PENGARUH PERCEIVED USEFULNESS PADA VIRTUAL TRY-ON, ONLINE CUSTOMER REVIEW DAN BRAND TRUST TERHADAP PURCHASE DECISION PRODUK KOSMETIK L’OREAL PARIS DI SHOPEE

VIO ANDIRA SUPRAYITNO, . (2026) PENGARUH PERCEIVED USEFULNESS PADA VIRTUAL TRY-ON, ONLINE CUSTOMER REVIEW DAN BRAND TRUST TERHADAP PURCHASE DECISION PRODUK KOSMETIK L’OREAL PARIS DI SHOPEE. Sarjana thesis, UNIVERSITAS NEGERI JAKARTA.

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Abstract

Penelitian ini bertujuan untuk menguji dan menganalisis pengaruh perceived usefulness pada virtual try-on, online customer review, dan brand trust terhadap purchase decision produk kosmetik L'Oreal Paris di Shopee. Penelitian ini menggunakan metode kuantitatif dengan teknik pengumpulan data melalui kuesioner. Populasi penelitian adalah pengguna Shopee Generasi Z yang berdomisili di wilayah DKI Jakarta. Teknik pengambilan sampel menggunakan non-probability sampling dengan metode purposive sampling, sehingga diperoleh sebanyak 180 responden. Teknik analisis data yang digunakan meliputi analisis statistik deskriptif, uji instrumen, uji asumsi klasik, analisis regresi linear sederhana, uji hipotesis (uji t), serta koefisien determinasi (R²) dengan bantuan program SPSS versi 29.. Hasil penelitian menunjukkan bahwa perceived usefulness pada virtual try-on, online customer review, dan brand trust masing-masing berpengaruh positif dan signifikan terhadap purchase decision, dengan brand trust sebagai variabel yang memiliki pengaruh paling dominan. Dengan demikian, optimalisasi fitur virtual try-on, pengelolaan online customer review, dan penguatan brand trust dapat menjadi strategi pemasaran digital yang efektif dalam meningkatkan purchase decision konsumen terhadap produk kosmetik L'Oreal Paris di platform Shopee. ***** This study aims to examine and analyze the effects of perceived usefulness of virtual try-on, online customer reviews, and brand trust on the purchase decision of L'Oreal Paris cosmetic products on Shopee. This study employed a quantitative method, with data collected through questionnaires. The study population consisted of Generation Z Shopee users residing in the Special Capital Region of Jakarta (DKI Jakarta). The sampling technique used was non-probability sampling with a purposive sampling method, resulting in a total of 180 respondents. The data analysis techniques included descriptive statistical analysis, instrument testing, classical assumption testing, simple linear regression analysis, hypothesis testing (t-test), and the coefficient of determination (R²), assisted by SPSS version 29. The results showed that perceived usefulness of virtual try-on, online customer reviews, and brand trust each had a positive and significant effect on purchase decision, with brand trust being the variable with the most dominant influence. Therefore, optimizing the virtual try-on feature, managing online customer reviews, and strengthening brand trust can serve as effective digital marketing strategies to increase consumers' purchase decisions for L'Oreal Paris cosmetic products on the Shopee platform.

Item Type:	Thesis (Sarjana)
Additional Information:	1). Nadya Fadillah F., S.Pd., M.Pd. ; 2). Rizka Zakiah, M.Pd.
Subjects:	Manajemen > Manajemen , Business Manajemen > Perilaku Konsumen
Divisions:	FE > S1 Pendidikan Bisnis
Depositing User:	Vio Andira Suprayitno .
Date Deposited:	19 Aug 2026 03:13
Last Modified:	19 Aug 2026 03:13
URI:	http://repository.unj.ac.id/id/eprint/71884

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