THE INFLUENCE OF UNTRUSTWORTHY ONLINE REVIEWS TOWARDS CUSTOMER PURCHASE DECISION ON SHOPEE

• Main Author: Eunike Adriasina Engel, Venli
• Format: Final Project
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/72885
• Institution: Institut Teknologi Bandung

With the help of internet growth, online reviews as the extension form of WOM is growing its popularity among Indonesians. However, the appearance of untrustworthy reviews in review sites especially in Shopee platform is relatively high. Many research have assessed the review impacts towards the online sellers but only a few assessing the impact towards the whole platform. Thus, this study is aiming to examine the influence of untrustworthy reviews towards consumer purchase decision in Shopee as a whole e-commerce platform. This research is conducted through qualitative approach by semi-structured interviews, and quantitative approach by online survey for both preliminary and main survey. The researcher uses the open coding to analyse the interview result and uses descriptive statistics and PLS- SEM to analyse the survey result. Result from a survey with a sample of 259 respondents showed that the untrustworthy reviews in Shopee were reliably found affecting the customer purchase decision towards the whole Shopee as the review site through some mediating variables from skepticism, perceived of credibility, trust, and purchase intention. The results and recommendation could be a reference for e-commerce industry especially Shopee for the customer marketing enhancement.