Pengaruh Reputasi Merek dan Ulasan Online terhadap Keputusan Pembelian Online Melalui Kepercayaan Pelanggan (Studi pada Konsumen Skincare Lulur Produk Sariayu)

Halimatus Sa'diyah, Nindria Untarini

Abstract


The hyper-competitive local skincare industry has caused the market position of heritage brands like Sariayu to fluctuate, even leading to a decline in the brand strength index (TBI) of up to 3.1% in the body scrub category by 2025. This situation indicates a challenge for legendary brands to remain relevant amidst the dominance of Gen Z and Millennial consumers who rely heavily on digital information. This study aims to examine and analyze the influence of brand reputation and online reviews on online purchasing decisions by positioning customer trust as a mediating variable. The approach used is a quantitative survey with an explanatory research design. Data were collected through online questionnaires distributed to Sariayu body scrub consumers throughout Indonesia using a purposive sampling technique. A total of 230 valid respondents served as the main sample in this study. The data analysis technique used Partial Least Squares Structural Equation Modeling (PLS-SEM) with the help of SmartPLS 4.0 software to test the causal relationship and mediating role between variables. The results of the study are expected to provide a comprehensive picture of the extent to which legacy reputation and digital reviews are able to build trust that then converts intention to actual purchasing decisions. These findings are intended to provide a strategic foundation for traditional cosmetic brands in adapting digital marketing and managing electronic word of mouth (e-WOM) to maintain loyalty and competitiveness in the modern marketplace.

Keywords


Purchase Decisions, Customer Trust, Brand Reputation, Online Reviews.

Full Text:

PDF

References


Agustin, D. A., Purwoko, H., Olfebri, O., Purba, O. R., & Ricardianto, P. (2025). Pengaruh Online Customer Review dan Citra Merek Terhadap Keputusan Pembelian Melalui Kepercayaan (Studi Pada Bisnis Marketplace Indonesia). JEMSI: Jurnal Ekonomi Manajemen Sistem Informasi, 7(1), 60-70.

Cahyaningrum, S. and Saragih, D.R.U. (2025) “Pengaruh Kualitas Produk, Sosial Media, dan Citra Merek terhadap Keputusan Pembelian pada Produk Somethinc,” 4(2), pp. 117–129. Available at: https://doi.org/10.54259/manabis.v4i2.4385.

Kotler, P. and Keller, kevin lane (2016) Marketing Management, Boletin cultural e informativo - Consejo General de Colegios Medicos de España.

Kusumawati, I., Hartono, S. and Kustiyah, E. (2020) “KEMUDAHAN, KEPERCAYAAN DAN PERSEPSI RESIKO TERHADAP KEPUTUSAN PEMBELIAN PENGGUNA DOMPET DIGITAL OVO DI SURAKARTA,” 11(1), pp. 19–29.

Mutmainah (2025) “Pengaruh Ulasan Online Terhadap Keputusan Pembelian Produk pada Platform Shopee konsumsi masyarakat , termasuk dalam kegiatan pembelian produk . Saat ini , konsumen tidak oleh konsumen dalam menentukan pembelian suatu produk atau jasa , yang dipengaruhi o,” 4(September).

Permana, E. et al. (2024) “Strategi Pemasaran Produk Skincare Somethinc di Kalangan Generasi Z,” 07(2), pp. 119–135.

Sartika, D. et al. (2021) “The Effect Of Trust And Ease On Online Purchase Decisions In Pekanbaru,” Procuratio: Jurnal Ilmiah Manajemen, 9(3), pp. 253–262.

Suriati, Syamsuddin, I.P. and Husniah, D. (2025) “The Influence of Halal Labels on Cosmetic Products on Consumer Purchase Decisions in Indonesia,” 15(2), pp. 577–586.

Umma, N. and Nabila, R. (2023) “Pengaruh Online Customer Review, Citra Merek dan Religiusitas Terhadap Keputusan Pembelian Dengan Kepercayaan Konsumen Sebagai Variabel Intervening (Studi Pada Pengguna Marketplace Shopee Generasi Z),” IQTISHADIA Jurnal Ekonomi & Perbankan Syariah, 10(1), pp. 30–47. Available at: https://doi.org/10.19105/iqtishadia.v10i1.8407.

Wijaya, A.P. and Annisa, I.T. (2024) “The Influence of Brand Image and Product Quality on Purchasing Decisions,” Indonesian Journal of Business Analytics, 4(2), pp. 24–35. Available at: https://doi.org/10.55927/ijba.v4i2.8760.

Wijaya, A.T. and Amron (2025) “PENGARUH REPUTASI MERK, KESADARAN MERK, DAN IKLAN TERHADAP KEPUTUSAN PEMBELIAN DI HONDA MOTOR (STUDI PADA KONSUMEN ASTRA MOTOR CENTER SEMARANG) 1Alesandro,” 09, pp. 444–456.




DOI: http://dx.doi.org/10.33087/jmas.v11i1.2407

Refbacks

  • There are currently no refbacks.


Creative Commons License
This work is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.

J-MAS (Jurnal Manajemen dan Sains) Published by Program Studi Magister Manajemen, Fakultas Ekonomi, Universitas Batanghari
Adress: Fakultas Ekonomi, Jl.Slamet Ryadi, Broni-Jambi, Kec.Telanaipura, Kodepos: 36122, email: jmas.unbari@gmail.com

Creative Commons License This work is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.