Pengaruh Customer Review terhadap Keputusan Pembelian Marketplace

Didit Darmawan; M. Akmal Maulidi Zam-Zami

doi:10.55606/jupsim.v5i2.6964

Authors

Didit Darmawan Universitas Sunan Giri Surabaya
M. Akmal Maulidi Zam-Zami Universitas Sunan Giri Surabaya

DOI:

https://doi.org/10.55606/jupsim.v5i2.6964

Keywords:

Customer Reviews, Consumer Behavio, E-Commerce, Purchase Decisions, Marketplace

Abstract

The development of the digital market in Indonesia has shifted the dynamics of consumer behavior, particularly in the context of online transactions through marketplaces. One prominent phenomenon is consumers' increasing reliance on online customer reviews as a primary source of information before making a purchase, given the limited physical access to assess products in person. This study seeks to examine the extent to which customer reviews shape purchasing decisions on marketplace platforms. A qualitative approach was chosen as the primary method, with data obtained through a literature review of relevant journals and articles. The study's results confirm that online customer reviews significantly contribute to purchasing decisions; credible, positive, and informative reviews facilitate information search, evaluation of alternatives, and strengthen perceptions of trust in products and sellers. The implications of these findings suggest that strategic review management by sellers and marketplace administrators can increase consumer confidence, product visibility, competitiveness, and transaction sustainability. In conclusion, customer reviews serve not only as a source of information but also as a crucial instrument in stimulating purchasing decisions, building consumer trust, and strengthening a product's position in the digital commerce ecosystem.

References

Almayani, R. N., & Graciafernandy, M. A. (2023). Pengaruh online customer review, online customer rating, dan online promotion terhadap keputusan pembelian online di Shopee. POINT: Jurnal Ekonomi dan Manajemen, 5(1), 97–106. https://doi.org/10.46918/point.v5i1.1800

Amalia, D. L., Dahliani, Y., & Edi, B. Q. R. (2024). Pengaruh online customer review, online customer rating, harga, kualitas produk, dan promosi terhadap keputusan pembelian di Shopee. JMBI: Jurnal Manajemen Bisnis dan Informatika, 5(1), 50–65. https://doi.org/10.31967/prodimanajemen.v5i1.1105

Arifin, S., & Darmawan, D. (2025). Studi kuantitatif pengaruh iklan digital dan ulasan pelanggan terhadap keputusan pembelian di platform online. Jurnal Ilmiah Satyagraha, 8(2), 165–177.

Astuti, N. P., & Susila, I. (2022). Influence analysis of customer ratings reviews online, free shipping promotion and discount promotion on purchasing decisions in e-commerce. In Proceedings of the International Conference on Economics and Business Studies (ICOEBS 2022) (pp. 38–46). Atlantis Press. https://doi.org/10.2991/aebmr.k.220602.006

Cahyono, Y. T., & Wibawani, I. D. (2022). Pengaruh harga, online customer review, dan online customer rating terhadap keputusan pembelian pada marketplace Shopee. In Prosiding Seminar Nasional Hukum, Bisnis, Sains dan Teknologi, 2(1), 867.

Cheung, C. M. K., Lee, M. K. O., & Rabjohn, N. (2008). The impact of electronic word-of-mouth: The adoption of online opinions in online customer communities. Internet Research, 18(3), 229–247. https://doi.org/10.1108/10662240810883290

Darmawan, D. (2020). Pengaruh citra toko, lokasi, dan persepsi harga terhadap keputusan pembelian ulang. Jurnal Ekonomi dan Bisnis, 10(1), 17–24.

Darmawan, D. (2022). Salesperson interaction quality and consumer decisions in online transactions. Journal of Social Science Studies, 2(2), 91–98.

Darmawan, D. (2023). Studi empiris perilaku konsumen Aliexpress: Peran online consumer review, online customer rating, dan persepsi harga terhadap keputusan pembelian impulsif. Jurnal Baruna Horizon, 6(1), 1–13. https://doi.org/10.52310/jbhorizon.v6i1.91

Darmawan, D., & Gatheru, J. (2021). Understanding impulsive buying behavior in marketplace. Journal of Social Science Studies, 1(1), 11–18. https://doi.org/10.56348/jos3.v1i1.2

Faradita, P. A., & Widjajanti, K. (2023). Pengaruh online customer review, harga, dan kualitas produk terhadap keputusan pembelian Tokopedia. Solusi, 21(2), 130–141. https://doi.org/10.26623/slsi.v21i2.6333

Fared, M. A., Darmawan, D., & Khairi, M. (2021). Contribution of e-service quality to repurchase intention with mediation of customer satisfaction: Study of online shopping through marketplace. Journal of Marketing and Business Research, 1(2), 93–106.

Halizah, S. N., Infante, A., & Darmawan, D. (2022). Keterbentukan kepercayaan pelanggan Shopee melalui kualitas hubungan, reputasi dan keamanan marketplace. Ekonomi, Keuangan, Investasi dan Syariah (EKUITAS), 4(1), 256–261. https://doi.org/10.47065/ekuitas.v4i1.1712

Hariani, M. (2022). Determination of a marketing strategy to develop shrimp crackers MSMEs using the SWOT method. International Journal of Service Science, Management, Engineering, and Technology, 1(3), 24–30.

Ikhsan, F. M., Yacob, S., Suleman, D., & Sabrina, H. L. (2023). Impact of online customer reviews and ratings on electronic product purchases: A Tokopedia platform survey among productive age consumers in Jambi City. Journal of Business Studies and Management Review, 7(1), 52–57. https://doi.org/10.22437/jbsmr.v7i1.27980

Infante, A., & Mardikaningsih, R. (2022). The potential of social media as a means of online business promotion. Journal of Social Science Studies, 2(2), 45–49. https://doi.org/10.56348/jos3.v2i2.26

Irfan, M., & Hariani, M. (2022). Role of product quality, price and product technology innovation to increase customer loyalty. International Journal of Service Science, Management, Engineering, and Technology, 1(1), 6–10.

Kotler, P., & Armstrong, G. (2012). Principles of marketing (14th ed.). Pearson Education Limited.

Mardikaningsih, R. (2022). Patient satisfaction based on quality of service and location. Journal of Islamic Economics Perspectives, 4(1), 31–37. https://doi.org/10.35719/jiep.v4i1.60

Mardikaningsih, R., & Wardoyo, D. T. W. (2024a). The role of technology in human resource development for sustainability: A literature review on digital innovation. Bulletin of Science, Technology and Society, 3(3), 20–26.

Mardikaningsih, R., & Wardoyo, D. T. W. (2024b). Green technology integration in management for social and environmental sustainability. International Journal of Service Science, Management, Engineering, and Technology, 6(2), 6–10.

Mardikaningsih, R., Sinambela, E. A., Hariani, M., Arifin, S., Putra, A. R., Darmawan, D., & Irfan, M. (2018). Studi tentang pengaruh daya tarik promosi, media digital dan kelompok referensi terhadap pembelian impulsif pada marketplace Tokopedia. Jurnal Ekonomi dan Bisnis, 8(2), 21–30.

Martini, L. K. B., Sembiring, E., & Paulus, F. (2022). Pengaruh online customer rating dan online customer review terhadap keputusan pembelian di toko Modelia Fashion pada marketplace Tokopedia. Journal of Applied Management and Accounting Science, 4(1), 15–24. https://doi.org/10.51713/jamas.v4i1.67

Mokodompit, H. Y., Lapian, S. L. H. V. J., & Roring, F. (2022). Pengaruh online customer rating, sistem pembayaran cash on delivery, dan online customer review terhadap keputusan pembelian di TikTok Shop. Jurnal EMBA, 10(3), 975–983. https://doi.org/10.35794/emba.v10i3.43393

Negara, D. S., Darmawan, D., & Gardi, B. (2021). The approach of consumer reviews to product competitiveness and management strategies. Journal of Social Science Studies, 1(2), 149–154.

Negara, D. S., Jauhari, M. A., & Darmawan, D. (2024). Responsibilities of digital marketplace platforms and anticompetitive assessments in business law. Journal of Social Science Studies, 4(1), 407–422.

Nuraeni, Y. S., & Irawati, D. (2021). Pengaruh online customer review, kualitas produk, dan promosi terhadap keputusan pembelian pada marketplace Shopee (studi kasus pada mahasiswa UBSI). Procuratio, 9(4), 439–450. https://doi.org/10.35145/procuratio.v9i4.1704

Permana, A., & Arianty, N. (2025). Pengaruh online customer review dan online customer rating terhadap keputusan pembelian produk fashion dengan trust sebagai variabel intervening pada marketplace Shopee di Kota Medan. JEBMA, 5(2), 553–563. https://doi.org/10.47709/jebma.v5i2.6328

Purwanto, I., Darmawan, D., Dirgantara, F., Sulani, & Halizah, S. N. (2023). Implementation of cosmetic product labeling regulations for consumer protection and fair competition in the marketplace. Journal of Social Science Studies, 3(1), 165–170.

Putra, A. R., & Hariani, M. (2024). Harga dan atribut produk serta pengaruhnya terhadap minat beli. Jurnal Ekonomi dan Bisnis, 14(2), 30–37. https://doi.org/10.65255/jibma.v2i1.16

Ramadhana, R., & Ratumbuysang, M. F. N. G. (2022). Pengaruh online customer review terhadap keputusan pembelian pada marketplace. Prospek, 1(1), 157–165.

Riski, M., & Darmawan, D. (2025). Pengaruh ulasan pelanggan online terhadap keputusan pembelian di Shopeefood. Pusat Publikasi Ilmu Manajemen, 3(1), 40–55. https://doi.org/10.59603/ppiman.v3i1.617

Safitri, S. D., Windianto, S. N., & Kamila, E. R. (2026). Literature review: Peran ulasan online terhadap keputusan pembelian konsumen pada platform e-commerce Shopee. Jurnal Ilmiah Ekonomi Manajemen Bisnis dan Akuntansi, 3(1), 366–373.

Schepers, M. (2015). The impact of online consumer reviews factors on the Dutch consumer buying decision (Bachelor’s thesis). University of Twente.

Setiawan, M. H., Komarudin, R., & Kholifah, D. N. (2022). Pengaruh kepercayaan, tampilan, dan promosi terhadap keputusan pemilihan aplikasi marketplace. Jurnal Infortech, 4(2), 141–148.

Sianipar, F. A. H., & Yoestini, Y. (2021). Analisis pengaruh customer review dan customer rating terhadap keputusan pembelian produk di online marketplace. Diponegoro Journal of Management, 10(4), 1–10.

Sihaloho, E. M., Sitorus, D. P. M., & Butar-Butar, I. P. (2023). Pengaruh online customer rating dan online customer review terhadap keputusan pembelian produk pakaian di aplikasi Shopee. Journal Sains Student Research, 1(2), 380–390.

Sudaryono, S. (2016). Manajemen pemasaran: Teori dan implementasi. Andi.

Sukirman, R., Kumalasari, F., & Hendrik. (2023). Pengaruh online customer review dan online customer rating terhadap keputusan pembelian konsumen pada marketplace Shopee. Journal of Trends Economics and Accounting Research, 4(1), 152–159. https://doi.org/10.47065/jtear.v4i1.845

Surahmah, S., & Hariani, M. (2024). Pengaruh online customer rating, word of mouth dan iklan e-commerce terhadap minat beli pakaian pada marketplace TikTok dalam perspektif Islam. Journal of Islamic Economics Studies and Practices, 3(1), 82–97. https://doi.org/10.54180/jiesp.2024.3.1.82-97

Wardhana, A. (2024). Perilaku konsumen di era digital. Eureka Media Aksara.