Pengaruh Harga dan Online customer review terhadap Keputusan Pembelian Online Parfum Mykonos pada Konsumen Marketplace

Abstract

The expansion of e-commerce in Indonesia has reshaped consumer purchasing behavior, particularly in the beauty and personal care sector. As one of the emerging local perfume brands, Mykonos seeks to attract consumers through competitive pricing and the utilization of online customer reviews as a source of product information. This study investigates the effect of price and customer reviews found online on how people decide to buy the Mykonos perfume, both individually and simultaneously. A quantitative approach with a survey method was employed in this research. Data were collected from 96 respondents who had previously purchased Mykonos perfume through online marketplaces using purposive sampling. The data that was gathered was looked at using multiple linear regression, and the analysis was done with IBM SPSS Statistics version 27. The results show that price has a positive and important influence on people's decisions to buy online (t = 7.217; p < 0.05). Online customer reviews have a positive and strong effect on people's choices when buying something (t = 3.929; p < 0.05). At the same time, both variables have a significant impact on how consumers make online purchases (F = 39.635; p < 0.05). The Adjusted R Square value of 0.449 shows that price and online customer reviews help explain 44.9% of why people make online purchases. The other 55.1% is affected by factors that weren't studied here. These results imply that competitive pricing strategies accompanied by effective management of customer reviews can strengthen consumers' confidence in purchasing Mykonos perfume through digital marketplaces.