The Influence of Product Quality, Price, and Online Customer Reviews on the Purchase Decision of MS Glow Products with Purchase Intention as an Intervening Variable

Abstract

This study to determine the Influence of Product Quality, Price, and Online Customer Review on

Purchase Decisions of Ms Glow Products with Purchase Intention as an Intervening Variable among

Ms Glow product consumers in Semarang society. The sample in this study consisted of 96

respondents, selected using non-probability sampling method. The research data were processed using

Smart PLS 4.0. The results of the study are as follows: (1) Product quality has no influence on purchase

decisions, (2) Price has a positive and significant influence on purchase decisions, (3) Online customer

reviews have no influence on purchase decisions, (4) Product quality has a positive and significant

influence on purchase intention, (5) Price has a positive and significant influence on purchase intention,

(6) Online customer reviews have a positive and significant influence on purchase decisions, (7)

Purchase intention has a positive and significant influence on purchase decisions, (8) Product quality

has a positive and significant influence on purchase decisions through purchase intention, (9) Price has

a positive and significant influence on purchase decisions through purchase intention, (10) Online

customer reviews influence purchase decisions through purchase intention.