nep-mkt New Economics Papers
on Marketing
Issue of 2019‒10‒14
one paper chosen by
Marco Novarese
Università del Piemonte Orientale

  1. The Influence of Online Review on Consumers' Purchase Intention By Yeshika Alversia

  1. By: Yeshika Alversia (Faculty of Economics and Business Universitas Indonesia, Jakarta, Indonesia Author-2-Name: Anindita R. Aditya Author-2-Workplace-Name: Faculty of Economics and Business Universitas Indonesia, Jakarta, Indonesia Author-3-Name: Author-3-Workplace-Name: Author-4-Name: Author-4-Workplace-Name: Author-5-Name: Author-5-Workplace-Name: Author-6-Name: Author-6-Workplace-Name: Author-7-Name: Author-7-Workplace-Name: Author-8-Name: Author-8-Workplace-Name:)
    Abstract: Objective - The development of cafe businesses in Indonesia has recently increased, making the level of competition become tighter. This is what makes cafe business able to maintain the loyalty of the customer, due to consumers' tending to try new things or places. In this context, research was conducted to determine the impact of online reviews on a review website platform on consumer purchase intention in choosing the first visited cafe. Methodology/Technique - The customer's decision-making is affected by various factors such as review platforms, other customer reviews, and property characteristics as well as the customer's profile itself. Previous research models have become a reference for this study, and this study was conducted by collecting data from questionnaires that were distributed using an online survey. Finding - This study identified six features of online review content and one source attribute, namely timeliness, reviewer expertise, usefulness, volume, positive online reviews, negative online reviews, and comprehensiveness. Regression analysis was used to examine the impact of these attributes on consumer purchase intention. Novelty – The results of the regression analysis showed significant relationships among variables like usefulness, volume, timeliness, positive online reviews, negative online reviews, and comprehensiveness, along with property characteristics on consumer's purchase intention. Type of Paper - Empirical.
    Keywords: Online review, electronic word-of-mouth, review website platform, purchase intention
    JEL: M30 M31 M39
    Date: 2019–09–23

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