Effect of Advertising, Buyer Reviews and Product Quality on Purchase Decisions

: The Literature Review article on the Effect of Advertising, Buyer Reviews and Product Quality on Purchase Decisions is a scientific article that aims to build a research hypothesis on the influence between variables that will be used in further research, within the scope of Marketing Management. The method of writing this Literature Review article is the library research method, which is sourced from online media such as Google Scholar, Mendeley and other academic online media. The results of this Literature Review article are that: 1) Advertising has an effect on Purchase Decision; 2) Buyer Reviews has an effect on Purchase Decision; and 3) Product Quality has an effect on Purchase Decision. Apart from these 3 exogenous variables that affect the endogenous variable of Purchase Decision, there are still many other factors including Price, Service Quality and Place variables.


INTRODUCTION
In selling a product or service, it is necessary for consumers to buy the product. However, consumers do not necessarily buy products without considering many things, such as needs and wants. In addition, consumers will consider the goods they need have good quality. This anxiety makes consumers discourage their intention to buy goods or services offered by the seller.
Based on the background of the problem above, the researcher determines the formulation of the problem as follows: 1. Does Advertising Affect Purchase Decision ? 2. Does Buyer Reviews affect Purchase Decision ? 3. Does Product Quality affect Purchase Decision ?

RESEARCH METHODS
The method of writing scientific articles is the qualitative method and literature review (Library Research). Assessing theory and the relationship or influence between variables from books and journals both offline in the library and online sourced from Mendeley, Google Scholar and other online media. In qualitative research, literature review must be used consistently with methodological assumptions. This means that it must be used inductively so that it does not direct the questions posed by the researcher. One of the main reasons for conducting qualitative research is that the research is exploratory, (Ali & Limakrisna, 2013). In the next stage, it will be discussed in depth in the section entitled "Related literature" or "library review" (Review literature), as the basis for formulating hypotheses and in the final stage these two literatures become the basis for making comparisons with the results and findings. -findings revealed in research (Ali, H., & Limakrisna, 2013).

DISCUSSION
Based on relevant theoretical studies and previous research, the discussion in this literature review article is as follows:

The Effect of Advertising on Purchase Decision.
If the advertisement can be implemented and implemented properly according to the indicators, namely: Providing information, persuading and reminding, it will have an effect on purchasing decisions. This means that an advertisement must contain clear, concise and interesting information. Advertisements can be delivered in various forms, according to the will and purpose of marketing the product. Advertising costs also differ depending on various factors, such as ad duration, ad size and so on. Based on this, an advertisement must be made well so that the advertisement is conveyed well to consumers.
Advertising has an effect on Purchase Decision, this is in line with research conducted by: (

The Effect of Buyer Review on Purchase Decision.
If buyer reviews can be applied and implemented properly in accordance with the indicators, namely: 1) Perceived usefulness; 2) Perceived enjoyment; and 3) Perceived control, it will affect the purchase decision. Reviews given by consumers will be displayed on a menu, so that potential consumers can find out about the products they will buy or use from previous consumers. In providing reviews, consumers will also provide according to product quality, service quality, price, place and so on. Because of this, the seller should provide the best product or service to consumers.

The Effect of Product Quality on Purchase Decision.
If Product Quality can be implemented and applied in accordance with its indicators, namely: Performance, reliability, aesthetics, durability, serviceability, perceived quality, additional features, and conformance to specifications, it will affect purchasing decisions. This means that product quality is a consumer consideration in buying a product or service.
Product Quality has an effect on Purchase Decision, this is in line with research conducted by: (Husadha,

CONCLUSION AND RECOMMENDATION Conclusion
Based on the problem formulation, theoretical study and discussion above, researchers can conclude hypotheses for further research, namely: 1. Advertising affect Purchase Decision. 2. Buyer Review affect Purchase Decision. 3. Product Quality affect Purchase Decision.