<![CDATA[Penelitian ini menyelidiki pengaruh ulasan pelanggan online dan persepsi pelanggan terhadap niat beli produk Emina di marketplace Tokopedia. Dengan menggunakan analisis kuantitatif, penelitian ini meneliti efek langsung dan tidak langsung dari variabel-variabel ini. Hasil penelitian menunjukkan bahwa ulasan pelanggan online memiliki dampak positif namun secara statistik tidak signifikan terhadap niat beli. Sebaliknya, persepsi pelanggan menunjukkan pengaruh positif yang signifikan terhadap niat beli. Ketika mempertimbangkan ulasan pelanggan online dan persepsi pelanggan secara bersamaan, efek gabungan keduanya terhadap niat beli ditemukan signifikan. Temuan ini menekankan sifat multifaset dari perilaku konsumen di pasar digital. Rekomendasi praktis termasuk berfokus pada peningkatan persepsi pelanggan melalui upaya pemasaran strategis, dan mengakui dampak kumulatif dari kedua variabel tersebut. Kata Kunci: Ulasan Pelanggan Online, Persepsi Pelanggan, Niat Beli, Marketplace Tokopedia Abstract This study investigates the influence of online customer reviews and customer perception on purchase intent for Emina products within the Tokopedia marketplace. Employing quantitative analysis, the study examined the direct and indirect effects of these variables. Results revealed that online customer reviews had a positive yet statistically insignificant impact on purchase intent. In contrast, customer perception demonstrated a significant positive influence on purchase intent. When considering both online customer reviews and customer perception together, their combined effect on purchase intent was found to be significant. These findings emphasize the multifaceted nature of consumer behavior in the digital marketplace. Practical recommendations include focusing on enhancing customer perception through strategic marketing efforts, and acknowledging the cumulative impact of both variables. Keywords: Online Customer Reviews. Customer Perception, Purchase Intent, Tokopedia Marketplace]]>
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