The Influence Of Product Reviews, Electronic Word Of Mouth On Purchasing Decisions On The Shopee Marketplace Platform
Abstract
This study aims to analyze the effect of product reviews and electronic word of mouth (e-WOM) on purchasing decisions within the Shopee marketplace. In today’s digital era, product reviews and e-WOM play crucial roles in shaping consumer perceptions and influencing online purchasing decisions. Using a quantitative approach combined with a library research method, this study synthesizes data from 15 peer-reviewed articles published between 2019 and 2024, sourced from online libraries such as Google Scholar, Google Books, and Publish or Perish. The findings reveal that product reviews have a positive and significant impact on purchasing decisions, as they serve as credible sources of information for consumers. Similarly, e-WOM, which consists of consumer recommendations shared digitally, significantly strengthens consumer trust and loyalty due to its authenticity. The implications of this research highlight the importance of managing product reviews and e-WOM effectively through tools such as sentiment analysis and interactive features like live streaming. These strategies enable businesses to better understand consumer preferences, enhance customer engagement, and build long-term trust. This study offers valuable insights for sellers and digital marketers to design more effective strategies, fostering stronger relationships with consumers in a competitive e-commerce landscape.
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DOI: https://doi.org/10.3059/insis.v0i0.22681
DOI (PDF): https://doi.org/10.3059/insis.v0i0.22681.g12821