Online Product Reviews and Its Effects Towards Customers Online Purchase Intention Towards Bose Products in Shopee

Logika Putra Janf, Basu Swastha Dharmmesta, Prof. Dr., M.B.A.

2025 | Skripsi | MANAJEMEN

Banyak penelitian telah menunjukkan peningkatan eksponensial dalam pembelian menggunakan platform E-commerce. Shopee memiliki pangsa pasar terbesar di Asia Tenggara berdasarkan nilai barang dagangan kotor, merek Bose menjadi unggulannya. Penelitian ini mempelajari pengaruh ulasan produk daring terhadap niat pembelian daring untuk produk Bose di platform Shopee. Model penelitian yang digunakan dalam penelitian ini memperhitungkan 3 dimensi ulasan daring yang berbeda, dimensi tersebut adalah valensi ulasan, kuantitas ulasan, dan ketepatan waktu ulasan. Data dikumpulkan dari 161 responden melalui survei formulir Google yang didistribusikan melalui platform Kudata bersama dengan saluran media sosial peneliti. Analisis dengan PLS-SEM menggunakan SmartPLS mengungkapkan bahwa kuantitas ulasan dan ketepatan waktu ulasan memiliki pengaruh positif terhadap niat pembelian daring untuk produk Bose di Shopee, yang menunjukkan bagaimana ulasan daring memainkan peran penting dalam memengaruhi niat pembelian daring.

Plenty of studies have shown an exponential increase in purchases using E-commerce platforms. Shopee has the biggest market share in Southeast Asia by gross merchandise value, it features the brand Bose. This research studies the influence of online product review  towards online purchase intention for Bose products in the Shopee platform. This research model used in this research accounts for 3 different dimensions of online review, those dimensions are review valence, review quantity, and review timeliness. Data were collected from 161 respondents via a Google form survey distributed through the platform Kudata along with the researcher social media channels. Analysis with PLS-SEM using SmartPLS revealed that review quantity and review timeliness has a positive influence towards online purchase intention for Bose products on Shopee, showcasing how online review plays a critical role in influencing online purchase intention

Kata Kunci : Online review, E-Commerce, Review valence, Review Quantity, Review Timeliness, Online Purchase Intention, Shopee