The Impact of Online Customer Reviews and Customer Perception on Purchase Intent for Emina Products on Tokopedia Marketplace
Abstract
Kata Kunci: Ulasan Pelanggan Online, Persepsi Pelanggan, Niat Beli, Marketplace Tokopedia
Abstract
This study investigates the influence of online customer reviews and customer perception on purchase intent for Emina products within the Tokopedia marketplace. Employing quantitative analysis, the study examined the direct and indirect effects of these variables. Results revealed that online customer reviews had a positive yet statistically insignificant impact on purchase intent. In contrast, customer perception demonstrated a significant positive influence on purchase intent. When considering both online customer reviews and customer perception together, their combined effect on purchase intent was found to be significant. These findings emphasize the multifaceted nature of consumer behavior in the digital marketplace. Practical recommendations include focusing on enhancing customer perception through strategic marketing efforts, and acknowledging the cumulative impact of both variables.
Keywords: Online Customer Reviews. Customer Perception, Purchase Intent, Tokopedia Marketplace
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DOI: https://doi.org/10.37531/sejaman.v6i2.5478
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