relation: https://eprints.untirta.ac.id/47366/
title: PERAN BRAND TRUST DAN BRAND IMAGE DALAM MEMEDIASI PENGARUH ONLINE CUSTOMER REVIEW TERHADAP PURCHASE DECISION (Studi Pada Konsumen Scarlett Whitening Marketplace Shopee di Kota Tangerang)
creator: WULANDARI, DEA
subject: H Social Sciences (General)
subject: HF Commerce
description: This study aims to determine the effect of brand trust and brand image in mediating the influence between online customer review on purchase decisions among consumers of the Scarlett Whitening marketplace Shopee in Tangerang City. This research uses quantitative methods with a descriptive approach with a sample size of 126 respondents who have purchased Scarlett Whitening in Tangerang City aged 15-35 years. The data analysis method used is Structural Equation Modeling (SEM) with the SmartPLS 4 analysis tool. The results of this research indicate that: (1) Online Customer Review has a positive and significant effect on Purchase Decision. (2) Online Customer Review has a positive and significant effect on Brand Trust. (3) Online Customer Review has a positive and significant effect on Brand Image. (4) Brand Trust has a positive and significant effect on Purchase Decision. (5) Brand Image has a positive and significant effect on Purchase Decision. (6) Brand Trust can partially mediate the effect of Online Customer Review on Purchase Decision. (7) Brand Image can partially mediate the effect of Online Customer Review on Purchase Decision.
date: 2025
type: Thesis
type: NonPeerReviewed
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identifier: https://eprints.untirta.ac.id/47366/1/DEA%20WULANDARI_5551200092_FULLTEXT.pdf
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identifier: https://eprints.untirta.ac.id/47366/3/DEA%20WULANDARI_5551200092_01.pdf
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identifier: https://eprints.untirta.ac.id/47366/4/DEA%20WULANDARI_5551200092_02.pdf
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identifier: https://eprints.untirta.ac.id/47366/5/DEA%20WULANDARI_5551200092_03.pdf
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identifier: https://eprints.untirta.ac.id/47366/6/DEA%20WULANDARI_5551200092_04.pdf
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identifier: https://eprints.untirta.ac.id/47366/7/DEA%20WULANDARI_5551200092_05.pdf
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identifier: https://eprints.untirta.ac.id/47366/8/DEA%20WULANDARI_5551200092_REF.pdf
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identifier: https://eprints.untirta.ac.id/47366/9/DEA%20WULANDARI_5551200092_LAMP.pdf
identifier:   WULANDARI, DEA  (2025) PERAN BRAND TRUST DAN BRAND IMAGE DALAM MEMEDIASI PENGARUH ONLINE CUSTOMER REVIEW TERHADAP PURCHASE DECISION (Studi Pada Konsumen Scarlett Whitening Marketplace Shopee di Kota Tangerang).  S1 thesis, UNIVERSITAS SULTAN AGENG TIRTAYASA.