Article Per Year (5 Year)
p-Index From 2020 - 2025
0.23
P-Index
This Author published in this journals
All Journal Multidiciplinary Output Research for Actual and International Issue (Morfai Journal)
Monica Carissa Euginia
Unknown Affiliation
Religion Agriculture, Biological Sciences & Forestry Arts Humanities Chemical Engineering, Chemistry & Bioengineering Civil Engineering, Building, Construction & Architecture Computer Science & IT Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Energy Engineering Environmental Science Health Professions Languange, Linguistic, Communication & Media Law, Crime, Criminology & Criminal Justice Library & Information Science Materials Science & Nanotechnology Social Sciences Other

Published : 1 Documents Claim Missing Document
Claim Missing Document
Check
Articles

Found 1 Documents
Search

 1 
ANALYSIS OF THE INFLUENCE OF REVIEWS AND RATINGS OF FASHION 99K OUTLET PRODUCTS ON CONSUMER PURCHASING DECISIONS ON SHOPEE Monica Carissa Euginia; Vidya Kusumawardani
Multidiciplinary Output Research For Actual and International Issue (MORFAI) Vol. 5 No. 2 (2025): Multidiciplinary Output Research For Actual and International Issue
Publisher : RADJA PUBLIKA

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.54443/morfai.v5i2.3706

Abstract

This study aims to analyze the influence of product reviews and ratings on consumer purchase decisions on the Shopee platform, focusing on fashion products from the 99K Outlet store. The increase in online shopping activities makes reviews and ratings an important factor in shaping consumer trust and perception. This study uses a quantitative approach with a survey method of 100 respondents who have shopped at 99K Outlets. Data was collected through a Likert scale online questionnaire and analyzed using SmartPLS 4. The theoretical frameworks used include the Elaboration Likelihood Model (ELM), e-WOM, and social proof to understand how consumers process information from reviews and ratings. The results of the study show that reviews and ratings have a positive and significant effect on purchasing decisions. Informative reviews and high ratings encourage consumers to process information through both central and peripheral channels, in accordance with the ELM approach. In addition, the positive shopping experiences that consumers have experienced have also been proven to strengthen purchasing decisions, especially in the context of repurchases. These findings provide practical contributions for business actors in developing digital marketing communication strategies based on reviews, ratings, and customer experience to increase trust and loyalty on e-commerce platforms.
Co-Authors Vidya Kusumawardani