Proceedings of the 5th International Conference on Applied Economics and Social Science, ICAESS 2023, 7 November 2023, Batam, Riau islands, Indonesia

Research Article

The Influence of Online Customer Reviews on Consumer Purchasing Decisions through the Shopee Marketplace

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  • @INPROCEEDINGS{10.4108/eai.7-11-2023.2342280,
        author={Shinta Wahyu Hati and Silvia Anika Putri and Larasati Othanindyah Satiti},
        title={The Influence of Online Customer Reviews on Consumer Purchasing Decisions through the Shopee Marketplace},
        proceedings={Proceedings of the 5th International Conference on Applied Economics and Social Science, ICAESS 2023, 7 November 2023, Batam, Riau islands, Indonesia},
        publisher={EAI},
        proceedings_a={ICAESS},
        year={2023},
        month={12},
        keywords={shopee consumer reviews purchase decision},
        doi={10.4108/eai.7-11-2023.2342280}
    }
    
  • Shinta Wahyu Hati
    Silvia Anika Putri
    Larasati Othanindyah Satiti
    Year: 2023
    The Influence of Online Customer Reviews on Consumer Purchasing Decisions through the Shopee Marketplace
    ICAESS
    EAI
    DOI: 10.4108/eai.7-11-2023.2342280
Shinta Wahyu Hati1,*, Silvia Anika Putri1, Larasati Othanindyah Satiti1
  • 1: Politeknik Negeri Batam
*Contact email: shinta@polibatam.ac.id

Abstract

The purpose of this study is to observe the extent of the impact of online customer reviews on consumer purchase decisions from the shopee marketplace. Respondents tend to consider customer reviews before making a purchase decision, both in terms of product quality and user satisfaction. The population of this study is people who provide online customer reviews on wardah matte lip cream products through the shopee marketplace, while the sample of this study is 100 respondents. This study uses multiple linear regression analysis techniques to show if partial and simultaneous variables are perceived usefulness, source credibility, argument quality, volume of online reviews on purchasing decisions.