Workhybrid2021

The Impact of Online Customer Reviews on Purchase Intention in Online Marketplace

Agus Rahayu · Dian Herdiana Utama · Ririe Novianty

9 citations0/0 files storedAdvances in economics, business and management research/Advances in Economics, Business and Management Research

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Consumer Behavior and Marketing Influence Digital Marketing and Social Media Technology Adoption and User Behaviour

Abstract

This study aims to determine the description of online customer reviews on Blibli website visitors in Indonesia, knowing the description of purchase intentions on Blibli website visitors in Indonesia, and to find the magnitude of the influence of online customer reviews on purchase intention on Blibli website visitors in Indonesia.This type of research is descriptive explanative, and the method used is a survey method using a simple random sampling technique with a sample size of 400 respondents.Data analysis technique used is path analysis with SPSS 22.0 for Windows computer software.The findings of this study indicate that the description of online customer reviews is in the good category, the description of purchase intention in the good category, the variable online customer reviews that has a high influence on purchase intention is the source credibility dimension, while the dimension that has the lowest influence is the quality of the argument.Based on the results of research purchase intention is influenced by online customer reviews with a strong category and external influences that are not examined also with the medium category.

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2011Do social media marketing activities enhance customer equity? An empirical study of luxury fashion brand 2012Popularity of Brand Posts on Brand Fan Pages: An Investigation of the Effects of Social Media Marketing 2001Relationship development and marketing communication: an integrative model 2016Consumer Behavior towards Decision Making and Loyalty to Particular Brands

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