Cempaka Paramita

Fakultas Ekonomi dan Bisnis Universitas Jember

Ilham Maulana

Fakultas Ekonomi dan Bisnis Universitas Jember

Imam Suroso

Fakultas Ekonomi dan Bisnis Universitas Jember

Gusti Ayu Wulandari

Fakultas Ekonomi dan Bisnis Universitas Jember

DOI: https://doi.org/10.19184/bisma.v17i1.40250

ABSTRACT 

Modern local sneaker trends as part of Indonesia's sneaker culture have shown significant developments in recent years. This study examines and analyzes the role of Online Customer Review or OCR and product design as the determinants of purchasing decisions for modern local sneakers with the mediating role of consumer attitude. The population of this study was all modern local sneaker consumers in Indonesia, with a sample size of 200 respondents collected using the online survey method. Data were analyzed using path analysis. Research findings confirmed previous research results by proving that OCR, product design, and consumer attitudes positively and significantly affect purchasing decisions. Consumer attitude is also proven to mediate the effect of OCR and product design on purchasing decision. Local sneaker manufacturers and marketers should stimulate positive OCR and improve product design quality to expand their market share.

Keywords: Consumer attitude, OCR, product design, purchase decision