How Reviews and Ratings Influence Consumer Purchase Intentions in Indonesian E-Commerce
DOI:
https://doi.org/10.46369/logistik.v14i2.3924Keywords:
Reviews, Ratings, Purchase Intention, E-commerce, ReviewAbstract
This study examines the correlation of Reviews and Ratings on Consumer Purchase Intention in Indonesian e-commerce industry. As the Indonesian e-commerce industry rapidly growth, logistics service become the backbone of this industry. This research aims to identify the factors that have positive and significant correlation on consumer purchase intention. An explanatory quantitative method is used in this research. This study surveyed 325 e-commerce users in Indonesia. Data was collected via survey web platform using non-probability purposive sampling. The analysis was conducted using multiple regression linear to examine the relationship between Reviews and Rating on Consumer Purchase Intention. The findings reveal a positive and significant correlation between (1) Reviews and Consumer Purchase Intention, and (2) Ratings and Consumer Purchase Intention. This research contributes to the field of customer behavior by demonstrating how Reviews and Rating are influencing the consumer purchase intention in the e-commerce industry. The findings offer insights for optimizing marketing strategies through reviews and ratings.
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