Influence of Brand Image, Price, and Online Customer Review on Buying Interest of Madame Gie Cosmetic Consumers on Shopee

Abstract

This study aims to determine the influence of brand image, price and online customer reviews on buying interest in S1 students of Universitas Pembangunan Nasional "Veteran" Yogyakarta who are consumers of Madame Gie cosmetic products on the Shopee Marketplace. The population in this study is all UPN "Veteran" Yogyakarta S1 students who are consumers of Madame Gie cosmetic products on the shopee marketplace. The results showed that there was a positive and significant influence together brand image, price, and online customer reviews on buying interest. Brand Image has a positive and significant effect on buying interest, Price has a positive and significant effect on buying interest, Online Customer Reviews have a positive and significant effect on buying interest.