THE POWER OF ONLINE REVIEWS: ANALYSIS OF CUSTOMERS’ PERCEPTION AND PURCHASING DECISIONS IN SKIN CARE PRODUCTS

Authors: Melona I. Saquin Maricar B. Ramonida Eden Marie H. Amante Abegail A. Ayad Sheena Mae C. Brona Sophia B. Rapsing & Claire B. Remoroso

ABSTRACT

The research aimed to determine the customers’ perception of online reviews, including its influence on their purchasing decisions for skin care products. Notably, the study seeks to determine the participants’ sociodemographic profile about age, sex, marital status, level of education, and monthly income. It also seeks to determine how the participants think about the rating, credibility, and valence of online reviews of skin care products, as well as the impact of these reviews on the participants’ decisions to buy skin care products.

The study used descriptive research methods to describe the variables and to obtain information to describe the study. It analyzes the perception and purchasing decisions in online reviews for skincare products. The study’s participants were chosen using convenience sampling, and data was gathered from 150 individuals.

Most of the participants are 18-25 years old and females. Most of them are single and college undergraduates with 10,000 below earning monthly. The study also revealed that most participants had very high positive perceptions of online reviews of skincare products in terms of rating, credibility, and valence. Furthermore, the study indicates that online reviews highly influence online shoppers purchasing decisions for skin care products.

Keywords: online reviews, customer perception, purchasing decision, skin care product

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