ONLINE REVIEW AND RATING ON CONSUMER PURCHASE INTENTION: THE MODERATING ROLE OF RELIGIOSITY

Introduction: The rapid development of technology requires business people to adapt, especially in consumer decision-making. This study aims to analyze the effect of online customer reviews and online customer ratings on consumer purchase intentions. Religiosity is the moderating variable in this study. Methods The research method used is quantitative, with PLS-SEM as the evaluation model. Respondents used Muslim, gender male, and female, and were aged 17 years and over, totaling 101 respondents. Where the data was taken by providing an online questionnaire spread on Java Island from April until June 2022. Results: The results showed that online customer reviews did not affect consumers' purchase intentions. On the other hand, online customer ratings influence consumers' purchase intentions. In the moderating variable, religiosity does not have a moderating effect between the dependent and independent variables. Conclusion and suggestion: The rapid development of technology today presents many online platforms. The study's results stated that the Customer Online Review variable did not affect purchase intentions, while the customer online rating variable influenced purchase intention. The researchers advise Muslim fashion business actors who use the media marketplace as a means to sell their products to improve product quality and establish relationships with consumers so that consumers can make repeat purchases. The strategy can be used in developing a Customer Relationship Management (CRM) team.

[1]  A. Gunasekaran,et al.  The impact of digital transformation on supply chains through e-commerce: Literature review and a conceptual framework , 2022, Transportation Research Part E: Logistics and Transportation Review.

[2]  Ian Paul McCarthy,et al.  The open academic: Why and how business academics should use social media to be more ‘open’ and impactful , 2022, Business Horizons.

[3]  Arun Sharma,et al.  Examining the research on social media in business-to-business marketing with a focus on sales and the selling process , 2022, Industrial Marketing Management.

[4]  Tian Hewei,et al.  Factors Affecting Continuous Purchase Intention of Fashion Products on Social E-commerce: SOR Model and the Mediating Effect , 2021, Entertainment Computing.

[5]  C. F. Arifianto,et al.  Lazada, Shopee atau Tokopedia? Sebuah Preferensi Lokapasar oleh Mahasiswa Pekerja di Area Tangerang Raya , 2021, JURNAL PENDIDIKAN DAN KEWIRAUSAHAAN.

[6]  Louis Leung,et al.  Factors influencing TikTok engagement behaviors in China: An examination of gratifications sought, narcissism, and the Big Five personality traits , 2021 .

[7]  Mithun S. Ullal,et al.  The impact of online reviews on e-commerce sales in India: a case study , 2021, Economic Research-Ekonomska Istraživanja.

[8]  R. Sukmana,et al.  Can store image moderate the influence of religiosity level on shopping orientation and customers’ behavior in Indonesia? , 2020, Journal of Islamic Accounting and Business Research.

[9]  Ivan Ventre,et al.  The Impact of Perceived Usefulness of Online Reviews, Trust and Perceived Risk on Online Purchase Intention in Emerging Markets: A Mexican Perspective , 2020 .

[10]  Hermawan Kartajaya,et al.  Segmenting Islamic fashion lifestyle on Indonesian woman , 2019 .

[11]  N. Chatterjee,et al.  Engaging customers through credible and useful reviews: the role of online trust , 2019, Young Consumers.

[12]  Widiartanto Widiartanto,et al.  Pengaruh Online Customer Review dan Online Customer Rating terhadap Keputusan Pembelian melalui Marketplace Shopee. (Studi pada Mahasiswa Aktif FISIP Undip) , 2019 .

[13]  Nicky Chang Bi,et al.  Does valence of product review matter? , 2019, Journal of Research in Interactive Marketing.

[14]  Julie V. Stanton,et al.  Product knowledge and information processing of organic foods , 2019, Journal of Consumer Marketing.

[15]  Juan-Gabriel Cegarra-Navarro,et al.  Tips to use partial least squares structural equation modelling (PLS-SEM) in knowledge management , 2019, J. Knowl. Manag..

[16]  Md. Abdur Rouf,et al.  Factors affecting the voluntary disclosure: a study by using smart PLS-SEM approach , 2018, International Journal of Law and Management.

[17]  Stuart J. Barnes,et al.  To sell or not to sell: Exploring sellers' trust and risk of chargeback fraud in cross‐border electronic commerce , 2018, Inf. Syst. J..

[18]  Siti Mujiatun.  Ekonomi Mikro Islam , 2017 .

[19]  Xuhua Wei,et al.  Influence of online product presentation on consumers’ trust in organic food: A mediated moderation model , 2017 .

[20]  Neil Towers,et al.  Understanding how Millennial shoppers decide what to buy: digitally connected unseen journeys , 2018 .

[21]  Woo Gon Kim,et al.  Social media review rating versus traditional customer satisfaction , 2017 .

[22]  Rini Elvira.  PENGARUH PERSEPSI KONSUMEN MUSLIM TENTANG MASLAHAH TERHADAP KEPUTUSAN KONSUMSI TERBATAS HANYA PADA KOMODITAS HALAL (Studi : Mahasiswa Fakultas Syariah dan Ekonomi Islam Tahun 2015) , 2016 .

[23]  Raffaele Filieri.  What makes online reviews helpful? A diagnosticity-adoption framework to explain informational and normative influences in e-WOM , 2015 .

[24]  Ahmad Jamal,et al.  Perceived value and perceived usefulness of halal labeling: the role of religion and culture , 2015 .

[25]  Zhao Huang,et al.  From e-commerce to social commerce: A close look at design features , 2013, Electron. Commer. Res. Appl..

[26]  Marko Sarstedt,et al.  Editorial - Partial Least Squares Structural Equation Modeling: Rigorous Applications, Better Results and Higher Acceptance , 2013 .