THE INFLUENCE OF ONLINE CUSTOMER REVIEW, BRAND IMAGE AND DIGITAL MARKETING ON PURCHASING PRODUCT DECISIONS CUSTOMERS FOR KOREAN COSMETICS PRODUCT IN INDONESIA: CASE OF INNISFREE
Keywords:
Online Customer Review, Brand Image, Digital Marketing, Consumer Purchase DecisionAbstract
This study aims to determine the influence of online costumer review, brand image and digital marketing on consumer purchase decisions for beauty products from South Korea, Innisfree. The sample were 110 respondents. This study uses multiple regression which is directed to analyze the truth of the data and determine the influence between independent variables and related variables. The research results can be concluded that the online customer review, brand image and digital marketing variables simultaneously have a significant influence to consumer purchase.
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