The Impact of Online Reviews and Ratings on Consumer Purchasing Decisions on E-commerce Platforms
DOI:
https://doi.org/10.35870/ijmsit.v4i2.3373Keywords:
Online Reviews, Product Ratings, Purchase Decisions, E-commerce, Consumer TrustAbstract
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.
Downloads
References
Ahmad, A., Azzuma, D., & Imilda. (2024). Analisis Pengaruh Penerapan Health Facilities Information System Terhadap Kinerja Karyawan Rsud Meuraxa Kota Banda Aceh. Jurnal Sistem Komputer (SISKOM), 4(1), 1-9. https://doi.org/10.35870/siskom.v4i1.808
Arbaini, P. (2020). Pengaruh consumer online rating dan review terhadap keputusan pembelian pada pengguna marketplace tokopedia. Jurnal Bisnis Dan Manajemen, 7(1). https://doi.org/10.26905/jbm.v7i1.3897
Damaryanti, F., Thalib, S., & Miranda, A. (2022). Pengaruh brand image dan kualitas layanan terhadap keputusan pembelian ulang dengan kepuasan konsumen sebagai variabel moderating. Jurnal Riset Manajemen Dan Akuntansi, 2(2), 50-62. https://doi.org/10.55606/jurima.v2i2.253
Fahmi, R., Imilda, & Salam, A. (2024). Rancang Bangun Platform Penjualan Domain Dan Hosting Berbantuan Whmcs Berbasis Web. Jurnal Sistem Komputer (SISKOM), 3(1), 49-55. https://doi.org/10.35870/siskom.v3i1.793
Fardanty, R. (2024). Sistem Informasi Katalog Produk Pasar Tani Berbasis Web Pada Dinas Pertanian Dan Perkebunan Aceh. Jurnal Ilmu Komputer Dan Teknologi Informasi, 1(2), 51-61. https://doi.org/10.35870/jikti.v1i2.1089
Gunawan, F., Imilda, & Keumala, T. M. M. (2024). Analisis Information Gathering Target Daftar Pencarian Orang Menggunakan Metodeopen Source Intelligence Pada Kejaksaan Tinggi Aceh. Jurnal Sistem Komputer (SISKOM), 4(1), 10-21. https://doi.org/10.35870/siskom.v4i1.802
Hajriyanti, R., & Zahra, R. (2024). Pengaruh Faktor yang Mempengaruhi Pembelian Impulsif Online Produk Fashion melalui Siaran Langsung: Perbandingan antara Instagram dan TikTok. Jurnal Manajemen Dan Teknologi, 1(2), 1-15. https://doi.org/10.35870/jmt.v1i2.1055
Iqbal, T., Ismail, & Anisah. (2024). Dampak Persepsi Konsumen dan Pelayanan terhadap Keputusan Pembelian: Studi Empiris di Sektor Kuliner. Jurnal Manajemen Dan Teknologi, 1(2), 45-57. https://doi.org/10.35870/jmt.v1i2.1107
Julianti, D. and Junaidi, A. (2020). Pengaruh word of mouth terhadap keputusan pembelian baso aci akang citra raya tangerang. Prologia, 4(1), 75. https://doi.org/10.24912/pr.v4i1.6437
Mulyati, Y. and Gesitera, G. (2020). Pengaruh online customer review terhadap purchase intention dengan trust sebagai intervening pada toko online bukalapak di kota padang. Jurnal Maksipreneur Manajemen Koperasi Dan Entrepreneurship, 9(2), 173. https://doi.org/10.30588/jmp.v9i2.538
Novita, Y., Tarmizi, & Lidiana. (2024). Analisis Pengaruh Lingkungan Toko dan Kualitas Layanan terhadap Keputusan Pembelian Impulsif pada Konsumen. Jurnal Manajemen Dan Teknologi, 1(2), 32-44. https://doi.org/10.35870/jmt.v1i2.1103
Nur, D. and Octavia, A. (2022). Pengaruh electronic word of mouth terhadap keputusan pembelian dengan kepercayaan konsumen sebagai mediasi pada marketplace shopee di kota jambi. Jurnal Manajemen Terapan Dan Keuangan, 11(2), 387-399. https://doi.org/10.22437/jmk.v11i2.17960
Priyatin, A. (2023). Pengaruh online customer review dan online customer rating terhadap trust dan keputusan pembelian pada marketplace shopee. EMBISS, 4(1), 60-73. https://doi.org/10.59889/embiss.v4i1.281
Putra, G. (2023). Faktor-faktor yang berpengaruh pada keputusan berbelanja online menggunakan aplikasi shopee. Bip S Jurnal Bisnis Perspektif, 15(2), 118-127. https://doi.org/10.37477/bip.v15i2.435
Putri, N. and Iriani, S. (2019). Faktor-faktor yang memengaruhi keputusan pembelian melalui e-commerce shopee. Jurnal Komunika Jurnal Komunikasi Media Dan Informatika, 8(2), 69. https://doi.org/10.31504/komunika.v8i2.2391
Rahayu, S. (2021). Pengaruh harga, kepercayaan dan kualitas produk terhadap keputusan pembelian pengguna e-commerce tokopedia. Mbia, 20(1), 40-50. https://doi.org/10.33557/mbia.v20i1.1271
Rusiana, D., Iriani, S., & Witjaksono, A. (2023). Pengaruh celebrity endorser dan electronic word of mouth terhadap minat beli dengan brand image sebagai variabel mediasi pada e-commerce tokopedia. Jurnal Maksipreneur Manajemen Koperasi Dan Entrepreneurship, 12(2), 410. https://doi.org/10.30588/jmp.v12i2.1081
Sulistyawati, U. S., & Munawir. (2024). Membangun Keunggulan Kompetitif melalui Platform E-Commerce: Studi Kasus Tokopedia. Jurnal Manajemen Dan Teknologi, 1(1), 43-56. https://doi.org/10.35870/jmt.v1i1.776
Syaiful, A. and Lubis, M. (2021). Pengaruh kualitas pelayanan, harga, desain produk, dan celebrity endorser terhadap keputusan pembelian pakaian mahasiswa pada aplikasi shopee (studi kasus mahasiswa jurusan farmasi universitas perintis indonesia). Jurnal Manajemen Universitas Bung Hatta, 16(2). https://doi.org/10.37301/jmubh.v16i2.19039
Utomo, S. (2023). Pengaruh penilaian produk dan testimoni pelanggan terhadap keputusan pembelian di platform e-commerce bukalapak di indonesia. Sanskara Ekonomi Dan Kewirausahaan, 2(01), 26-36. https://doi.org/10.58812/sek.v2i01.271
Wulandari, D. (2024). Analisa online customer review (ocr) menggunakan algoritma naive bayes berbasis particial swarm optimization (pso). Jurnal Infortech, 6(1), 59-64. https://doi.org/10.31294/infortech.v6i1.21985
Downloads
Published
Issue
Section
License
Copyright (c) 2024 Rachmiani, Nabila Kintan Oktadinna, Tribowo Rachmat Fauzan
This work is licensed under a Creative Commons Attribution-NonCommercial-ShareAlike 4.0 International License.
Authors who publish with this journal agree to the following terms:
1. Copyright Retention and Open Access License
Authors retain copyright of their work and grant the journal non-exclusive right of first publication under the Creative Commons Attribution 4.0 International License (CC BY 4.0).
This license allows unrestricted use, distribution, and reproduction in any medium, provided the original work is properly cited.
2. Rights Granted Under CC BY 4.0
Under this license, readers are free to:
- Share — copy and redistribute the material in any medium or format
- Adapt — remix, transform, and build upon the material for any purpose, including commercial use
- No additional restrictions — the licensor cannot revoke these freedoms as long as license terms are followed
3. Attribution Requirements
All uses must include:
- Proper citation of the original work
- Link to the Creative Commons license
- Indication if changes were made to the original work
- No suggestion that the licensor endorses the user or their use
4. Additional Distribution Rights
Authors may:
- Deposit the published version in institutional repositories
- Share through academic social networks
- Include in books, monographs, or other publications
- Post on personal or institutional websites
Requirement: All additional distributions must maintain the CC BY 4.0 license and proper attribution.
5. Self-Archiving and Pre-Print Sharing
Authors are encouraged to:
- Share pre-prints and post-prints online
- Deposit in subject-specific repositories (e.g., arXiv, bioRxiv)
- Engage in scholarly communication throughout the publication process
6. Open Access Commitment
This journal provides immediate open access to all content, supporting the global exchange of knowledge without financial, legal, or technical barriers.
