the result of the Online Reviews are indeed helpful for the consumer to ensure their decision.

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