Online Customer Reviews Research Articles

Pengaruh Online Consumer Review Dan Program Gratis Ongkos Kirim Terhadap Keputusan Pembelian Pada Platform E-Commerce Tiktok Shop

This study aims to investigate the influence of Online Customer Review (X1) and Free Shipping Promotion (X2) on purchasing decisions in Tiktok Shop E-Commerce. A quantitative research method was employed, using a questionnaire filled out by 119 students from the Faculty of Law and Business at Duta Bangsa University, Surakarta. The results of the analysis indicate that both variables, Online Customer Review and Free Shipping Promotion, significantly influence online purchasing decisions on Tiktok Shop platform. The use of online consumer reviews and providing free shipping promotions can enhance purchasing decisions in the platform. Validity and reliability tests indicate that the questionnaire instrument used is valid and reliable. The coefficient of determination test shows that both independent variables are capable of explaining 53% of the dependent variable. The findings of this study contribute to understanding consumer behavior in the digital environment, particularly in the context of Tiktok Shop E-Commerce.

The Influence of Promotions, Online Customer Reviews, and Online Customer Ratings on Decisions to Purchase Muslim Clothing Products in E-Commerce Shopee on IKHAC Students

Research conducted by the Global Overview Report shows that Indonesia is ranked fifth as a country with people who often shop online with a percentage reaching 36%. This research aims to measure the influence of promotions, online customer reviews, and online customer ratings on purchasing decisions for Muslim clothing products on Shopee e-commerce. This research uses quantitative methods with survey methods. A total of 100 respondents were selected using a probability sampling technique using the Slovin formula from all undergraduate students at the Institut Pesantren KH. Abdul Chalim (IKHAC). The results of this research, the T-test show that the independent variable is promotion, Online customer reviews, and online customer ratings partially have a positive and significant effect on purchasing decisions for Muslim clothing products on e-commerce Shopee among IKHAC students. In the F test, the independent variables promotion, online customer review, and online customer rating simultaneously have a positive and significant influence on the decision to purchase Muslim clothing products on e-commerce Shopee among IKHAC students. Based on the coefficient of determination value, it shows that 66.4% is influenced by the three factors above.

Brand wagon effect: How brand equity eclipses the effect of eWoM on purchase intentions – Mediating role of review helpfulness

As a result of digitalization, consumers have more agency than in earlier times. Consumers now have the ability to express their consumption experiences through diverse online platforms by means of rating or providing written feedback. The ability to effectively decipher online customer reviews (OCRs) holds significant importance for businesses due to its far-reaching consequences. This research aimed to determine if review valence (RV) (the degree to which reviews are extremely positive or negative) was transmitted to purchase intentions via review helpfulness within the framework of signaling theory and cue-diagnosticity theory. The research also examined the presence of negative bias among customers when evaluating the valence of online customer reviews (OCRs) and its signaling ofreview helpfulness. Further, to determine if such an effect occurs within the boundaries of brand equity, an experimental study was conducted sequentially on two products: mobile phones and laptop computers. The study did not find negative bias among consumers concerning the assessment of RV. Further, the study supports an indirect effect of RV on purchase intention through review helpfulness. In addition, the results demonstrate that the referred effect is fully mediated by review helpfulness. Moreover, the results indicate that such an indirect effect is contingent on the brand's equity. The findings indicate that the RV has a significant effect on purchase intentions, particularly when brand equity is low. The study also discusses the study's managerial and research implications.

The effect of online customer reviews and celebrity endorsement on young female consumers’ purchase intentions

PurposeYoung consumers are increasingly using online reviews and celebrity influence to make purchase decisions. The purpose of this study is to ascertain the influence of online customer reviews, celebrity influencer’s attractiveness, celebrity influencer’s credibility on female millennials’ purchase intention of beauty products.Design/methodology/approachTo validate the research questions and hypotheses, data were obtained from young female consumers using an electronic self-administered survey questionnaire that was close ended. A total of 203 valid responses were obtained from which data were analysed by making use of structural equation modelling Mplus and the Statistical Package for the Social Sciences version 28.FindingsThe obtained results showed that the seven hypotheses of the study were positive. However, two hypotheses were negative, namely, celebrity influencer attractiveness did not have a significant influence on the attitude of consumers; and brand loyalty was not significantly correlating with young female consumers’ purchase intention of beauty products.Practical implicationsGiven that millennials are known to be active users of social media and often consult online peer product reviews, marketers and practitioners of beauty industry should improve the effectiveness and usability of beauty influencers and online reviews to attract female millennial consumers.Originality/valueThis research contributes to understanding young female consumers’ attitudes towards purchasing beauty products, especially the combined influence of group influence (online reviews) and media influence (celebrity beauty influencers) on such attitudes.

Do Online Customer Reviews Matter? A Study of Woman's Buying Interest in Beauty Products

The growth of internet users in Indonesia is accelerating rapidly, especially in 2022. This surge in internet users can be attributed to the pandemic's impact on lifestyle, which encourages people to adopt digital products, including reliance on online customer reviews for product information. This study aims to determine the influence of online customer reviews on buying interest in beauty products. Researchers used quantitative methods and non-probability techniques with purposive sampling using an online questionnaire with the criteria of customers (women) who use and have read beauty product reviews. Researchers obtained 122 respondents who were analyzed using multiple linear regression analysis techniques. The results proved that online customer reviews covering all dimensions influenced purchase intention. The credibility of a review and reviewers as in the dimension of review credibility is important for customers reading online customer reviews to influence buying interest in beauty products. This research helps beauty product owners to understand and utilize online customer reviews in their business.

Analisis Peran Online Customer Review Dalam Memediasi Hubungan Online Customer Rexperience Terhadap Peningkatan Marketplace Rating

Marketplace is one of the impacts from development of e-commerce systems in the world. Marketplace are in great demand by all types of groups because they are able to increase the effectiveness and efficiency of users in shopping online. Starting from the choice of goods with various prices, brands, quality, to easy and fast transaction and shipping processes. However, along with its development, competition between marketplace companies has become increasingly stringent, causing several companies to experience a decline due to newcomers offering new experiences. This research was made with the aim of knowing the extent to which the influence of online user experience (online customer experience) in increasing marketplace ratings through online customer reviews as a mediating variable. Quantitative research method with proportional random sampling technique is the research method used for this research. Data collection was carried out by distributing questionnaires to 250 respondents consisting of students who have used the Bukalapak application from each tertiary institution in the city of Sukabumi. The data analysis technique in this study used structural equation modeling (SEM) using AMOS software version 22. The final results of the study showed that there was a positive influence from online customer reviews in mediating the relationship between online customer experience and marketplace rating. Ratings on companies can increase if they succeed in creating the best experience for users after using online shopping applications.
 Keywords: Marketplace, Marketplace Rating, Online Customer Experience, Online Review

"Friends, not food": Depictions of Animals in Vegan Picturebooks

Abstract: Like mainstream children's literature, vegan picturebooks teach children fundamental cultural messaging about food, what (or whom) to eat or not to eat. In doing so, many of these books use some iteration of animals as "friends, not food" to recalibrate the human-animal relationship. Such framing of animals as "friends" or "food" is integral to telling the truth about animal use and consumption by humans, but it can also be problematic because it risks reducing ethical veganism to a dietary practice alone, rather than a holistic philosophy and praxis of animal empowerment. To expose the realities of animal consumption, moreover, some vegan picturebooks include graphic depictions of cruelty to animals, which may not be age-appropriate for younger readers. Informed by critical animal studies (CAS) and vegan studies, this paper analyzes two discursive strategies found in popular vegan picturebooks: encouraging empathy through interspecies similarities ("friends") and foregrounding the impact of what we eat on humans, animals, and the environment ("food"). Vegan picturebooks are selected from recommended lists on vegan blogs, and their popularity is qualitatively analyzed based on reader feedback in online customer reviews. The conclusion reflects on the broader influence of vegan picturebooks on younger readers, provides more context for their focus on animals as food, and considers whether a gentler message of interspecies compassion and an aspirational, rather than identity-based, veganism might be more persuasive in spreading veganism, given its potential to reach vegan allies and other non-vegans.

Z세대 한식 배달 음식 온라인 고객 리뷰(OCR)의 지각된 리뷰 유용성이 구매의도에 미치는 영향에 관한 연구

The purpose of this study was to examine the effect of perceived review usefulness of online customer reviews (OCR) on purchase intention based on more segmented generation Z and Hansik delivery. To achieve the purpose of this study, a total of 317 copies were used for empirical analysis through Google Survey as an online survey targeting Generation Z in Busan who had recent experience of using delivery apps. As a result of the analysis, first, in the relationship between customer review characteristics and perceived usefulness of Hansik delivered to Generation Z, empathy was the highest in online customer review information characteristics, and recency was the lowest. Second, in the relationship between perceived usefulness and purchase intention, it was found that perceived usefulness affects purchase intention. As for the practical implications, first, online customer reviews should convey emotional meaning about two-way communication with customers. Second, in order to increase purchase intention, it is considered necessary to provide benefits for creating a culture for sharing information on user reviews. Third, it is considered necessary to introduce a system that can remove outliers that are significantly different from other subjects by systematically deviating from the average for malicious reviews.

Pengaruh Online Customer Review dan Price Consciousness terhadap Keputusan Pembelian pada Layanan Gofood melalui Aplikasi Gojek dengan Selera sebagai Variabel Mediasi

This study aims to test online customer review and price consciousness of tastes, test online customer review and price consciousness of purchasing decisions, test tastes of purchasing decisions and test online customer review and price consciousness of purchasing decisions with tastes as a mediating variable. The subjects of this study are people who live in Ubud District, Gianyar Regency who are users of GoFood services on the Gojek application while the objects of this study are online customer review, price consciousness, tastes and purchasing decisions. The research design used is causal quantitative research. The data collection technique in this study was using a questionnaire and the data was then analyzed using path analysis. The results showed that (1) online customer review have a significant effect on tastes in GoFood services through the Gojek application, (2) price consciousness has a significant effect on tastes in GoFood services through the Gojek application, (3) tastes have a significant effect on purchasing decisions on GoFood services through Gojek application, (4) online customer review have no effect on purchasing decisions on GoFood services through the Gojek application, (5) price consciousness has no effect on purchase decisions on GoFood services through the Gojek application, (6) tastes do not mediate the relationship between online customer review of purchasing decisions on GoFood services through the Gojek application, (7) tastes mediate the relationship between price consciousness and purchase decisions on GoFood services through the Gojek application.

Using Online Customer Reviews to Understand Customers’ Experience and Satisfaction with Integrated Resorts

With the diverse demands of customers for their accommodation experiences, integrated resorts have emerged and have been popular among tourists. Meanwhile, in the context of Tourism and Hospitality 4.0, online information collection and marketing has been one of the most effective strategies for industry operators and investors. Thus, the present study adopted online reviews generated by customers themselves to explore their experience and satisfaction with integrated resorts. With the qualitative and quantitative analyses of online customer reviews, firstly, 70 prominent keywords were extracted from the reviews, and some general understanding was obtained from the top frequent words. After conducting a semantic network analysis of the top frequent words, significant and central words in the network were identified, which were utilized as basic variables for the specific exploration of factors reflecting customers’ experience. In the meantime, four dimensions, “Amenities”, “Entertainment”, “Tourist”, and “Atmosphere”, were garnered via CONCOR analysis to illustrate the key dimensions of customers’ cognition and awareness towards resorts. At last, a quantitative analysis with an exploration factor analysis and a linear regression analysis were conducted to testify the correlation between customer experience and satisfaction. Three factors, “environment”, “staff service”, and “food service”, have a significant effect on customer satisfaction. Analytics of online customer reviews with a big volume, which differ from traditional research methods by designed structure or content, could generate more comprehensive understanding and cognition of research subjects. The findings obtained from analytics could provide baseline information for future research and industry development and promotion.

Analysis of Online Customer Review on Purchase Decisions with Customer Trust as Intervening

This internet service can be used in various fields, such as the use of the internet in the fields of economy, education, industry, telecommunications, and tourism to the field of beauty. Nowadays, the use of the internet is no stranger to finding information about beauty products. In this regard, it is necessary to discuss the influence of online customer reviews on purchase decisions through customer trust in Female Daily. This study aims to determine the effect of online consumer reviews on purchase decisions through trust as an intervening variable. The population in this study is the Indonesian people who have accessed the website Female Daily. The sample size in the study was 100 people, and the method used in this study was quantitative. The data collection method used is a questionnaire. The analytical method used in this research is path analysis. The results of the analysis in this study indicate that online customer reviews and customer trust have a significant effect on purchase decisions. Online customer reviews have a significant effect on customer trust. Customer trust can mediate online customer reviews of purchase decisions with a percentage of 84.5%.

The Influence of Online Customer Review, Customer Rating, and Viral Marketing on Purchase Decisions in Generation Z at Tokopedia

Tokopedia is the most visited e-commerce platform in Indonesia. But now there is a problem because Tokopedia is still below its competitors in purchasing decisions for generation Z. So the problem formulation in this study is whether customer reviews, customer ratings, and viral marketing influence purchasing decisions. This study has the objective of knowing, proving, and analyzing the influence of customer reviews, customer ratings, and viral marketing on purchasing decisions. The population in this study is generation Z consumers who have made purchases at Tokopedia in Jakarta. The sample used was 100 respondents, with quantitative data types and non-probability sampling methods (purposive sampling). The analysis technique uses Partial Least Square (PLS) with SmartPLS 3.0 software. The results of this study indicate that the variables customer review, customer rating, and viral marketing have a positive and significant impact on purchasing decisions. This study obtained the result that the customer review variable had the highest influence on the t-statistic test, which was 49.2%.
 
 Keywords:customer reviews, customer ratings, viral marketing,purchase decision, e-commerce

The Influence of Online Customer Reviews and Trust on Purchasing Decisions in E-Commerce Lazada in Surabaya City

This study investigated the impact of online customer reviews and trust on purchasing choices made on Surabaya City’s Lazada e-commerce site. Utilizing quantitative research techniques, this investigation. 98 respondents from Surabaya city residents who were at least 17 years old and had made transactions on the e-commerce site Lazada made up the sample for this study. Non-probability sampling with a purposive sampling strategy was the sampling technique employed. Information gathered through handing out surveys. The SmartPLS 3.0 application is used in the data analysis approach, which employs Partial Least Square (PLS) analysis. The findings demonstrated that Lazada’s e-commerce in Surabaya city is positively and significantly impacted by online customer reviews and trust.

Pengaruh Content Marketing dan Online Customer Review di TikTok Terhadap Keputusan Pembelian Produk Sabun Cuci Muka Garnier.

Technology that is growing rapidly, especially in the field of social media, provides many opportunities forbusiness people as a marketing medium for company products so that they can be recognized by the wider community, one of which is the TikTok application. The purpose of this study is to find out whether content marketing and online customer reviews on TikTok influence the purchasing decision of Garnier face wash products. The research sample consisted of UPN Veterans East Java students who have a TikTok account and havepurchased Garnier face wash, a total of 72 respondents, using a purposive sampling method. Data collection method used is a questionnaire. There were 72 respondents who were then analyzed using Partial Least Square (PLS). The results of this study indicate that content marketing has a positive influence on purchasing decisions and online customer reviews also have a positive influence on purchasing decisions.
 Keywords: Content Marketing; Online customer reviews; Buying decision.

The Muslim Hipster and Consumption Behavior Phenomena in the Shopee Marketplace of Makassar

The research implemented a descriptive quantitative method, aimed to investigate (1) the influence of Muslim hipsters on the buying decisions of Muslim fashion products in the Shopee marketplace, (2) the effect of online customer reviews on the purchasing decisions of Muslim fashion products in the Shopee marketplace. The data used in this study comprised primary data collected through questionnaires. The method used to analyze the data was the multiple linear regression analysis method. The population in this study consisted of students of the Islamic Religious Education and English Language Education Departments, Faculty of Tarbiyah and Teacher Training, UIN Alauddin Makassar, who were users of the Shopee Apps. The sample used in this study was 60 respondents. The results of this study indicate that Muslim hipsters and online customer reviews have a positive and significant effect on the users’ purchasing decisions. These results indicate that a Muslim hipster, with the lifestyle and values it identifies, can attract more buyers, increase sales, and generate greater profits for the business. Online customer reviews can influence purchasing decisions and provide important information to prospective buyers. Both variables can be exploited by business actors in their marketing strategies to enhance their brand confidence and reputation, as well as attract more buyers. In an effort to pay attention to consumer lifestyle trends, preferences, and purchasing behavior, business operators can develop more effective marketing strategies and expand their market share.

PENGARUH ONLINE CUSTOMER REVIEW DAN RATING TERHADAP KEPUTUSAN PEMBELIAN DI LAZADA

Online Customer Reviews and Online Customer Ratings are very valuable features for consumers to obtain information for consideration in deciding to purchase online. This study aims to analyze the influence of Online Customer Reviews and Online Customer Ratings on Purchase Decisions on the Lazada E-commerce platform. This research was conducted using quantitative methods and associative approaches. The population in the study were 143 management students at the Asia Institute of Malang and the research sample was obtained using a purposive sampling technique with a total of 107 people. Data was collected through a survey using a questionnaire to students who made purchases through Lazada. The collected data were analyzed using multiple linear regression analysis to examine the relationship between Online Customer Reviews, Online Customer Ratings, and Purchase Decisions. The results of data analysis show that Online Customer Reviews have a positive and significant influence on Purchasing Decisions. Likewise, Online Customer Rating also has a positive and significant influence on Purchase Decision. In addition, the results of the F test show that simultaneously, Online Customer Reviews and Online Customer Ratings together influence Purchase Decisions
 Keywords: Reviews, Ratings, Purchasing Decisions

The Influence of Product Quality, Price and Online Customer Reviews on Maybelline Cosmetic Purchasing Decisions (Case Study of College Students on Tiktok)

The all-digital era makes cosmetic products must maintain product quality factors, online customer reviews, and product prices in order to maintain good sales. With good product quality, appropriate prices and positive and easily searchable online customer reviews, it is enough to make consumers make purchasing decisions on any product, including Maybelline. There are two problems that exist in this study, namely whether there is a partial influence on (1) product quality variables; (2) product prices; (3) online customer review variables; and (4) quality, price, and variables have a stimulant effect on Maybelline cosmetics. The objectives of this study include testing, analyzing, and knowing the effect of (1) product quality, (2) price effect, (3) online review effect, and (4) stimulant effect of Maybelline cosmetic products on female students on Tiktok. Data collection techniques, namely questionnaire distribution, observation, and literature study. The data analysis technique in this study is descriptive and inferential statistical analysis using SmartPLS software. The research results obtained include product quality partially affecting (1) product purchasing decisions, (2) product prices, (3) online customer reviews, and (4) product quality, price, and variables have a stimulant effect on Maybelline cosmetics. Suggestions for future researchers are (1) to include other variables and focus research with other platforms in order to differentiate the results; (2) pay attention to the quality and price of new products to focus on online customer reviews with the involvement of influencers; and (3) Maybelline companies to maintain quality at affordable prices so that consumer perceptions are always good, (4) consumers who are interested in Maybelline products because they are worth considering. Keywords: Quality, Price, Review, Maybelline, Tiktok

The Effect of Online Customer Reviews, Online Customer Ratings, and Influencers on Purchase Decisions

This study aims to determine the influence of online consumer reviews, online customer ratings, and influencers on purchase decisions among Shopee consumers. The sampling was conducted using a non-probability sampling technique with a purposive sampling approach. The study was carried out in November 2022, with a total sample size of 160 respondents. The criteria used to select respondents for this study were females who are Shopee account holders, have made fashion product purchases on the platform, and are aged between 18 to 25 years old. The data analysis technique used for this study was multiple linear regression. The results of this study indicates that: online consumer reviews have a positive effect on purchase decisions, online customer ratings also have a positive effect on purchase decisions, and Shopee influencers also have a positive effect on purchase decisions.

Rating and perceived helpfulness in a bipartite network of online product reviews

AbstractIn many e-commerce platforms user communities share product information in the form of reviews and ratings to help other consumers to make their choices. This study develops a new theoretical framework generating a bipartite network of products sold by Amazon.com in the category “musical instruments”, by linking products through the reviews. We analyze product rating and perceived helpfulness of online customer reviews and the relationship between the centrality of reviews, product rating and the helpfulness of reviews using Clustering, regression trees, and random forests algorithms to, respectively, classify and find patterns in 2214 reviews. Results demonstrate: (1) that a high number of reviews do not imply a high product rating; (2) when reviews are helpful for consumer decision-making we observe an increase on the number of reviews; (3) a clear positive relationship between product rating and helpfulness of the reviews; and (4) a weak relationship between the centrality measures (betweenness and eigenvector) giving the importance of the product in the network, and the quality measures (product rating and helpfulness of reviews) regarding musical instruments. These results suggest that products may be central to the network, although with low ratings and with reviews providing little helpfulness to consumers. The findings in this study provide several important contributions for e-commerce businesses’ improvement of the review service management to support customers’ experiences and online customers’ decision-making.

ANALISIS ONLINE CONSUMER REVIEWS DAN GREEN PRODUCT TERHADAP PURCHASE DECISION MELALUI TRUST SEBAGAI VARIABEL INTERVENING

In this study, trust will be used as a mediator to examine the elements that affect consumers' decisions to buy skin care goods at Sociolla. Quantitative research methodology is employed. 100 Sociolla consumers who bought Sukin goods in Indonesia are included in this study. Questionnaire-based data collection where answers are rated on a likert scale. Descriptive statistical analysis and inferential statistical analysis (SEM) based on variance, including the Measurement Model Indicator Test and Fit Model Test, are included in the data analysis process. testing of hypotheses using internal model testing findings. Based on the results of the analysis can be concluded that online customer reviews have a positive impact on consumer trust Sociolla, Green product has a positive effect on the trust of consumers Sociolla. Trust has no positive influence on purchase decisions, Online customer reviews have no positive impact on purchasing decisions. Green products have a positive impact on purchasing decisions. Trust variables do not play a role in measuring the influence of online customer reviews on consumer purchase decisions at Sociolla. Trust variables do not play a role in influencing the influence of green products on purchasing decisions at Sociolla.