¹Dwi Nurcahyanti, ²Rini Handayani

^1,2Management Program, Atma Bhakti Surakarta College of Economics

DOI : https://doi.org/10.58806/ijsshmr.2025.v4i4n09

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ABSTRACT

The purpose of the study is to determine how online customer reviews and integrated marketing communications affect the loyalty of consumers to certain skincare products. being aware of how integrated marketing communications and online customer reviews affect consumers' choices to buy certain skincare products. understanding how customer loyalty is influenced by online reviews and integrated marketing communication, which are mediated by choices to buy certain skincare products. This kind of study employs a consumer survey approach using a questionnaire collection technique involving cosmetic consumers in the Bora area. The consumer population in Blora is 232 consumers with a sample of 147 respondents and a nonprobability sampling sample selection method. The SEM PLS 3.2.9 methodology is used in this investigation. The following are the research's conclusions: Customer loyalty to Somethinc Skincare in Blora is positively and significantly impacted by online reviews. Online customer reviews significantly and favorably influence the decision to buy several skincare products. Consumer Loyalty of Somethinc Skincare is positively and significantly impacted by the Online Consumer Review variable. The Consumer Loyalty of Somethinc Skincare in Blora is positively and marginally impacted by the Integrated Marketing Communication variable. The decision to purchase Somethinc Skincare is significantly influenced by integrated marketing communication. Customer loyalty to Somethinc Skincare is positively and significantly impacted by integrated marketing communication. The impact of online customer reviews on customer loyalty may be mitigated by the decision to purchase skincare products. The impact of Integrated Marketing Communication on Customer Loyalty may be mediated by the decision to purchase Somethinc Skincare in Blora.

KEYWORDS:

Online Consumer Reviews and Integrated Marketing Communication, Purchasing Decision and Consumer Loyalty

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VOlUME 04 Issue 04 APRIL 2025