The Influence of Customer Reviews on Shopee and Brand Image on Wardah Product Purchasing Decisions among Active Female Students of the Business Administration Study Program at the International Women University in 2026

Abstract

The development of e-commerce has driven changes in people's consumption patterns, including online beauty product purchases, where customer reviews and brand image are two important factors that shape consumer purchasing decisions. This study aims to determine the influence of customer reviews and brand image, both partially and simultaneously, on purchasing decisions for Wardah beauty products on Shopee. The study used a quantitative approach with a survey method through a questionnaire to 92 female students of the Business Administration Study Program at the International Women's University. Data were analyzed using multiple linear regression with t-test and F-test. The results showed that customer reviews (t=3.863; Sig.<0.001) and brand image (t=7.926; Sig.<0.001) each had a positive and significant effect on purchasing decisions, and both simultaneously had a significant effect (F=89.897; Sig.<0.001) with a contribution of 66.9%. Brand image proved to be the most dominant variable. This study concluded that strengthening customer reviews and brand image simultaneously can improve purchasing decisions, with implications for business actors to prioritize brand image strengthening strategies without neglecting customer review management.