Julia, Rizka Herma (2026) Pengaruh Fitur Virtual Try On, Online Customer Review Dan Persepsi Harga Terhadap Keputusan Pembelian Produk Make-Up Lo'real Paris Pada Aplikasi Shopee Di Kota Pekanbaru. Other thesis, Universitas Islam Riau.

Text skripsi_215210482_watermark.pdf - Published Version Restricted to Registered users only Download (2MB) | Request a copy

Abstract

his study analyzes the influence of the Virtual Try On feature, Online Customer Reviews, and price perception on the purchasing decisions of L'Oreal Paris makeup on Shopee Pekanbaru, where online cosmetic shopping is influenced by digital technology. Employing a quantitative method with multiple linear regression, it was revealed that these three factors, both individually and collectively, significantly impact purchasing decisions. The Virtual Try On feature assists consumers in selecting suitable products, Online Customer Reviews provide reliable information, and a perception of price commensurate with quality encourages purchases. The results of this study provide practical insights for e-commerce stakeholders and cosmetic brands to optimize digital features and marketing strategies to enhance sales.

Actions (login required)

View Item