Pengaruh Perceived Quality Dan Online Consumer Review Terhadap Purchase Intention Pada Produk Lip Balm Maybelline

Abstract

Abstract
This study aims to determine the effect of perceived quality and online consumer reviews on purchase intention on Maybelline lip balm products in the city of Padang. This study chose Maybelline products because Maybelline products were ranked first in the top brand selling lip cosmetics at Shopee. This research uses quantitative method with descriptive-causality research type. Sampling used a non-probability sampling technique, namely purposive sampling with 100 respondents who were selected as residents in the city of Padang, knew Maybelline lip balm, had used Maybelline lip balm, had read reviews about Maybelline lip balm. The data analysis technique used is descriptive analysis and multiple linear regression analysis. The results of the research based on descriptive analysis on the perceived quality variable, has a percentage value of 70.34% which is included in the good category, the online consumer review variable, has a percentage value of 76.00% which is included in the good category, the purchase intention variable, has a percentage value of 68.85% which is included in the good category. Based on the results in this study, partially the relationship between perceived quality and online consumer review on purchase intention has a significant effect. Meanwhile, it is simultaneously concluded that the perceived quality and online consumer review are together positive and significant effect on purchase intention.
Keywords: Perceived Quality, Online Consumer Review, Purchase Intention

Abstrak
Penelitian ini bertujuan untuk mengetahui pengaruh perceived quality dan online consumer review terhadap purchase intention pada produk lip balm Maybelline di kota Padang. Penelitian ini memilih produk Maybelline karena produk Maybelline menduduki peringkat pertama pada top brand penjualan kosmetik bibir di Shopee. Dalam penelitian ini menggunakan metode kuantitatif dengan jenis penelitian deksriptif-kausalitas. Pengambilan sampel menggunakan teknik sampling nonprobability yaitu jenis purposive sampling dengan dikumpulkan sebanyak 100 responden pengguna yang dipilih adalah penduduk di kota Padang, mengetahui lip balm Maybelline, sudah pernah menggunakan lip balm Maybelline, sudah pernah membaca review tentang lip balm Maybelline.Teknik analisis data yang digunakan adalah analisis deskriptif dan analisis regresi linier berganda. Hasil penelitian berdasarkan analisis deskriptif pada variabel perceived quality, memiliki nilai persentase sebesar 70,34% yang termasuk dalam kategori baik, variabel online consumer review, memiliki nilai persentase sebesar 76,00% yang termasuk dalam kategori baik, variabel purchase intention, memiliki nilai persentase sebesar 68,85% yang termasuk ke dalam kategori baik. Berdasarkan hasil dalam penelitian ini, secara parsial hubungan perceived quality dan online consumer review terhadap purchase intention terdapat pengaruh yang signifikan. Sedangkan secara simultan disimpulkan bahwa variabel perceived quality dan online consumer review secara bersama-sama berpengaruh positif dan signifikan terhadap purchase intention.
Kata Kunci: Perceived Quality, Online Consumer Review, Purchase Intention