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IMPACT OF ONLINE CUSTOMER REVIEWS AND RATINGS ON ELECTRONIC PRODUCT PURCHASES: A TOKOPEDIA PLATFORM SURVEY AMONG PRODUCTIVE AGE CONSUMERS IN JAMBI CITY

Journal of Business Studies and Management Review · Vol. 7 No. 1 (2023) · hlm. 52–57

DOI
10.22437/jbsmr.v7i1.27980
ISSN
2597-6265, 2597-369X
Terbit
2023-12-22
Penerbit
Management Department, Faculty of Economics and Business, Universitas Jambi
Bahasa
en
Lisensi
creativecommons.org/licenses/by/4.0

Abstrak

This research aims to elucidate the impact of Online Customer Reviews and Online Customer Ratings on the decision-making process for online purchases on the E-Commerce platform Tokopedia. The study focuses on residents of Jambi City who are of productive age. A purposive sampling method was employed to select 100 respondents as the sample size for this study. Data collection was conducted through a survey questionnaire, and this primary data was analysed using multiple linear regression techniques, utilising the SPSS software for Windows. The findings of this analysis reveal that Online Customer Reviews positively influence purchasing decisions. In contrast, Online Customer Ratings were found to have no significant effect on these decisions. This suggests that while the content of customer reviews plays a crucial role in shaping consumer behaviour and choices on the Tokopedia platform, the numerical ratings assigned by customers do not significantly sway purchasing decisions. These results offer valuable insights into consumer behaviour in the digital marketplace, particularly in the context of e-commerce platforms like Tokopedia, and can inform strategies for online retailers and marketers in optimising customer engagement and sales conversion.

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40 penulis · 91 tautan kepenulisan bersama · 8 lintas organisasi · menampilkan 40 yang paling banyak terhubung

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  • Universitas Jambi
  • Universitas Pembangunan Jaya
  • STIA Nusantara Sakti Sungai Penuh
  • Southern Taiwan University of Science and Technology
  • Universitas Muhammadiyah Malang
  • Padjadjaran University
  • Universitas Islam Negeri Raden Fatah Palembang
  • Afiliasi tidak diketahui
  • Organisasi berbeda
  • Organisasi sama
  • Afiliasi tidak diketahui
  • Garis lebih tebal = lebih banyak artikel bersama · lingkaran lebih besar = lebih banyak artikel
Tampilkan sebagai tabel
Rekan penulisOrganisasiArtikel bersama
Tona Aurora LubisUniversitas Jambi10
Musnaini MusnainiUniversitas Jambi5
Johannes JohannesUniversitas Jambi4
Sry RositaUniversitas Jambi3
Anggia Agustini SaputriUniversitas Jambi3
Agus SolikhinUniversitas Jambi2
Vivi HerlinaSTIA Nusantara Sakti Sungai Penuh1
Muhammad AzizurrohmanSouthern Taiwan University of Science and Technology1
Risky Angga PramujaUniversitas Muhammadiyah Malang1
Andang FazriUniversitas Jambi1
Ratih KusumastutiUniversitas Jambi1
Husni HasbullahUniversitas Jambi1
Dian Mala Fithriani AiraUniversitas Jambi1
RAJA SARAH FATRICIAAfiliasi tidak diketahui1
Nabila Aufa NadyaPadjadjaran University1
Wawan NoviantoAfiliasi tidak diketahui1
Rika LidyahUniversitas Islam Negeri Raden Fatah Palembang1
Amri AmirAfiliasi tidak diketahui1
Sri RahayuAfiliasi tidak diketahui1
YULHASMIDA YULHASMIDAAfiliasi tidak diketahui1
Sonia DaraUniversitas Jambi1
Lilis SuryaniUniversitas Jambi1
Lidya Pusparina SiraitUniversitas Jambi1
Ade Titi NifitaUniversitas Jambi1
Alya Ananda RielUniversitas Jambi1
Shelli SafitriUniversitas Jambi1
Yenni YuniartiUniversitas Jambi1
Zulfina AdrianiUniversitas Jambi1
Muhammad NopbrimaAfiliasi tidak diketahui1
Levi SelviaUniversitas Jambi1
Singki OktavianiUniversitas Jambi1
adeAfiliasi tidak diketahui1
syahmardiAfiliasi tidak diketahui1
Ade OctaviaUniversitas Jambi1
Johni Paul Karolus PasaribuAfiliasi tidak diketahui1
Tassya Fitri Ramadhani TassyaUniversitas Jambi1

Afiliasi berasal dari OpenAlex; metadata OAI-PMH jurnal tidak memuatnya. Penulis tanpa ID OpenAlex dicocokkan berdasarkan nama, sehingga dua orang bisa tergabung atau satu orang bisa terpisah.

Sumber metadata: OAI-PMH (metadata jurnal) https://online-journal.unja.ac.id/index.php/jbsmr/oai, pertama di-harvest 6 Nov 2026, terakhir terlihat 8 Nov 2026.
Metadata asli (oai_dc) 
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	<dc:title xml:lang="en">IMPACT OF ONLINE CUSTOMER REVIEWS AND RATINGS ON ELECTRONIC PRODUCT PURCHASES: A TOKOPEDIA PLATFORM SURVEY AMONG PRODUCTIVE AGE CONSUMERS IN JAMBI CITY</dc:title>
	<dc:creator xml:lang="en">Ikhsan, Feyza Muhammad</dc:creator>
	<dc:creator xml:lang="en">Yacob, Syahmardi</dc:creator>
	<dc:creator xml:lang="en">Suleman, Dede</dc:creator>
	<dc:creator xml:lang="en">Sabrina, Hanan Laras</dc:creator>
	<dc:subject xml:lang="en">Online Customer Review, Online Customer Rating, Purchase Decision, E-commerce, Tokopedia</dc:subject>
	<dc:description xml:lang="en">This research aims to elucidate the impact of Online Customer Reviews and Online Customer Ratings on the decision-making process for online purchases on the E-Commerce platform Tokopedia. The study focuses on residents of Jambi City who are of productive age. A purposive sampling method was employed to select 100 respondents as the sample size for this study. Data collection was conducted through a survey questionnaire, and this primary data was analysed using multiple linear regression techniques, utilising the SPSS software for Windows. The findings of this analysis reveal that Online Customer Reviews positively influence purchasing decisions. In contrast, Online Customer Ratings were found to have no significant effect on these decisions. This suggests that while the content of customer reviews plays a crucial role in shaping consumer behaviour and choices on the Tokopedia platform, the numerical ratings assigned by customers do not significantly sway purchasing decisions. These results offer valuable insights into consumer behaviour in the digital marketplace, particularly in the context of e-commerce platforms like Tokopedia, and can inform strategies for online retailers and marketers in optimising customer engagement and sales conversion.</dc:description>
	<dc:publisher xml:lang="en">Management Department, Faculty of Economics and Business, Universitas Jambi</dc:publisher>
	<dc:date>2023-12-22</dc:date>
	<dc:type>info:eu-repo/semantics/article</dc:type>
	<dc:type>info:eu-repo/semantics/publishedVersion</dc:type>
	<dc:format>application/pdf</dc:format>
	<dc:identifier>https://online-journal.unja.ac.id/jbsmr/article/view/27980</dc:identifier>
	<dc:identifier>10.22437/jbsmr.v7i1.27980</dc:identifier>
	<dc:source xml:lang="en">Journal of Business Studies and Management Review; Vol. 7 No. 1 (2023): JBSMR, Vol 7 No.1 December 2023; 52-57</dc:source>
	<dc:source>2597-6265</dc:source>
	<dc:source>2597-369X</dc:source>
	<dc:language>en</dc:language>
	<dc:relation>https://online-journal.unja.ac.id/jbsmr/article/view/27980/17118</dc:relation>
	<dc:rights xml:lang="en">Copyright (c) 2023 Feyza Muhammad Ikhsan, Syahmardi Yacob, Dede Suleman</dc:rights>
	<dc:rights xml:lang="en">https://creativecommons.org/licenses/by/4.0</dc:rights>
</oai_dc:dc>