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)

Abstrak

ABSTRAK
Penelitian 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 Review
memiliki 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 Review
ABSTRACT
This 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 customer
review.
Keywords: Personal Branding, Purchasing Decision, online customer review.