Global Research on Economy, Business, Communication, and Information
Vol. 1 No. 1 (2023): GREBUCI: Mei - Oktober 2023

Online Customer Reviews, Online Customer Ratings, Purchasing Decisions

Steven Steven (Program Studi Manajemen, Institut Bisnis dan Informatika Kwik Kian Gie, Jakarta)
Abdullah Rakhman (Program Studi Manajemen, Institut Bisnis dan Informatika Kwik Kian Gie, Jakarta)

Article Info

Publish Date
14 May 2023

Abstract

Online shopping is now popular due to the development of Internet technology that enables shoppers to shop anywhere, anytime. However, behind its convenience, some drawbacks can be detrimental for the users, such as the breadth of the market and variants of similar products offered by different online stores that cause more difficult evaluations for many shoppers. In such a situation, shoppers rely on a shortcut mechanism to make purchase decisions, which considers mainly other customers' ratings and reviews. This study aims to investigate that shortcut in Tokopedia. Therefore, the authors recruited judgmentally 120 shoppers as respondents. Data analysis using multiple linear regression reveals that online customer reviews and ratings significantly and positively influence purchase decisions.

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Journal Info
Global Research on Economy, Business, Communication, and Information
Website

Abbrev

grebuci

Publisher

INSTITUT BISNIS DAN INFORMATIKA KWIK KIAN GIE

Subject

Computer Science & IT Economics, Econometrics & Finance Languange, Linguistic, Communication & Media Social Sciences

Description

Global Research on Economy, Business, Communication, and Information (GREBUCI, ISSN No. 3025-8626) diterbitkan oleh Lembaga Penelitian dan Pengabdian kepada Masyarakat (LPPM), Institut Bisnis dan Informatika Kwik Kian Gie, Jakarta. Sebagai jurnal akses terbuka, GREBUCI menerbitkan artikel ...