IMPACT OF ONLINE CUSTOMER REVIEWS AND RATINGS ON ELECTRONIC PRODUCT PURCHASES: A TOKOPEDIA PLATFORM SURVEY AMONG PRODUCTIVE AGE CONSUMERS IN JAMBI CITY
DOI:
https://doi.org/10.22437/jbsmr.v7i1.27980Keywords:
Online Customer Review, Online Customer Rating, Purchase Decision, E-commerce, TokopediaAbstract
This research aims to elucidate the impact of Online Customer Reviews and Online Customer Ratings on the decision-making process for online purchases on the E-Commerce platform Tokopedia. The study focuses on residents of Jambi City who are of productive age. A purposive sampling method was employed to select 100 respondents as the sample size for this study. Data collection was conducted through a survey questionnaire, and this primary data was analysed using multiple linear regression techniques, utilising the SPSS software for Windows. The findings of this analysis reveal that Online Customer Reviews positively influence purchasing decisions. In contrast, Online Customer Ratings were found to have no significant effect on these decisions. This suggests that while the content of customer reviews plays a crucial role in shaping consumer behaviour and choices on the Tokopedia platform, the numerical ratings assigned by customers do not significantly sway purchasing decisions. These results offer valuable insights into consumer behaviour in the digital marketplace, particularly in the context of e-commerce platforms like Tokopedia, and can inform strategies for online retailers and marketers in optimising customer engagement and sales conversion.
Downloads
References
Ardianti, A. N., & Widiartanto, M. A. (2019). Pengaruh Online Customer Review dan Online Customer Rating terhadap Keputusan Pembelian melalui Marketplace Shopee . Jurnal Ilmu Administrasi Bisnis, 1–11.
Auliya, Z. F., Rifqi, M., Umam, K., & Prastiwi, S. K. (2017). Online Customer Review (OTRs) dan Rating Kekuatan baru pada Pemasaran Online di Indonesia. 89–98.
Damayanti Geraldine, A. L., & Anisa, F. (2022). Pengaruh Brand Image, Online Customer Review, dan Kualitas Pelayanan Terhadap Keputusan Pembelian di Lazada. Borobudur Management Review, 2(2), 132–142. https://doi.org/10.31603/bmar.v2i2.6963
Fahlevi, P., & Dewi, A. O. P. (2019). Analisis Aplikasi Ijateng Dengan Menggunakan Teori Technology Acceptance Model (TAM). Jurnal Ilmu Perpustakaan, 8(2), 103–111.
Kotler, P. & K. kevin L. (2009). MARKETING MANAGEMENT.
Lackermair, G., Kailer, D., & Kanmaz, K. (2013). Importance of Online Product Reviews from a Consumer’s Perspective. Advances in Economics and Business, 1(1), 1–5. https://doi.org/10.13189/aeb.2013.010101
Mulyati, Y., & Gesitera, G. (2020). Pengaruh Online Customer Review terhadap Purchase Intention dengan Trust sebagai Intervening pada Toko Online Bukalapak di Kota Padang. Jurnal Maksipreneur: Manajemen, Koperasi, Dan Entrepreneurship, 9(2), 173. https://doi.org/10.30588/jmp.v9i2.538
Ningsih, E. S. P. (2019). Pengaruh Rating dan Online Customer Review terhadap Keputusan Pembelian Secara Online pada Marketplace Shopee. 2, 1–13.
Paget, S. (2023). Local Consumer Review Survey 2023. https://www.brightlocal.com/research/local-consumer-review-survey/
Safitri, S., Yacob, S., & Yuniarti, Y. (2022). Effect of Digital Marketing and Product Quality on Consumer Purchase Interest in the Marketplace Shopee During Pandemic. Journal of Business Studies and Mangement Review, 5(2), 303–311. https://doi.org/10.22437/jbsmr.v5i2.19026
Downloads
Published
How to Cite
Issue
Section
License
Copyright (c) 2023 Feyza Muhammad Ikhsan, Syahmardi Yacob, Dede Suleman
This work is licensed under a Creative Commons Attribution 4.0 International License.
This work is licensed under a Creative Commons Attribution 4.0 International License.