Do Online Customer Reviews Matter? A Study of Woman's Buying Interest in Beauty Products

Authors

  • Keisha Safina Syauta Master of Business Administration, Faculty of Social and Political Science, Parahyangan Catholic University, Bandung
  • Daniel Hermawan Business Administration Department, Faculty of Social and Political Science, Parahyangan Catholic University, Bandung http://orcid.org/0000-0002-9336-799X

DOI:

https://doi.org/10.18196/jbti.v14i2.19416

Keywords:

Buying Interest, Beauty Products, Online Customer Reviews

Abstract

The growth of internet users in Indonesia is accelerating rapidly, especially in 2022. This surge in internet users can be attributed to the pandemic's impact on lifestyle, which encourages people to adopt digital products, including reliance on online customer reviews for product information. This study aims to determine the influence of online customer reviews on buying interest in beauty products. Researchers used quantitative methods and non-probability techniques with purposive sampling using an online questionnaire with the criteria of customers (women) who use and have read beauty product reviews. Researchers obtained 122 respondents who were analyzed using multiple linear regression analysis techniques. The results proved that online customer reviews covering all dimensions influenced purchase intention. The credibility of a review and reviewers as in the dimension of review credibility is important for customers reading online customer reviews to influence buying interest in beauty products. This research helps beauty product owners to understand and utilize online customer reviews in their business.

Author Biographies

Keisha Safina Syauta, Master of Business Administration, Faculty of Social and Political Science, Parahyangan Catholic University, Bandung

Master of Business Administration, Faculty of Social and Political Science, Parahyangan Catholic University, Bandung

Daniel Hermawan, Business Administration Department, Faculty of Social and Political Science, Parahyangan Catholic University, Bandung

Business Administration Department, Faculty of Social and Political Science, Parahyangan Catholic University, Bandung

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Published

2023-09-04

Issue

Vol. 14 No. 2 (2023): August 2023

Section

Article

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