PENGARUH KUALITAS PRODUK TERHADAP PERILAKU PEMBELIAN DENGAN ONLINE CUSTOMER REVIEW DAN ONLINE CUSTOMER RATING SEBAGAI MODERATOR STUDI PADA PELANGGAN SKINTIFIC DI SHOPEE

This research aims to describe and test the influence of product quality, online customer reviews, online customer ratings on purchasing behavior among Skintific customers. The type of research used is explanatory research with a quantitative approach using accidental sampling techniques. Data collection uses questionnaires. The data analysis methods used are scale range and moderated regression analysis (MRA). The results of the research show that product quality, online customer reviews, and online customer ratings have a positive and significant effect on purchasing behavior, online customer reviews do not strengthen the relationship between product quality and purchasing behavior and online customer ratings do not strengthen the relationship between product quality and purchasing behavior.