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Ludi Wishnu Wardana

Universitas Negeri Malang

Author-ID : 3329482

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The Role of Online Reviews as a Mediator in The Decision to Purchase Fashion Products at Shopee: Systematic literature review (SLR) Utami, Rizki Amalia; Soetjipto, Budi Eko; Wardana, Ludi Wishnu
Economics and Business Journal (ECBIS) Vol. 3 No. 5 (2025): July
Publisher : PT. Maju Malaqbi Makkarana

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.47353/ecbis.v3i5.218

The development of digital technology has transformed consumer consumption patterns, particularly in the fashion industry, which is increasingly dominated by e-commerce platforms. Shopee, as one of the largest marketplaces in Southeast Asia, has become a primary choice for consumers when shopping for fashion products. One factor influencing consumer purchasing decisions is the availability of online reviews on the platform. This study aims to analyze the role of online reviews as a mediating variable in fashion product purchasing decisions on Shopee. Online reviews serve as a source of information that helps consumers evaluate product quality, seller reputation, and the level of satisfaction of previous users. The research method used was a quantitative approach, distributing questionnaires to Shopee consumers who had previously purchased fashion products. The collected data was then analyzed using a path analysis model to examine the direct and indirect relationships between factors influencing purchasing decisions. The results show that online reviews play a significant role as a mediator in the decision-making process. Consumers tend to trust other users' real-life experiences more than solely the seller's product description. Positive reviews increase consumer interest and confidence in a product, while negative reviews can delay or even cancel a purchase decision. These findings confirm that the presence of online reviews is not only a supporting factor but also serves as a bridge, mediating the relationship between consumer perceptions of a product and the final purchase decision. The implication of this research is that sellers on Shopee need to pay attention to product and service quality to generate positive reviews, thereby increasing purchase conversion rates.

Co-Authors - Subhan A, Prihastya Raehana Abdul Wahab Abdullah Syakur Novianto Abdulloh Abdulloh Adelia Rahma Adelia Rahma Adi Hermawansyah Adinata, Alberta Aditya Baskoro Agnes Dini Mardani Agus Hermawan Agus Hermawan Agus Kurniadi, Agus Agus Salim Agus Sumanto Agus Sumanto Agus Wibowo Agus Wibowo Agustin, Resty Ahmad Andrianto Ahmad Andrianto Ahmad Happy Nashrullah Ahmad Wahyudin Ahmad Wahyudin Aida Dwipriwanti Ainun Fuad Aji Prasojo Aji, Wasis Jatmiko Akha Anis Fitriah Alamsyah, Eko Alifah, Luthfi Nur Alimaningtyas, Deni Amalia, Nabila Amar Ma'ruf Genteng AMELIA SETYAWATI Amelia Setyawati AMELIA SETYAWATI, AMELIA Amelia Sugangga Amelia Sugangga Amenah Amenah Amin, Muhammad Sirojuddin Ananda Sriphol Ananda Sriphol Ananta, Shahrul Dwi Andy Prasetyo Wati Aniek Indrawati Ari Purwianti Arif Isnaini Ashari, Regita Niken A’isy Fiklil Bachrodin, Hanis Bagus Setiawan Bagus Shandy Narmaditya Bakhrudin Bakhrudin Banu , Syahar Binti Mohd Mustamil , Norizah Brian Wicaksono Ardiansyah Budi Eko Soetjipto Chamdan Purnama Choirunnisa, Salsabila Safitri Chozin Christian Tjatur Cipto Wardoyo Darman, Andrianus desi kristanti, desi Dewi Diah Fakhriyyah Dewi, Anita Sumelvia Dian Mulyasari Dian Mulyasari Dian Tantri Diana Ambarwati Dias Intan Sholatiah Dieva Zahrohtu Anfi Dika Ayu Adininggar, Dika Ayu Dita Rachmawati Djoewita Djoewita Djoewita Djoewita Djoko Dwi Kusumojanto Dodyk Brahmatiyo Dwi santoso Dwi Wahyudi Dwivamilu Irianti Putri Dyah Ayu Fitriastuti Edi Murdiyanto Eka Febrianti, Silvia Eko Juni Wahyudi Eko Mety Setyowati Eko Mety Setyowati Eko Setiono Elfia Nora, Elfia Emilia Nur Cholifah Eni Noviani Erlina Puspita Istikomah Erwin Syahputra, Erwin Estu Setyo Purwantiningsih Esvanti, Mirza F. Danardana Muwarni Farij Ibadil Maula Fatmasari Endayani Fauzi, Khoiron Febriana Fitri Fika Septiandari Fitriadi, Agus Fitriah, Akha Anis Fitriastuti, Dyah Ayu Fransisca Ucik Pudjiastuti Fuji Santoso Fulgentius Danardana Murwani Fulgentius Danardana Murwani Fulgentius Danardana Murwani Ghozali, Mohammad Syukri Ghozali Gleydis Harwida Hanik Munaddifah Hanis Bachrodin Hari Wahyono Haribowo, Siget Fitrianto Hariyanti, Sri Harwida, Gleydis Heny Kusdiyanti, Heny Heri Pratikto Hevni Rahmania Husnah, Eni Mabarofiatul Ibadil Maula, Farij Ilham, Rachmad Imam Bukhori Imaniyah, Sari Ayu Indah Datin Nadliroh Indah K, Luluk Nur Indira Oktavianti Iradah Rahman Iradah Rahman Irfan Taufik, Irfan Irianto Uripan, Koen Irma Suryandari Irvan Agung N Ismawati, Lilik Iswanto, Huddy Iva Khoiril Mala Ivan Widjaja Iwan Agus Darmawan Izzatul Luthfiah Rahman Jaelani, Meta Humaira Jayanto, Septian Angga Dwi Jazuli Jazuli, Moh. Nasir Juwairia Juwairia Juwairia, Juwairia Konsultindo, Christian Tjatur Budi Kurnia Fatmawati Kusumawardani, Luluk Nur Indah Lailatul Rohmah Lailatul Rohmah Landreas Utama Lie Lestari, Ana Dwi Setyo Lestari, Yogi Dwi Lilik Ismawati Lilik Ismawati Lusiana Pratiwi Luthfi Nur Alifah M. Adi Trisna Wahyudi Maghfiroh Maghfiroh Magwin, Dwi Ikrar Malik, Mochammad M. Manalu, Hotmarilitua Maretasari, Rina MARIA BINTANG Markhamah, Siti Martha, Jefry Aulia Maula, Farij Ibadil Mirza Esvanti Moch. Wahyu Widodo Moh Nasir Jazuli Moh. Faizin Moh. Ilham Mohamad Bastomi Mohammad Hari Mubarokah, Rovia Titin Muhammad Maulana Ibrahim Muttaqien, Zaenul Nabila Amalia Nafisah Nafisah Nafisah, A’isy Fiklil Najimul Baldan Narisin Narisin Nasikh Nasikh Ningrum, Vira Setya Novilia, Evita Nurika Restuningdiah Nuril Aulia Munawaroh Nurjayanti, Atri Yunita Nurul Wahyuni Nurul Wahyuni NURYANTI, RIZKY Nyuherno Aris Wibowo Nyuherno Aris Wibowo Osiyo, Immanuel Ustradi Pratiwi, Galuh Aulia Pratiwi, Kunti Endah Pratiwi, Rani Julia Prihastya Raehana.A Priyono, Ahmad Pudjiastuti, Fransisca Ucik Puji Handayati Purwantiningsih, Estu Setyo Purwianti, Ari Putri, Erna D. S. R Rizky Nuryanti Rachmad Hidayat Rachmad Hidayat Rachman, Tutut Arif Rachmawati, Dita Rafikhein Novia Ayuanti Rafikhein Novia Ayuanti Ragil Retno Palupi Rahman, Iradah Rahman, Izzatul Luthfiah Rahmawati Rahmawati Rakei Yunardhani Rani Julia Pratiwi Ratih Febrianti Rayyan Sugangga Rayyan Sugangga Restu Millaningtyas Ria Indra Novita Rianzah Munawaroh Rieska Maharani Rike Selviasari Rike Selviasari RIZKY NURYANTI Ryzka Anggar Kusuma Saiful Anam Saiful Arif Saiful Arif santoso, fuji Sari Ayu Imaniah Satia Nur Maharani Sa’diyah, Yuni Aminatus Shofia Azahra Sidyawati, Lisa Siska Purwanti Siti Nur Khoiriyah Siti Rahayuningsih Soetjipto , Budi Eko Sopiah Sopiah Sopiah, Sopiah Sri Umi Mintarti Sri Wileng Sri Wilujeng Sri Yuliani Pangesti Sriarianie Sriarianie Sudarmiatin Sugangga, Rayyan Sugeng Hadi Utomo Sugihartono, Agus Sumiati Sumiati Sumiati Sunariyadi SUTOMO Sutomo Sutomo Sutoyo Syafitri, Dinda Syafrozi Haqi Thusy Tiara Saraswati Tiara Saraswati, Thusy Tita Ratnawati Titis Shinta Dhewi, Titis Triono, Edy Tristanto, Aris Wahyu Uki Yonda Asepta Umar, Haniatur Rofiqoh Umi Nadhiroh Umi Nandiroh Ustadus Sholihin Ustradi Osiyo, Immanuel Utami, Rizki Amalia Wahyuningtiyas, Nanik Wardana Wardana Wardani, Yusnita Wati, Andi Prasetyo Wening Patmi Rahayu Wibowo, Nyuherno Aris Yosi Mariana Yuli Agustina, Yuli Yuli Soesetio Yuni Aminatus Sa’diyah Yusuf Yusuf Yusuf Yusuf Yusuf Zahidah Ismah Nabilah Zahro, Aizatuz Zahroh, Ainun

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