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All Journal International Journal of Economics, Business and Accounting Research (IJEBAR)
Agus Prasetyo
University of Semarang
Economics, Econometrics & Finance

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THE IMPACT OF ONLINE CUSTOMER REVIEWS AND ONLINE CUSTOMER RATINGS TOWARDS PURCHASING INTENTION THROUGH CONSUMER BRAND PERCEPTION AS AN INTERVENING VARIABLE Andhy Tri Adriyanto; Agus Prasetyo; Sudarmin Sudarmin
International Journal of Economics, Business and Accounting Research (IJEBAR) Vol 7, No 2 (2023): IJEBAR, VOL. 07 ISSUE 02, JUNE 2023
Publisher : LPPM ITB AAS INDONESIA (d.h STIE AAS Surakarta)

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.29040/ijebar.v7i2.8402

Abstract

The internet cause modern lifestyle underwent immense growth, even more online media has penetrated to the food business. This study aims to determine the impact of online customer review and online customer rating towards purchasing intention through consumer brand perception as an intervening variable. The population of this study was online food customers in Semarang city with 96 respondents. Data was taken from two sources, namely primary data and secondary data. This study used quantitative method. Sample was taken by using non-probability sampling technique with purposive sampling method. The collected data was analyzed using Structural Equation Modeling (SEM) with SmartPLS version 3.2 software. This study obtained several findings. First, online customer review and online customer rating had a significant effect on consumer brand perception. Second, online customer review, online customer rating and consumer brand perception had a significant effect on purchasing intention. The mediation test showed that consumer brand perception variables can mediate between the effects of online customer reviews and online customer ratings on purchasing intention.
THE EFFECT OF ONLINE CUSTOMER REVIEW TOWARDS PURCHASING INTENTION THROUGH BRAND PERCEPTION AS INTERVENING VARIABLE ON SHOPEE FOOD USERS Andhy Tri Adriyanto; Agus Prasetyo; Hendra Wijaya
International Journal of Economics, Business and Accounting Research (IJEBAR) Vol 6, No 3 (2022): IJEBAR, Vol. 6 Issue 3, September 2022
Publisher : LPPM ITB AAS INDONESIA (d.h STIE AAS Surakarta)

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.29040/ijebar.v6i3.6491

Abstract

Nowadays, internet has evolved into people lifestyle, including online shopping that has penetrated in selling food. This study aims to determine the effect of online customer review on purchasing intention with brand perception as an intervening variable. The target of this study was Shopee users that located in Semarang City. The population of this study covered Shopee users in Semarang City with 96 respondents as sample. Research data was taken from two sources, namely primary data and secondary data. This is categorized as quantitative research with census technique sampling. Data that had been collected was analyzed using Structural Equation Modeling (SEM) with SmartPLS version 3.2 software. The results of this study shows that Online Customer Review has a significant effect on Brand Perception and Purchasing Intention, while Brand Perception has a significant effect on Purchasing Intention. Brand Perception variables was able to mediate the relationship between the effect of Online Customer Review towards Purchasing Intention.
Co-Authors Andhy Tri Adriyanto Hendra Wijaya Sudarmin Sudarmin