Musytari : Jurnal Manajemen, Akuntansi, dan Ekonomi

Vol. 25 No. 8 (2026): Musytari: Neraca Manajemen, Akuntansi, dan Ekonomi, ISSN 3025-9495
Articles

PENGARUH ULASAN ONLINE TERHADAP PERILAKU PEMBELIAN KONSUMEN DI PLATFORM E-COMMERCE

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  • Inna Hikmah
Inna Hikmah
universitas indo global mandiri
DOI: https://doi.org/10.2238/1zvqe105

Published 2026-07-01

Keywords

  • Online Reviews,
  • Purchasing Behavior,
  • E-Commerce

How to Cite

PENGARUH ULASAN ONLINE TERHADAP PERILAKU PEMBELIAN KONSUMEN DI PLATFORM E-COMMERCE. (2026). Musytari : Jurnal Manajemen, Akuntansi, Dan Ekonomi, 25(8). https://doi.org/10.2238/1zvqe105

Abstract

The development of information technology has significantly increased the use of e-commerce platforms as a practical and efficient medium for online transactions. In the online purchasing process, consumers cannot physically inspect products; therefore, online reviews have become an important source of information before making purchasing decisions. This study aims to analyze the influence of online reviews on consumer purchasing behavior in e-commerce platforms and to identify the factors that affect the effectiveness of online reviews in shaping purchase decisions. This study employed a qualitative method using a literature review approach. The data consisted of secondary data collected from various scientific journals and relevant references published within the last five years. The data were analyzed using a descriptive qualitative approach through the processes of identification, comparison, interpretation, and synthesis of findings from previous studies. The results indicate that online reviews have a significant influence on consumer purchasing behavior by providing valuable information regarding product quality, seller services, and previous customers' experiences. Consumer trust plays a crucial role in strengthening the influence of online reviews, while information quality, the number of reviews, product ratings, the credibility of review sources, and consumer characteristics determine the effectiveness of online reviews. Therefore, online reviews have become an essential factor in enhancing consumer trust and encouraging purchasing decisions on e-commerce platforms.
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References

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