Pengaruh Online Customer Review dan Layanan Cash On Delivery terhadap Keputusan Pembelian Brand Skintific pada Marketplace Shopee

This study aims to determine and analyze the effect of online customer reviews and Cash on Delivery (COD) services on purchasing decisions of Skintific brand products on the Shopee marketplace. The research method employed was descriptive and associative with a quantitative approach. The sample consisted of 100 respondents selected using a purposive sampling technique. Data were collected through questionnaires and analyzed using multiple linear regression analysis with the assistance of SPSS version 24. The results indicate that online customer reviews and Cash on Delivery (COD) services have both simultaneous and partial effects on purchasing decisions. Simultaneously, both variables significantly affect purchasing decisions. Partially, online customer reviews have a positive and significant effect on purchasing decisions.Cash on Delivery (COD) services also have a positive and significant effect on purchasing decisions,The findings indicate that the better the customer reviews and COD services provided, the higher the consumers' purchasing decisions toward Skintific products on the Shopee marketplace.