The Influence of Online Customer Review, Brand Trust, and Product Quality on Purchase Intention of Rosca Stainless Steel Bottles (A Study on Students of UPN “Veteran” Jawa Timur)

Abstract

The purpose of this research is to examine the impact of online customer reviews, brand trust, and product quality both partially and concurrently on consumers purchase intent for Rosca brand stainless steel bottles on Shopee, with UPN “Veteran” East Java students as the research subjects. Purposive sampling was employed to choose 172 respondents for this associative quantitative investigation. A questionnaire was used to gather the recorded data, and SPSS version 27 was used to help with the multiple The results of the linear regression analysis demonstrate that purchase intention is significantly impacted by all three independent variables at the same time contributing 43.3%. Partially, Brand Trust proved to be the most dominant variable (B = 0.368; Sig. 0.000), followed by Product Quality (B = 0.250; Sig. 0.000), while Online Customer Reviews showed a positive but insignificant effect (B = 0.100; Sig. 0.160). Overall, this study indicates that when consumers have had direct purchasing experiences, brand trust and product quality are more dominant factors in shaping purchase intent than online reviews. This study has implications for stainless steel bottle businesses to prioritize strengthening brand trust and maintaining consistent product quality in their digital marketing strategies.