JRP VOL.3 NO.1 MARET 2024 PENGARUH PERSONAL BRANDING TERHADAP KEPUTUSAN PEMBELIAN DENGAN MEDIASI ONLINE CUSTOMER REVIEW (Study Terhadap Produk MOP BEAUTY Tasya Farasya Di Kota Mataram)

Abstract

ABSTRAKPenelitian ini dimaksudkan untuk mengetahui pengaruh Personal Branding terhadap Keputusan Pembelian dengan mediasi online customer review (study terhadap produk MOP Beauty Tasya Frasya di kota Mataram) , Metode yang digunakan dalam penelitian ini adalah menggunakan metode asosiatif dengan pendekatan kuantitatif. populasi dalam penelitian ini adalah seluruh konsumen yang membeli dan menggunakan produk MOP beauty dan sampel dalam penelitian ini 80 responden, Teknik pengumpulan data yang digunakan dalam penelitian ini menggunakan kuisioner yang di uji Validitas dan Reliabilitas. Teknik analisis data penelitian ini menggunakan uji Path (analisis Jalur), Uji Asumsi Klasik, Uji Hipotesis (Uji t dan Uji f) dan Koefisien Determinasi. Pengolahan data dalam penelitian ini menggunakan program Software SPSS (Statistic Package For the Social Sciences) versi 25. Hasil penelitian ini menunjukkan bahwa secara parsial personal branding memiliki pengaruh signifikan terhadap Keputusan Pembelian MOP Beauty Tasya Farasya di kota Mataram, secara parsial online customer review memiliki pengaruh signifikan terhadap Keputusan Pembelian MOP Beauty Tasya Farasya di Kota Mataram, secara simultan personal branding dan Online Customer Reviewmemiliki pengaruh signifikan terhadap Keputusan Pembelian (study terhadap produk MOP Beauty Tasya Farasya di kota Mataram), secara parsial personal branding tidak berpengaruh signifikan terhadap online customer review.Kata Kunci : Personal Branding, Keputusan Pembelian dan Online Customer ReviewABSTRACTThis study is intended to determine the effect of Personal Branding on Purchasing Decisions with mediation of online customer reviews (study of products MOP Beauty Tasya Frasya in Mataram city), the method used in this research is associative methods with a quantitative approach. the population in this study were all consumers who bought and used MOP beauty products and the sample in this study were 80 respondents, The data collection technique used in this study is a questionnaire which was tested for Validity and Reliability. The data analysis technique of this study uses the Path test (Path analysis), Classical Assumption Test, Hypothesis Test (Test t and Test f) and the Coefficient of Determination. The results of this study indicate that partially personal branding has a significant influence on the Purchasing Decision of MOP Beauty Tasya Farasya in Mataram city, partially online customer review has a significant influence on the Purchasing Decision of MOP Beauty Tasya Farasya in the city of Mataram, simultaneously personal branding and Online Customer Review have a significant influence on the Purchase Decision (the study of products MOP Beauty Tasya Farasya in the city of Mataram), partially personal branding has no significant effect on online customerreview.Keywords: Personal Branding, Purchasing Decision, online customer review.