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The Impact of Online Reviews and Ratings on Consumer Purchasing Decisions on E-commerce Platforms

  • Rachmiani1*
  • Nabila Kintan Oktadinna2
  • Tribowo Rachmat Fauzan3
1 Institut Tekhnologi Sains Muhammadiyah Kolaka Utara
2 ITB Bina Sriwijaya Palembang
3 Padjadjaran University image/svg+xml
* Corresponding Author: Rachmiani

Abstract

This study aims to analyze the impact of online reviews (Online et al.) and product ratings on consumer purchasing decisions on e-commerce platforms. In the digital era, OCR and product ratings have become key elements in building consumer trust, reducing perceived risk, and influencing purchasing behaviour. This study uses a quantitative approach with an online survey as a data collection method, involving 180 respondents selected by purposive sampling. Respondents are active consumers on e-commerce platforms such as Tokopedia, Shopee, and Bukalapak, with the criteria of having a shopping experience at least once in the last six months. Data analysis used descriptive and inferential statistics, including Pearson correlation tests and linear regression, to identify the relationship between reviews, ratings, and purchasing decisions. The results showed that positive reviews significantly increase consumer trust (β = 0.52, p < 0.05), while negative reviews are stronger in building risk perceptions that reduce purchase intentions (β = -0.48, p < 0.05). In addition, product ratings play an important role as a quality signal; Highly rated products tend to increase consumer trust (r = 0.65, p < 0.05) and influence purchase decisions simultaneously with reviews, with a coefficient of determination of 0.62. This study confirms that product reviews and ratings are significant social proof in online shopping. These findings provide strategic implications for e-commerce players to encourage positive reviews, respond to negative reviews professionally, and improve product ratings through consistent quality. Thus, strategies focusing on managing reviews and ratings can improve product competitiveness in the competitive e-commerce market. This study also recommends further exploration of moderating variables such as brand image and service quality to understand consumer behaviour dynamics holistically.

Keywords

Online Reviews Product Ratings Purchase Decisions E-commerce Consumer Trust

How to Cite

Citation Format
Rachmiani, R., Kintan Oktadinna, N., & Rachmat Fauzan, T. (2024). The Impact of Online Reviews and Ratings on Consumer Purchasing Decisions on E-commerce Platforms. International Journal of Management Science and Information Technology, 4(2), 504-515. https://doi.org/10.35870/ijmsit.v4i2.3373

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Author Biographies

Rachmiani, Institut Tekhnologi Sains Muhammadiyah Kolaka Utara

Faculty of Economics and Business, Entrepreneurship Study Program, Institut Teknologi dan Sains Muhammadiyah Kolaka Utara, Indonesia

Nabila Kintan Oktadinna, ITB Bina Sriwijaya Palembang

Digital Business, ITB Bina Sriwijaya Palembang, Indonesia

Tribowo Rachmat Fauzan, Padjadjaran University

Logistics Business Study Program, Vocational School, Universitas Padjadjaran, Bandung, Indonesia

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Copyright (c) 2024 Rachmiani, Nabila Kintan Oktadinna, Tribowo Rachmat Fauzan

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