THE ROLE OF ONLINE CONSUMER REVIEW, SOCIAL MEDIA ADVERTISEMENT AND INFLUENCER ENDORSEMENT ON PURCHASE INTENTION OF FASHION APPAREL DURING COVID-19

Recent marketing research focuses on social media marketing as an essential tool for companies to fully utilise particularly with the increase of online and home-based consumption during pandemic. In particular, the authors hypothesize that online consumer review, social media advertisement and influencers endorsement may affect online purchase intention. The investigation of the hypotheses utilizes a sample of 163 customers who shop for fashion apparel via online platforms during the pandemic. In order to assess the relationships between these variables, the current research used quantitative methods through an online self-administered questionnaire, in which the scale items were derived from existing literature. These results suggest that ‘Online Consumer Review’, ‘Social Media Advertisement’, and ‘Influencer Endorsement’ have a positive and significant correlation with online purchase intention of fashion apparel during pandemic (r = .25; r = .35; r = .48, respectively). The researcher deliberates the implications for marketing research and practice which include addressing the literature gap in understanding online purchase intention of fashion apparel during the pandemic and highlighting the importance of social media marketing for companies to survive in the 21st century of online-based consumption and consumer-oriented social media.

Purchase Intention: Can Brand Awareness Mediates Online Consummer Reviews?

This study aims to determine the effect of Online Consumer Review on Purchase Intention with Brand Awareness as an Intervening Variable at Shopee into STEKOM University’s students. The primary data was obtained by distributing questionnaires to buyers who have shopped at Shopee which consists of 23 questions. Samples of 130 respondents taken by random sampling technique. The analytical tool used in data processing uses Multiple Linear Regression with the help of SPSS version 25. The results show that Online Consumer Reviews ( Online Reviews on Website, Consistency of Online Reviews and Website Popularity) have a positive effect on brand awarensess at Shopee. Online Consumer Reviews (Online Reviews on Website, Online Consistency of Reviews and Popularity of Website) variables also have a positive and significant effect on Purchase Intention. Meanwhile, the Brand Awareness variable is not able to mediate Online Consumer Reviews on Purchase Intentions at the Shopee shopping platform.

“Worse Than What I Read?” The External Effect of Review Ratings on the Online Review Generation Process: An Empirical Analysis of Multiple Product Categories Using Amazon.com Review Data

In this paper, we study the online consumer review generation process by analyzing 37.12 million online reviews across nineteen product categories obtained from Amazon.com. This study revealed that the discrepancy between ratings by others and consumers’ post-purchasing evaluations significantly influenced both the valence and quantity of the reviews that consumers generated. Specifically, a negative discrepancy (‘worse than what I read’) significantly accelerates consumers to write negative reviews (19/19 categories supported), while a positive discrepancy (‘better than what I read’) accelerates consumers to write positive reviews (16/19 categories supported). This implies that others’ ratings play an important role in influencing the review generation process by consumers. More interestingly, we found that this discrepancy significantly influences consumers’ neutral review generation, which is known to amplify the effect of positive or negative reviews by affecting consumers’ search behavior or the credibility of the information. However, this effect is asymmetric. While negative discrepancies lead consumers to write more neutral reviews, positive discrepancies help reduce neutral review generation. Furthermore, our findings provide important implications for marketers who tend to generate fake reviews or selectively generate reviews favorable to their products to increase sales. Doing so may backfire on firms because negative discrepancies can accelerate the generation of objective or negative reviews.

Pengaruh Online Consumer Review dan Rating terhadap Minat Beli Produk Kesehatan pada E-Marketplace Shopee Selama Masa Pandemi COVID-19

Pandemi COVID-19 mendorong peningkatan penjualan produk-produk kesehatan seperti masker, handsanitizer, obat-obatan dan lain-lain. Sebagai pemimpin pasar e-marketplace yang sedang berkembang di Indonesia, Shopee menyediakan fitur online consumer review dan rating pada platformnya. Penelitian ini bertujuan untuk menganalisis pengaruh online consumer review dan rating terhadap minat beli produk kesehatan pada e-marketplace Shopee selama masa pandemi COVID-19 di Jabodetabek. Penarikan sampel dilakukan dengan teknik purposive sampling. Metode yang digunakan dalam penelitian ini adalah analisis deskriptif dan SEM-PLS, dengan responden sebanyak 191 orang. Hasil analisis menunjukkan variabel online consumer review dan rating berpengaruh positif dan signifikan terhadap minat beli produk kesehatan dengan variabel rating memiliki pengaruh lebih dominan.

PEMBELIAN KEMBALI DI ERA NEW NORMAL PELANGGAN TRAVELOKA DI KOTA DENPASAR : PENGARUH BRAND AWERENESS, ONLINE CONSUMER REVIEW, DAN E- SERVICE QUALITY

Penelitian ini bertujuan untuk mengetahui pengaruh brand awereness, online consumer review dan e-service quality secara parsial dan simultan terhadap pembelian kembali. Lokasi penelitian ini dilakukan di Kota Denpasar. Populasi dalam penelitian ini adalah konsumen yang pernah melakukan pembelian pada aplikasi tiket online yaitu traveloka dan sampel dalam penelitian ini sebanyak 75 responden. Teknik analisis data yang digunakan dalam penelitian ini adalah Uji Validitas, Uji Reabilitas, Uji Asumsi Klasik, Anaisis Regresi Linier Berganda, Uji Koefisien Determinasi, Uji F dan Uji t. Besarnya pengaruh variabel bebas terhadap pembelian kembali adalah 56,7%. Saran yang dapat diberikan peneliti adalah Traveloka diharapkan terus secara konsisten melakukan promosi melalui media sosial ataupun website, menambah vitur-vitur baru yang dapat memberikan banyak manfaat serta kemudahan bagi konsumen membuat sistem yang selalu dapat memberikan respon cepat dan tepat waktu. Kata kunci: Brand Awereness, Online Consumer Review, E-Service Quality dan Pembelian Kembali.

Analysis of Brand Image and Online Consumer Reviews on Consumer Loyalty

This study aims to determine the effect of the brand image variable (X1) and online consumer review on consumer loyalty (Y). The method used in this research is descriptive and associative methods using a quantitative approach, the sample used is 150 respondents to consumers of Nature Republic Aloe Vera 92% Soothing Gel in Sukabumi City which are distributed using googlefrom, and using probability sampling techniques using probability sampling. random sampling. The data analysis technique used is the multiple linear analysis technique, the T test and the F test. The results of this study indicate that the brand image variable (X1) has a positive and significant effect on the consumer loyalty variable (Y) and the online consumer review variable (X2) also has a positive and significant effect on the consumer loyalty variable (Y). The coefficient of determination test results showed a value of 0.516 which can be interpreted as the percentage of variables X1 and X2 which have a value of 51.6% and the remaining 48.4% which is influenced by other factors not examined in this study.

Product Customer Satisfaction Measurement Based on Multiple Online Consumer Review Features

With the development of the e-commerce industry, various brands of products with different qualities and functions continuously emerge, and the number of online shopping users is increasing every year. After purchase, users always leave product comments on the platform, which can be used to help consumers choose commodities and help the e-commerce companies better understand the popularity of their goods. At present, the e-commerce platform lacks an effective way to measure customer satisfaction based on various customer comments features. In this paper, our goal is to build a product customer satisfaction measurement by analyzing the relationship between the important attributes of reviews and star ratings. We first use an improved information gain algorithm to analyze the historical reviews and star rating data to find out the most informative words that the purchasers care about. Then, we make hypotheses about the relevant factors of the usefulness of reviews and verify them using linear regression. We finally establish a customer satisfaction measurement based on different review features. We conduct our experiments based on three products with different brands chosen from the Amazon online store. Based on our experiments, we discover that features such as length and extremeness of the comments will affect the review usefulness, and the consumer satisfaction measurement constructed using the exponential moving average method can effectively reflect the trend of user satisfaction over time. Our work can help companies acquire valuable suggestions to improve product features, increase sales, and help customers make wise purchases.

The Effect Of Price, Transaction Security, Online Consumer Review, and Viral Marketing on Purchase Decision in E-Commerce Shopee

This study aims to determine the effect of price, transaction security, online consumer reviews, and viral marketing on purchase decisions in e-commerce shopee (a survey of students domiciled in Sleman). The sampling technique used in this study is accidental sampling, provided that 100 respondents have made a purchase in the e-commerce Shopee. The analysis technique used is multiple linear regression analysis. From the results of this study it is known that price, transaction security, online consumer reviews, and viral marketing together (simultaneously) have an effect on purchase decisions in e-commerce Shopee among students domiciled in Sleman at a significance level of 0.00 <0.05 and The Adj R square value is 65.9%, meaning that the variable price, transaction security, online consumer review, and viral marketing is able to explain 65.9% of the purchase decision variable and the remaining 34.1% or 0.341 is influenced by variables outside of this study. Then partially, the four variables consisting of price, transaction security, online consumer review.