Pengaruh Virtual Try On, Online Customer Review dan Online Customer Rating Terhadap Keputusan Pembelian Maybelline di Pekanbaru

Authors

  • Elya Nara Universitas Riau, Indonesia
  • Henni Noviasari Universitas Riau, Indonesia
  • Anggia Paramitha Universitas Riau, Indonesia

DOI:

https://doi.org/10.57235/mantap.v4i1.8124

Keywords:

Virtual Try On, Online Customer Review, Online Customer Rating, Keputusan Pembelian, Analisis Regresi Linier Berganda

Abstract

Penelitian ini bertujuan untuk mengetahui pengaruh Virtual Try On, Online Customer Review dan Online Customer Rating Terhadap Keputusan Pembelian Maybelline di Pekanbaru. Populasi dan sampel dalam penelitian ini berjumlah 160 responden. Teknik sampling yang digunakan dalam penelitian ini adalah purposive sampling, yaitu teknik pengambilan sampel berdasarkan pertimbangan tertentu sesuai dengan kriteria yang ditetapkan peneliti. Metode analisis data yang digunakan dalam penelitian ini adalah analisis regresi linier berganda dengan bantuan software SPSS. Hasil penelitian menunjukkan bahwa virtual try on, online customer review, dan online customer rating berpengaruh positif dan signifikan terhadap keputusan pembelian Maybelline di Pekanbaru, baik secara parsial maupun simultan.

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References

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Published

2026-03-29

How to Cite

Nara, E., Noviasari, H., & Paramitha, A. (2026). Pengaruh Virtual Try On, Online Customer Review dan Online Customer Rating Terhadap Keputusan Pembelian Maybelline di Pekanbaru. Journal of Management Accounting, Tax and Production, 4(1), 48–55. https://doi.org/10.57235/mantap.v4i1.8124

Issue

Vol. 4 No. 1 (2026): Maret 2026

Section

Articles

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