Pengaruh Online Customer Review dan Product Knowledge terhadap Keputusan Pembelian Produk Kosmetik Lokal: Peran Moderasi Price Sensitivity

Budi Suryowati; Fanny Suzuda Pohan

doi:10.59024/jumek.v4i3.755

Authors

Budi Suryowati Universitas Trilogi
Fanny Suzuda Pohan Universitas Trilogi

DOI:

https://doi.org/10.59024/jumek.v4i3.755

Keywords:

Local Cosmetics, Online Customer Review, Price Sensitivity, Product Knowledge, Purchase Decision

Abstract

This study examines the effect of online customer review and product knowledge on the purchase decision of local cosmetic products, with price sensitivity tested as a moderating variable. A quantitative explanatory design was applied using an online questionnaire with a five-point Likert scale. The respondents were 196 consumers domiciled in DKI Jakarta who had purchased local cosmetic products within the last six months, read online customer reviews before buying, and used digital platforms to seek product information. Data were analysed using partial least squares structural equation modelling with SmartPLS 4. The measurement model demonstrated satisfactory validity and reliability. The structural model showed that online customer review, product knowledge, and price sensitivity positively and significantly affect purchase decision, while price sensitivity did not significantly moderate the relationships between online customer review and purchase decision or between product knowledge and purchase decision. The model explained 58.6% of the variance in purchase decision and demonstrated meaningful predictive relevance.

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