PENGARUH COUNTRY OF ORIGIN DAN ONLINE CUSTOMER REVIEW TERHADAP KEPERCAYAAN DAN KEPUTUSAN PEMBELIAN (Studi pada konsumen yang membeli skincare pada produk Some by Mi secara online)

The aim of this research to analyse the influence Country of Origin and Online Customer Review to Purchase Decision with Trust as variabel of intervening to consumer that buy skincare product of Some by Mi through online. The subject used in this research is all consumers in Daerah Istimewa Yogyakarta that been bought skincare product of Some by Mi through online at marketplace more than one time. This research was conducted with a total sample of 200 respondents who were determined by the sampling technique using nonprobability sampling technique with purposive sampling method and distributing questionnaires to respondents using Google Froms. The analytical tool used is Structural Equation Modeling (SEM) with the AMOS (Analysis of Moment Structure) application program 24. Based on the results of the analysis obtained, it shows that the Country of Origin variable has a positive and significant effect on trust. Then the Online Customer Review variable has no positive and significant effect on trust, and also the Country of Origin and Online Customer Review variables do not have a positive and significant effect on Purchasing Decisions. While the Trust variable is able to mediate the influence of the Country of Origin, Online Customer Review variables on Purchasing Decisions variable.