Investigating the Effect of Customer Reviews and Online Customer Ratings on Purchase Intention: Mediating Role of Word of Mouth

Indawati Lestari; Maharani Maharani

doi:10.56225/ijfeb.v2i4.285

Authors

Indawati Lestari Faculty of Economics and Business, Universitas Medan Area, Medan Sunggal, 20112 Kota Medan, Sumatera Utara, Indonesia
Maharani Maharani Faculty of Economics and Business, Universitas Medan Area, Medan Sunggal, 20112 Kota Medan, Sumatera Utara, Indonesia

DOI:

https://doi.org/10.56225/ijfeb.v2i4.285

Keywords:

Online customer review, Online customer ratings, Word of Mouth, Purchase intention

Abstract

Technological advancement is accelerating, compelling business professionals to consistently engage in online marketing through e-commerce to stay competitive. By examining customer reviews and ratings online, this study seeks to determine how word of mouth affects purchase intentions. The research was conducted in Binjai city with a sample of 120 respondents. Purposive sampling was carried out with the condition that the respondent was female. Data analysis in this study used path analysis. The result shows that online customer reviews and ratings have a significant positive relationship with word of mouth. Also, online customer reviews, ratings, and word of mouth effect positively with purchase intention. In addition, this study found that word of mouth mediates the relationship between online customer reviews and online customer ratings on purchase intention. This study unequivocally demonstrates a noteworthy and positive relationship between online customer reviews and ratings and the phenomenon of word of mouth. Furthermore, the research establishes that these online reviews and ratings significantly shape purchasing intentions through word of mouth. It underscores the influential role that virtual customer feedback plays in fostering and amplifying consumer perceptions, highlighting its significance in shaping purchasing decisions in the digital landscape.

References

Aditya, K. Y., & Wardana, I. M. (2017). Peran Brand Equity Dalam Memediasi Pengaruh Word Of Mouth Terhadap Niat Beli. E-Jurnal Manajemen Unud, 6(2), 830–856.

Agesti, N., Ridwan, M. S., & Budiarti, E. (2021). The Effect of Viral Marketing, Online Customer Review, Price Perception, Trust on Purchase Decisions with Lifestyle as Intervening Variables in the Marketplace Shopee in Surabaya City. International Journal of Multicultural and Multireligious Understanding, 8(3), 496–507.

Al-Gasawneh, J. A., A.AL-Dalaeen- Al-Balqa, J., Hasan, M. A., Mahmoud, A. M. A., Al-Rawashdeh, G. H., Mukattash, I. L., & Saputra, J. (2023). The moderating role of reliability on the relationship between electronic word of mouth and cus-tomer purchase intention in Jordanian real estate enterprises. International Journal of Data and Network Science, 7(2), 687–694. https://doi.org/10.5267/j.ijdns.2023.3.003

Anastasiei, B., Dospinescu, N., & Dospinescu, O. (2023). Word-of-Mouth Engagement in Online Social Networks: Influence of Network Centrality and Density. Electronics, 12(13), 1–16. https://doi.org/10.3390/electronics12132857

Aravindan, K. L., Ramayah, T., Thavanethen, M., Raman, M., Ilhavenil, N., Annamalah, S., & Choong, Y. V. (2023). Modeling Positive Electronic Word of Mouth and Purchase Intention Using Theory of Consumption Value. Sustainability, 15(4), 1–19. https://doi.org/10.3390/su15043009

Assifah, A. F., & Sumadi, S. (2021). The Role of Electronic Word of Mouth on Online Shopping Intention in E-Commerce. Cross-Border Journal of Business Management, 1(2), 230–243.

Chen, Y., & Xie, J. (2008). Online Consumer Review: Word-of-Mouth as a New Element of Marketing Communication Mix. Management Science, 54(3), 477–491. https://doi.org/10.1287/mnsc.1070.0810

Clark, S. E. (2021). Nursing Faculty Experiences With Mobile Technology Use in the Classroom (pp. 1–24). Walden University.

DEPARI, G. S., & Ginting, N. (2022). The Influence of Online Customer Review and Perceived Quality Toward Customer Purchase Decision At Lazada Online Retail Company. Jurakunman (Jurnal Akuntansi Dan Manajemen), 15(1), 1–19. https://doi.org/10.48042/jurakunman.v15i1.84

Fahrozi, R., Rahmawati, D., Muldani, V., & Saddam, M. (2022). The influence of online customer review on trust and its implications for purchasing decisions on the Tokopedia marketplace. Jurnal Administrare, 9(1), 217–228.

Ginting, Y. M., Chandra, T., Miran, I., & Yusriadi, Y. (2023). Repurchase intention of e-commerce customers in Indonesia: An overview of the effect of e-service quality, e-word of mouth, customer trust, and customer satisfaction mediation. International Journal of Data and Network Science, 7(1), 329–340. https://doi.org/10.5267/j.ijdns.2022.10.001

Istiqomah, M., & Mufidah, L. (2021). Pengaruh Review Service Menu dan Rating Menu terhadap Keputusan Pembelian Makanan pada Marketplace Shopeefood. Jurnal Socia Akademika, 7(2), 99–103.

Joesyiana, K. (2018). Pengaruh word of mouth terhadap keputusan pembelian konsumen pada media online shop shopee di pekanbaru. Jurnal Valuta, 4(1), 71–85.

Kalangi, N. J., Tamengkel, L. F., & Walangitan, O. F. C. (2019). Pengaruh Celebrity Endorser Dan Brand Image Terhadap Keputusan Pembelian Shampoo Clear. Jurnal Administrasi Bisnis, 8(1), 44–54. https://doi.org/10.35797/jab.8.1.2019.23499.44-54

Mahmudah, S. (2021). Analisis Edukasi Produk Halal Dalam Mendesain Islamic Lifestyle (Studi Kasus Pada Keluarga Besar UIN Sunan Ampel Surabaya). In Universitas Islam Negeri Sunan Ampel. Surabaya (pp. 1–100).

Mariantika, U., & Nuryakin. (2023). The Influence of Electronic Word of Mouth on Purchase Intention Through Brand Image as Variable Intervening. In South Asian Res J Bus Manag (Vol. 5, Issue 1, pp. 380–385). https://doi.org/10.1007/978-3-031-36001-5_48

Naomi, I. P., & Ardhiyansyah, A. (2021). The effects of online customer reviews and online customer ratings on purchasing intentions in west java marketplaces. Inovasi, 17(4), 810–816. https://doi.org/10.30872/jinv.v17i4.10224

Philip Kotler, K. L. K. (2009). Manajemen Pemasaran (13th ed.). Erlangga.

Prasetio, A., & Purnamawati, E. D. (2023). The Role of Brand Ambassador and Electronic Word of Mouth towards Purchase Intention. Jurnal Dinamika Manajemen, 14(1), 1–21. https://doi.org/10.15294/jdm.v14i1.38435

Prasetyo, A., & Adriyanto, A. T. (2022). The Effect of Celebrity Endorsment Towards Purchasing Intention Through Brand Perception as Intervening Variable on Shopee Consumers During the COVID-19 Pandemic. International Journal of Economics, Business and Accounting Research, 6(1), 2148–2155. https://doi.org/10.29040/ijebar.v6i1.4472

Rahmawati, R., Jatmiko, R. D., & Sa’diyah, C. (2022). The Effect of Brand Ambassador, Website Quality, and E-WOM on Purchase Decision in Shopee E-commerce. Jurnal Maksipreneur: Manajemen, Koperasi, Dan Entrepreneurship, 12(1), 218–233. https://doi.org/10.30588/jmp.v12i1.1023

Ramdhan, J. M. (2019). Pengaruh Media Sosial Dan E-Commerce Terhadap Keputusan Pembelian Distro House of Smith. Almana: Jurnal Manajemen Dan Bisnis, 3(3), 534–544.

Regina Dwi Amelia, Michael, M., & Mulyandi, R. (2021). Analisis Online Consumer Review Terhadap Keputusan Pembelian pada E-Commerce Kecantikan. Jurnal Indonesia Sosial Teknologi, 2(2), 274–280. https://doi.org/10.36418/jist.v2i2.80

Sianipar, F. A. H., & Yoestini, Y. (2021). Analisis Pengaruh Customer Review Dan Customer Rating Terhadap Keputusan Pembelian Produk di Online Marketplace (Studi Pada Mahasiswa Pengguna Tokopedia di Kota Semarang). Diponegoro Journal of Management, 10(6), 1–10.

Simamora, V., & Maryana, D. (2023). Pengaruh Online Customer Review dan Online Customer Rating Terhadap Keputusan Pembelian Pada Aplikasi Tokopedia Dimoderasi Oleh Kualitas Produk. Cakrawala Repositori IMWI, 6(1), 666–680. https://doi.org/10.52851/cakrawala.v6i1.189

Su, B.-C., Wu, L.-W., Lin, H., & Lin, C.-A. (2023). The Mediating Effect of Herd Behavior and Brand Attitude towards the Impact of Spokesman Credibility, Source Fit, and Online Word-of-Mouth on Purchase Intention. Sustainability, 15(1), 1–21. https://doi.org/10.3390/su15010888

Sugiyono. (1995). Metode penelitian kuantitatif, kualitatif, dan R&D. Alfabeta.

Syakira, S. N., & Moeliono, N. N. K. (2019). Pengaruh Online Consumer Review Oleh Beauty Vlogger Suhay Salim Terhadap Proses Keputusan Pembelian Produk Freeman Feeling Beautiful Facial Masks (studi Pada Penonton Youtube Freeman Masks Collection Review Akun Suhay Salim). EProceedings of Management, 6(2), 4412–4420.

Yulistiyani, N., Afwa, A., & Puspita, A. (2024). Pengaruh Promo Gratis Ongkos Kirim dan Online Customer Review terhadap Keputusan Pembelian pada Event Tanggal Kembar Shopee di Pekanbaru. Al Qalam: Jurnal Ilmiah Keagamaan Dan Kemasyarakatan, 18(1), 20–37. https://doi.org/10.35931/aq.v18i1.2971