THE INFLUENCE OF PROMOTION, BRAND IMAGE AND ONLINE CUSTOMER REVIEW ON PURCHASING DECISIONS AVOSKIN SKINCARE PRODUCTS IN BATAM CITY

Abstract

This research aims to find out the influence of promotions, brand image, and online customer reviews on purchasing decisions for Avoskin skincare products in Batam City. In this study using a quantitative approach. The sample taken in this research was 100 people who were consumers or users who had purchased or used Avoskin skincare products in Batam City using a purposive sampling technique. Data collection in this research used a questionnaire which was carried out by distributing the questionnaire online via Google Form and analyzed using Multiple Linear Regression Analysis. Research findings show that the promotion variable does not have a partial influence on purchasing decisions with a significance value of 0.125 > 0.05. Meanwhile, the brand image variable partially influences purchasing decisions as indicated by a significance value of 0.000 < 0.05. Apart from that, online customer reviews also partially influence purchasing decisions as indicated by a significance value of 0.005 < 0.05. The results of the f test show that the calculated f value has a value of 52.982 > f table (2.70) and a significance value of 0.000 < 0.05, which means that the promotion, brand image, and online customer review variables simultaneously influence purchasing decisions.