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September 10, 2025Asian Journal of Management AnalyticsOpen Access

The Influence of Online Reviews and Online Ratings on Consumer Purchase Decisions of Somethinc Products in Pekanbaru Area with Korean Wave as a Moderating Variable

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Authors

PHPutri Alisa HLBLailan Tawila BerampuTTTaufiqurrahman Taufiqurrahman

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Overview

Quantitative analysis reveals online ratings drive purchase decisions in Pekanbaru, suggesting cultural trends matter.

Key Points

  • Online ratings significantly influence consumer purchase decisions, while online reviews show a weaker effect.
  • The Korean Wave enhances the impact of online ratings on purchase decisions, indicating cultural influences at play.
  • Local beauty brands like Somethinc can adjust marketing strategies based on Korean beauty standards to boost sales.
  • Data collected via structured questionnaires and analyzed using Structural Equation Modeling provides robust insights.

Cite This Study

H et al. (2025) studied this question.

synapsesocial.com/papers/68c1bd3254b1d3bfb60ee35ahttps://doi.org/10.55927/ajma.v4i3.14897
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Also Consider

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  1. 1The Influence of Brand Image, Digital Marketing, and Online Customer Reviews on Purchasing Decisions in the Skincare Industry2025
  2. 2The Influence Of Korean Wave Brand Ambassadors, Brand Image And Brand Awareness On The Purchase Decision Of Somethinc Products (Survey on Somethinc Product Consumers in Tasikmalaya City)2024 · 1 citations
  3. 3Study on the Impact of Korean Wave in China and Indonesia on Cosmetic Product Image and Purchase Intention2024
  4. 4Influencing Purchase Intention of Korean Cosmetics in Payakumbuh2025
  5. 5Unveiling the Impact of Audience Involvement, Celebrity Worship, Brand Awareness, and Perceived Product Quality on Purchase and Visit Intentions2024