THE EFFECT OF ONLINE CONSUMER REVIEW TOWARD PURCHASE INTENTION: A STUDY IN PREMIUM COSMETIC IN INDONESIA

摘要

Today there is an increase in the number of Internet users as well as the growth of the cosmetics industry in Indonesia. As the online review becomes the emerging source to search the information of product, so the research about online consumer review was conducted. The purpose of this study is to examine the effect of online consumer review towards consumer purchase intention of premium cosmetic in Indonesia. There are four independent variables (source credibility, review quality, review quantity, and review valence) to examine the effect of online consumer review toward purchase intention. A quantitative method was used in this research by spreading online questionnaire to 400 Indonesian youth females aged 15-29 years old. The questionnaire used 5 Likert scale. The data was analyzed by Multiple Regression Analysis and processed by using SPSS 23 to know the effect of each independent variable to dependent variable. The author found that source credibility, review quality, review quantity, and review valence has positive and significant impact to purchase intention). By knowing the role of online consumer review on purchase intention, the premium cosmetic company may consider online consumer review as a cost-effective marketing strategy that in return can create more sales.udKeyword: electronic word of mouth, online consumer review, purchase intention, premium cosmetic