THE INFLUENCE OF PERCEIVED ONLINE REVIEWS CREDIBILITY AND IMPORTANCE TOWARDS INTENTION TO USE ONLINE REVIEWS OF INDONESIAN FASHION BRAND CONSUMERS IN SURABAYA ON SHOPEE E-COMMERCE
Abstract
The primary aim of this study was to investigate how the perceived credibility and importance of online reviews affect the intention of consumers to use these reviews in their purchasing decisions within the fashion sector of the Indonesian e-commerce landscape, specifically on Shopee. The backdrop of this research highlights the growing relevance of online consumer reviews in shaping buyer behavior, particularly in the dynamic market of Surabaya, recognized as a significant economic hub in Indonesia. To achieve these objectives, the study employed a quantitative research methodology involving the distribution of questionnaires targeted at consumers who shop for fashion products on Shopee. Statistical analyses were conducted to assess the relationships between perceived online review credibility, perceived online review importance, and the consumers' intention to utilize these reviews in their purchasing processes. The framework was grounded in established theories surrounding consumer behavior and e-commerce, emphasizing the impact of user-generated content on consumer trust and decision-making processes. The results revealed a significant positive correlation between perceived online review credibility and the intention to use online reviews, underscoring the critical role that credibility plays in influencing consumer behavior. Additionally, the findings indicated that perceived online review importance also positively affects consumers' intentions to engage with online reviews when making purchase decisions. This affirms the hypothesis that consumers who perceive reviews as credible and important are more likely to rely on them, thus enhancing their purchasing confidence and facilitating informed decision-making in the fast-paced e-commerce environment. Overall, the research contributes valuable insights into the factors that drive online review utilization among fashion consumers in Surabaya and underscores the need for e-commerce platforms to prioritize transparency and authenticity in user-generated reviews.
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