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PENGARUH COUNTRY OF ORIGIN DAN ONLINE CUSTOMER REVIEW DI PLATFORM FEMALE DAILY TERHADAP KEPUTUSAN PEMBELIAN PRODUK MOISTURIZER LABORÉ: Survei Pengikut Instagram @Femaledailynetwork
Penelitian ini bertujuan untuk menganalisis pengaruh Country of Origin dan Online Customer Review terhadap Keputusan Pembelian produk moisturizer Laboré di platform Female Daily. Penelitian ini dilatarbelakangi oleh meningkatnya minat konsumen terhadap produk skincare lokal, di mana persepsi terhadap asal negara produk dan ulasan konsumen secara daring menjadi faktor penting dalam memengaruhi perilaku pembelian. Laboré merupakan merek skincare lokal yang dikembangkan oleh PT Paragon Technology and Innovation, serta dikenal melalui platform Female Daily yang menjadi salah satu rujukan utama konsumen kecantikan di Indonesia. Penelitian ini menggunakan pendekatan kuantitatif dengan metode survei terhadap 325 responden yang merupakan pengikut akun Instagram @femaledailynetwork dan memiliki pengalaman membaca ulasan produk di platform Female Daily. Teknik pengambilan sampel yang digunakan adalah purposive sampling. Analisis data dilakukan dengan menggunakan Structural Equation Modeling berbasis Partial Least Squares (SEM-PLS) melalui software SmartPLS 3.0. Hasil penelitian menunjukkan bahwa country of origin berpengaruh positif terhadap keputusan pembelian. Demikian pula, online customer review memiliki pengaruh positif terhadap keputusan pembelian produk moisturizer Laboré. Temuan ini menunjukkan bahwa persepsi positif terhadap asal produk lokal serta kualitas ulasan konsumen yang informatif mampu memperkuat keputusan pembelian konsumen. Penelitian ini memberikan implikasi bahwa brand lokal perlu terus membangun citra sebagai produk dalam negeri dan mendorong keterlibatan konsumen dalam memberikan ulasan yang kredibel di platform komunitas kecantikan digital seperti Female Daily. This study aims to analyze the influence of country of origin and online customer reviews on the purchase decision of Laboré moisturizer products on the Female Daily platform. This research is motivated by the increasing interest in local skincare products, where perceptions of a product’s origin and consumer-generated reviews play a significant role in shaping purchase behavior. Laboré is a local skincare brand developed by PT Paragon Technology and Innovation and is well-known through Female Daily, one of Indonesia’s leading beauty platforms. This research employs a quantitative approach with a survey method involving 325 respondents who are followers of the Instagram account @femaledailynetwork and have experience reading product reviews on the Female Daily platform. The sampling technique used was purposive sampling. Data analysis was conducted using Structural Equation Modeling based on Partial Least Squares (SEM-PLS) through SmartPLS 3.0 software. The results show that country of origin has a positive effect on purchase decision. Similarly, online customer reviews have a positive influence on the keputusan pembelian of Laboré moisturizer products. These findings indicate that a positive perception of the product’s local origin, along with high-quality and informative consumer reviews, can strengthen consumers’ buying decisions. This study suggests that local brands should continue to build a strong identity as Indonesian-made products and encourage active consumer engagement in providing credible reviews on digital beauty community platforms such as Female Daily.
KODEPRODI61201#Manajemen_S1, Universitas Pendidikan Indonesia
PENGARUH COUNTRY OF ORIGIN DAN ONLINE CUSTOMER REVIEW DI PLATFORM FEMALE DAILY TERHADAP KEPUTUSAN PEMBELIAN PRODUK MOISTURIZER LABORÉ: Survei Pengikut Instagram @Femaledailynetwork (Text)
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