The high number of internet users that surged during the pandemic caused a change of shopping trends among the Indonesians, and the beauty industry took the opportunity to enlarge their targeted customers through the use of online shopping platforms, when offline stores were not available during the pandemic in 2020. The purpose of this study is to study and understand the effect that online customer reviews, specifically review quality and review quantity, as well as the customer's attitude towards locally produced makeup. This study has three independent variables (review quality, review quantity, and customer attitude).
The research is a quantitative study, and the methodology used was to spread a questionnaire to 160 Indonesians living in the city of Jakarta and Bekasi. Previous studies have been done on different cosmetics and before the COVID-19 phenomena. The study used a questionnaire with a response system of likert scale of five, and collected data was analyzed using Spearman correlation with the software of SPSS. The findings indicated that the three independent variables have significant positive correlation with purchase intention. Thus, understanding the role of reviews and customer attitude can be a low cost marketing strategy for local brands.