Factors Influencing the Purchase Intention of Women in Jabodetabek When Purchasing Local Makeup Through Online Shops Amidst Covid-19

The high number of internet users that surged during the pandemic caused for a change of shopping trends among the Indonesians, and the beauty industry took the opportunity to enlarge their targeted customers through the use of online shopping platforms, when offline stores were not available during the pandemic in 2019. The purpose of this study is to study and understand the effect that online customer reviews, specifically Review quality and Review quantity, as well as the customer’s attitude towards locally products makeup. This study has 3 Independent variables (Review Quality, Review Quantity, and Customer attitude). The Research is a quantitative study, and the methodology used was spreading a questionnaire to 160 Indonesians living in the city of Jakarta and Bekasi, between the age of 18-51 years old. The study used a questionnaire with a respond system of Likert Scale of 5, and collected data was analyzed using Spearman correlation with the software of SPSS 23. The findings indicated that the 3 independent variables have significant positive correlation with purchase intention. Thus, understanding the role of Reviews and Customer Attitude can be a low-cost marketing strategy for local brands.