SUARA KONSUMEN DI ERA DIGITAL: BAGAIMANA REVIEW ONLINE MEMBENTUK PERILAKU KONSUMEN DIGITAL
DOI:
https://doi.org/10.1234/jumder.v1i1.10Keywords:
Purchase Decision, Online Reviews, E-commerce, Consumer Trust, Digital Consumer BehaviorAbstract
In the digital era, online product reviews have become a crucial element shaping consumer purchasing decisions on e-commerce platforms. This research thoroughly investigates the influence of online reviews on purchasing decisions by analyzing determining factors such as credibility, valence, volume, and reviewer characteristics based on a comprehensive literature study. Key findings reveal that high-quality and valid reviews positively enhance consumer purchase intentions. Furthermore, this study highlights how differing perceptions of reviews, particularly the strong impact of negative reviews, significantly affect consumer choices. Practical implications for marketers include the necessity to strategically manage reviews and improve their quality to strengthen trust and drive purchasing decisions.
References
Abdul Ghofur, & Supriyono. (2021a). Pengaruh Citra Merek dan Kepercayaan Merek Terhadap Loyalitas Merek Sego Njamoer (Studi pada Gerai Sego Njamoer Foodcourt Royal Plaza Surabaya). Jurnal E-Bis (Ekonomi-Bisnis), 5(2), 380–394. https://doi.org/10.37339/e-bis.v5i2.700
Abdul Ghofur, & Supriyono. (2021b). Pengaruh Citra Merek dan Kepercayaan Merek Terhadap Loyalitas Merek Sego Njamoer (Studi pada Gerai Sego Njamoer Foodcourt Royal Plaza Surabaya). Jurnal E-Bis (Ekonomi-Bisnis), 5(2), 380–394. https://doi.org/10.37339/e-bis.v5i2.700
Adinda, R., Barkah, C. S., Herawaty, T., & Auliana, L. (2021). ANALISIS SUMBER DAYA INTERNAL GUNA MEMBANGUN STRATEGI PEMASARAN UNTUK MENINGKATKAN MINAT BELI. JIMFE (Jurnal Ilmiah Manajemen Fakultas Ekonomi), 7(2), 171–188. https://doi.org/10.34203/jimfe.v7i2.3556
Amalia, L., & Rahmadhany, S. (2023). Analisis Pengaruh Citra Merek , Pengalaman Merek terhadap Kepuasan Merek dan Loyalitas Merek Kosmetik Wardah. INOBIS: Jurnal Inovasi Bisnis Dan Manajemen Indonesia, 6(4), 468–479. https://doi.org/10.31842/jurnalinobis.v6i4.291
Aprilia, G., Herdinata, C., & Padmawidjaja, L. (2021). PENGARUH HARGA, KUALITAS PRODUK DAN PROMOSI TERHADAP KEPUTUSAN PEMBELIAN PRODUK GRABY BITES. PERFORMA, 5(6), 449–457. https://doi.org/10.37715/jp.v5i6.1822
Bo, L., Chen, Y., & Yang, X. (2023). The Impact of Contradictory Online Reviews on Consumer Online Purchase Decision: Experimental Evidence From China. Sage Open, 13(2). https://doi.org/10.1177/21582440231180107
Christoper, N., & Hutapea, J. Y. (2022). Pengaruh Online Customer Review, Online Customer Rating, dan Promosi terhadap Keputusan Pembelian pada Layanan Go Food dalam Aplikasi Gojek (Studi Kasus pada Mahasiswa Universitas Advent Indonesia). Jurnal Pendidikan Dan Konseling (JPDK), 4(6), 6484–6492. https://doi.org/10.31004/jpdk.v4i6.9334
Djakaria, A. Z. (2023). Pengaruh Kemudahan Penggunaan Terhadap Keputusan Pembelian Online Food Delivery ShopeeFood. International Journal Administration Business and Organization, 4(2), 40–50. https://doi.org/10.61242/ijabo.23.267
Ginting, J. V. B., Chairia, C., & Ramles, P. (2021). Pengaruh Harga, Review Produk, Jaminan Keamanan Terhadap Keputusan Pembelian Produk Pada Situs Jual Beli Online Shopee. Ekonomi, Keuangan, Investasi Dan Syariah (EKUITAS), 3(2), 169–173. https://doi.org/10.47065/ekuitas.v3i2.1112
Hakim, A., Simanjuntak, M., & Hasanah, N. (2021). Faktor-Faktor yang Memengaruhi Keputusan Pembelian di Instagram: Peran Trust sebagai Variabel Mediator. Jurnal Ilmu Keluarga Dan Konsumen, 14(3), 296–309. https://doi.org/10.24156/jikk.2021.14.3.296
Halim, A., & Tyra, M. J. (2021). PENGARUH ONLINE CONSUMER REVIEW DAN INFLUENCER TERHADAP KEPUTUSAN PEMBELIAN PRODUK DI MARKETPLACE SHOPEE. Buletin Ekonomi: Manajemen, Ekonomi Pembangunan, Akuntansi, 18(1), 99. https://doi.org/10.31315/be.v18i1.5630
Harli, I. I., Mutasowifin, A., & Andrianto, M. S. (2021). Pengaruh Online Consumer Review dan Rating terhadap Minat Beli Produk Kesehatan pada E-Marketplace Shopee Selama Masa Pandemi COVID-19. INOBIS: Jurnal Inovasi Bisnis Dan Manajemen Indonesia, 4(4), 558–572. https://doi.org/10.31842/jurnalinobis.v4i4.205
Ika Sugiarti, D., & Iskandar, R. (2021). Pengaruh Consumer Review Terhadap Keputusan Pembeli Terhadap Toko Online Shopee. Jurnal Sosial Teknologi, 1(9), 954–962. https://doi.org/10.36418/jurnalsostech.v1i9.195
Indah Jauhari, & Dandy Kurnia. (2022). FAKTOR YANG MEMPENGARUHI KEPUTUSAN PEMBELIAN PRODUK FASHION SECARA ONLINE MELALUI APLIKASI E-COMMERCE PADA GENERASI MILENIAL DI JAKARTA. Jurnal Ilmiah Multidisiplin, 1(2), 09–18. https://doi.org/10.56127/jukim.v1i2.90
Ingriana, A., Prajitno, G. G., & Rolando, B. (2024). THE UTILIZATION OF AI AND BIG DATA TECHNOLOGY FOR OPTIMIZING DIGITAL MARKETING STRATEGIES. International Journal of Economics And Business Studies, 1(1), 21–42. https://doi.org/10.1234/IJEBS.V1I1.1
Jusuf, D. I., & Munandar, D. (2021). THE EFFECT OF CONSUMERS’ BEHAVIOR AND PERCEIVED RISK ON PURCHASE DECISIONS AMONG ONLINE SHOP CONSUMERS. TRIKONOMIKA, 20(2), 90–96. https://doi.org/10.23969/trikonomika.v20i2.4980
Karundeng, E. F., Mandey, S. L., & Lintong, D. Ch. A. (2023). PENGARUH HARGA DAN CUSTOMER REVIEW TERHADAP KEPUTUSAN PEMBELIAN PRODUK FASHION BRAND ERIGO DI MARKETPLACE SHOPEE PADA PEMUDA GMIM SION MALALAYANG. Jurnal EMBA : Jurnal Riset Ekonomi, Manajemen, Bisnis Dan Akuntansi, 11(1), 873–884. https://doi.org/10.35794/emba.v11i1.46462
Kusuma, I. S. H. (2023). Pengaruh Online Customer Review terhadap Keputusan Pembelian pada Marketplace Shopee di Kalangan Mahasiswa Kota Bandung. International Journal Administration Business and Organization, 4(2), 31–39. https://doi.org/10.61242/ijabo.23.266
Lestari, I., & Maharani, M. (2023). Investigating the Effect of Customer Reviews and Online Customer Ratings on Purchase Intention: Mediating Role of Word of Mouth. International Journal of Finance, Economics and Business, 2(4), 313–321. https://doi.org/10.56225/ijfeb.v2i4.285
Luthfia, Z., & Maya, S. (2022). Pengaruh Kualitas Produk dan Harga Terhadap Keputusan Pembelian Pada MS Glow Skincare. Strategic: Journal of Management Sciences, 2(2), 39. https://doi.org/10.37403/strategic.v2i2.49
Mulyono, H. (2024). Pengaruh Diskon Tanggal Kembar Pada E-Commerce Terhadap Keputusan Pembelian | International Journal of Economics And Business Studies. International Journal of Economics And Business Studies (IJEBS), 1(1), 1–20. https://journal.dinamikapublika.id/index.php/IJEBS/article/view/2
Mutmainna, N., Hasbiah, S., Haeruddin, M. I. W., Musa, C. I., & Hasdiansa, I. W. (2024). (PENGARUH LIVE STREAMING DAN ONLINE CUSTOMER REVIEW TERHADAP KEPUTUSAN PEMBELIAN PRODUK SKINTIFIC PADA PLATFORM TIKTOK). Journal of Management and Innovation Entrepreneurship (JMIE), 1(2), 255–268. https://doi.org/10.59407/jmie.v1i2.394
Nafingatunisak, N., & Hirawati, H. (2022). Pengaruh Online Customer Review dan Online Customer Rating terhadap Keputusan Pembelian Produk Fashion di Shopee. Sains: Jurnal Manajemen Dan Bisnis, 15(1), 89. https://doi.org/10.35448/jmb.v15i1.16944
Nuraeni, Y. S., & Irawati, D. (2021). PENGARUH ONLINE CUSTOMER REVIEW, KUALITAS PRODUK, DAN PROMOSI TERHADAP KEPUTUSAN PEMBELIAN PADA MARKETPLACE SHOPEE (STUDI KASUS PADA MAHASISWA UBSI). Procuratio : Jurnal Ilmiah Manajemen, 9(4), 439–450. https://doi.org/10.35145/procuratio.v9i4.1704
Nurjamad, M. A., & Arumsari, H. (2023). Pengaruh Kualitas Produk Dan Harga Terhadap Keputusan Pembelian Pada Mie Gacoan Bandung Studi Kasus Konsumen Mie Gacoan Cabang Paskal. Indonesian Journal of Economic and Business, 1(2), 68–80. https://doi.org/10.58818/ijeb.v1i2.32
Pantow, H., Ogi, I. W. J., & Pondaag, J. J. (2023). PENGARUH EKSPEKTASI, DESAIN PRODUK DAN KEPERCAYAAN TERHADAP KEPUTUSAN PEMBELIAN DI E-COMMERCE SHOPEE (studi kasus pada mahasiswa fakultas ekonomi dan bisnis universitas sam ratulangi). Jurnal EMBA : Jurnal Riset Ekonomi, Manajemen, Bisnis Dan Akuntansi, 11(4), 1257–1267. https://doi.org/10.35794/emba.v11i4.50786
Pasharibu, Y., Soerijanto, J. A., & Jie, F. (2020). Intention to buy, interactive marketing, and online purchase decisions. Jurnal Ekonomi Dan Bisnis, 23(2), 339–356. https://doi.org/10.24914/jeb.v23i2.3398
Polii, D. E. L., Tumbel, A. L., & Samadi, R. L. (2023). PENGARUH TAMPILAN WEB, KEPERCAYAAN, DAN ULASAN PRODUK TERHADAP KEPUTUSAN BERTRANSAKSI PADA MARKETPLACE SHOPEE DI MANADO. Jurnal EMBA : Jurnal Riset Ekonomi, Manajemen, Bisnis Dan Akuntansi, 11(3), 502–511. https://doi.org/10.35794/emba.v11i3.49578
Pramushinta, A. D. A., & Junaedi, S. (2021). Pengaruh Brand Experience Dan Keterlibatan Merek Terhadap Loyalitas Merek Melalui Kepercayaan Dan Komitmen Merek Pada E-Commerce Sociolla. PROSIDING SEMINAR NASIONAL EKONOMI DAN BISNIS, 140–151. https://doi.org/10.32528/psneb.v0i0.5163
Priyatin, A., & Farisi, H. (2023). Pengaruh Online Customer Review dan Online Customer Rating Terhadap Trust dan Keputusan Pembelian Pada Marketplace Shopee. JURNAL EKONOMI, MANAJEMEN, BISNIS, DAN SOSIAL (EMBISS), 4(1), 60–73. https://doi.org/10.59889/embiss.v4i1.281
Puspita, Y. D., & Setyowati, W. (2023). DETERMINAN KEPUTUSAN PEMBELIAN DIMEDIASI KEPERCAYAAN KONSUMEN PADA PENGGUNA APLIKASI GRABFOOD DI KOTA BANDUNG. Magisma: Jurnal Ilmiah Ekonomi Dan Bisnis, 11(1), 102–115. https://doi.org/10.35829/magisma.v11i1.283
Putra, G. E. K., & T, C. A. (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
Rafif Zaen. (2022). ANALISIS PENGARUH KUALITAS,KUANTITAS DAN KETEPATAN WAKTU ULASAN ONLINE PADA MINAT BELI ONLINE KONSUMEN DI E-COMMERCE SHOPEE SELAMA PANDEMI COVID-19. Jurnal Ilmiah Manajemen Dan Kewirausahaan, 1(2), 217–224. https://doi.org/10.55606/jimak.v1i2.321
Rahmadhani, S., Nofirda, F. A., & Sulistyandari, S. (2022). PENGARUH KUALITAS PRODUK, CITRA MEREK DAN KEPERCAYAAN MEREK TERHADAP LOYALITAS MEREK DENGAN KEPUASAN PELANGGAN SEBAGAI MEDIASI (STUDI PADA MEREK APPLE) [THE EFFECT OF PRODUCT QUALITY, BRAND IMAGE AND BRAND TRUST ON BRAND LOYALTY WITH CUSTOMER SATISFACTION. DeReMa (Development Research of Management): Jurnal Manajemen, 17(2), 205. https://doi.org/10.19166/derema.v17i2.5569
Rahmawati, R., & Suwarni, E. (2023). PENGARUH ULASAN PRODUK DAN JUMLAH PRODUK TERJUAL TERHADAP KEPUTUSAN PEMBELIAN PADA MARKETPLACE SHOPEE. Jurnal Digital Bisnis, Modal Manusia, Marketing, Entrepreneurship, Finance, & Strategi Bisnis (DImmensi), 3(1), 46. https://doi.org/10.32897/dimmensi.v3i1.2539
Raksaka Indra Alhaqq, I Made Kurniawan Putra, & Yova Ruldeviyani. (2022). Analisis Sentimen terhadap Penggunaan Aplikasi MySAPK BKN di Google Play Store. Jurnal Nasional Teknik Elektro Dan Teknologi Informasi, 11(2), 105–113. https://doi.org/10.22146/jnteti.v11i2.3528
Rolando, B. (2024a). CULTURAL ADAPTATION AND AUTOMATED SYSTEMS IN E-COMMERCE COPYWRITING: OPTIMIZING CONVERSION RATES IN THE INDONESIAN MARKET. International Journal of Economics And Business Studies, 1(1), 57–86. https://doi.org/10.1234/IJEBS.V1I1.4
Rolando, B. (2024b). PENGARUH FINTECH TERHADAP INKLUSI KEUANGAN : TINJAUAN SISTEMATIS. Jurnal Akuntansi Dan Bisnis (Akuntansi), 4(2), 50–63. https://doi.org/https://doi.org/10.51903/jiab.v4i2.808
Rolando, B. (2025a). Hubungan Sustainable Education Founder Startup dengan Ketahanan Bisnis: Kontribusi Inovasi dalam Pengembangan Usaha: Relationship between Sustainable Education Startup Founder and Business Resilience: Contribution of Innovation in Business Development. Economic and Education Journal (Ecoducation), 7(1), 85–106.
Rolando, B. (2025b). The Impact of Cryptocurrency on the Traditional Banking System in Indonesia: A Threat or Complement. Jurnal Akuntansi Dan Bisnis, 5(1), 15–28.
Rolando, B., & Ingriana, A. (2024). SUSTAINABLE BUSINESS MODELS IN THE GREEN ENERGY SECTOR: CREATING GREEN JOBS THROUGH RENEWABLE ENERGY TECHNOLOGY INNOVATION. International Journal of Economics And Business Studies, 1(1), 43–56. https://doi.org/10.1234/IJEBS.V1I1.3
Rolando, B., & Mulyono, H. (2025a). Analisis Tantangan Dan Solusi Industri Layanan Teknologi Di Indonesia: Studi Kualitatif. Journal of Trends Economics and Accounting Research, 5(3), 302–317.
Rolando, B., & Mulyono, H. (2025b). Digital Marketing Strategies for Sales Growth in Indonesian Home Industries. Journal of Trends Economics and Accounting Research, 5(3), 278–292.
Rolando, B., Mulyono, H., Hartanti, R., & Ingriana, A. I. (2024). Exploring The Theory Of Financial Innovation In The Context Of Industry 4.0. Management, Economics, Trade, and Accounting Journal (META-JOURNAL), 1(4), 147–158.
Saputri, S. A., & Novitaningtyas, I. (2022). ANALISIS PENGARUH KUALITAS PRODUK DAN REVIEW BEAUTY VLOGGER TERHADAP KEPUTUSAN PEMBELIAN PADA PRODUK KOSMETIK. AMONG MAKARTI, 15(1). https://doi.org/10.52353/ama.v15i1.243
Sari, I. P., & Realize, R. (2023). PENGARUH ULASAN PRODUK, KEMUDAHAN DAN PROMOSI TERHADAP KEPUTUSAN PEMBELIAN PADA SHOPEE DI KOTA BATAM. Jesya, 6(2), 2177–2190. https://doi.org/10.36778/jesya.v6i2.1095
Shaheen, M., Zeba, F., Chatterjee, N., & Krishnankutty, R. (2019). Engaging customers through credible and useful reviews: the role of online trust. Young Consumers, 21(2), 137–153. https://doi.org/10.1108/YC-01-2019-0943
Shukla, A., & Mishra, A. (2023). Role of Review Length, Review Valence and Review Credibility on Consumer’s Online Hotel Booking Intention. FIIB Business Review, 12(4), 403–414. https://doi.org/10.1177/23197145221099683
Simamora, V., & Maryana, D. (2023). Pengaruh Online Customer Review dan Online Customer Rating Terhadap Keputusan Pembelian Pada Aplikasi Tokopedia Dimoderasi Oleh Kualitas Produk. Cakrawala Repositori IMWI, 6(1), 666–680. https://doi.org/10.52851/cakrawala.v6i1.189
Stefanny, G., Heri Pratikto, & Agus Hermawan. (2022). The Effect of Electronic Word of Mouth and Brand Image on Online Shopping Behavior Through Online Purchase Intention as Intervening Variables (Study on Marketplace Shopee Users). International Journal Of Humanities Education and Social Sciences (IJHESS), 2(2). https://doi.org/10.55227/ijhess.v2i2.278
Tanuwijaya, C. K., Ellitan, L., & Lukito, R. S. H. (2023). The Effect of Online Customer Reviews on Purchase Intention With Customer Trust as A Variable in Purchase Decision on Sociolla Consumers. Journal of Entrepreneurship & Business, 4(3), 192–203. https://doi.org/10.24123/jeb.v4i3.5764
Tri Nuryani, F., Nurkesuma Nurkesuma, & Baruna Hadibrata. (2022). KORELASI KEPUTUSAN PEMBELIAN: KUALITAS PRODUK, PERSEPSI HARGA DAN PROMOSI (LITERATURE REVIEW MANAJEMEN PEMASARAN). Jurnal Ekonomi Manajemen Sistem Informasi, 3(4), 452–462. https://doi.org/10.31933/jemsi.v3i4.977
Vydiamanta, V., Usep Suhud, & Ika Febrilia. (2021). KEPUTUSAN KONSUMEN MEMBELI SAYUR MENGGUNAKAN APLIKASI ONLINE : Apakah WoM dan Kualitas Produk Mempengaruhi? JRMSI - Jurnal Riset Manajemen Sains Indonesia, 12(2), 335–353. https://doi.org/10.21009/JRMSI.012.2.09
Wiastuti, R. D., & Pratiwi, C. (2019). ANALISIS ISI TERHADAP ATRIBUT RESTORAN DENGAN KONSEP KOREAN BARBECUE DI JAKARTA. Jurnal Pariwisata, 6(2), 116–127. https://doi.org/10.31311/par.v6i2.5435
Widyatmoko, W. (2022). DEVELOPMENT OF MARKETING STRATEGY THROUGH SOCIAL MEDIA IMPACT ON CONSUMER BEHAVIOR IN THE DIGITAL ERA. Proceeding of The International Conference on Economics and Business, 1(1), 112–120. https://doi.org/10.55606/iceb.v1i1.196
Yolandita, C., Nursanta, E., Widiyarsih, W., & Masitoh, S. (2022). Analisis Pengaruh Daya Tarik Iklan, Kualitas Informasi, Kemudahaan dan Kepercayaan Terhadap Keputusan Pembelian Marketplace Shopee. Jurnal Sosial Teknologi, 2(6), 479–486. https://doi.org/10.59188/jurnalsostech.v2i6.343
