Pengaruh Ulasan Pelanggan Lokapasar Shopee terhadap Citra Merek Implora (Studi Kasus pada Kalangan Remaja Kota Denpasar)

Abstract

This study aims to determine the effect of customer reviews on the Shopee marketplace on the brand image of Implora among teenagers in Denpasar City. This research is based on the Stimulus-Organism-Response (S-O-R) theory and uses a quantitative explanatory approach. Data were collected using questionnaires that were tested for validity through Pearson Product Moment correlation and for reliability using Cronbach's Alpha method. A total of 70 respondents aged 12–24 years who reside in Denpasar, use Shopee, and have seen the Implora brand on Shopee were selected as samples. Data analysis techniques used include normality testing, Pearson correlation, and simple linear regression analysis. The results showed that customer reviews have a positive and very strong relationship with the Implora brand image, with a correlation coefficient of 0.852. The regression analysis produced a coefficient value of 0.488 and a significance level of 0.000 (< 0.05), indicating a positive and significant effect between the two variables. Based on the S-O-R theory, customer reviews (stimulus) are received by consumers (organism), which then influence the formation of Implora’s brand image (response).