Effect of Online Review on Product Sales: Study on Shopee Mall Fashion Brand
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Published:
Apr 1, 2022
Keywords:
Online Review, Rating, Product Sales
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Articles
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Abstract
The development of the internet massively affects business sector, including e-commerce. The advancement of e-commerce has given rise to a marketplace where sellers and buyers meet online, one of which is Shopee. This study aims to analyze the effect of online reviews with rating attributes, comments and photos on product sales at Shopee Mall. The sample consists of 200 brands/stores registered at Shopee Mall. Secondary data obtained from ratings, comments, photos and sales of each brand/store at Shopee Mall was analyze using multiple regression. The results showed that online reviews and their attributes, namely ratings, comments and photos, had an influence and were able to increase sales of fashion products at Shopee Mall.
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How to Cite
Majid, N., & Mandasari, V. . (2022). Effect of Online Review on Product Sales: Study on Shopee Mall Fashion Brand. ProBisnis : Jurnal Manajemen, 13(1), 1–6. https://doi.org/10.62398/probis.v13i1.21
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Thomas, M. J., Wirtz, B. W., & Weyerer, J. C. (2019). Determinants of online review credibility and its impact on consumers’ purchase intention. Journal of Electronic Commerce Research, 20(1), 1–20.
Weisstein, F. L., Song, L., Andersen, P., & Zhu, Y. (2017). Examining impacts of negative reviews and purchase goals on consumer purchase decision. Journal of Retailing and Consumer Services, 39(August), 201–207. https://doi.org/10.1016/j.jretconser.2017.08.015
Yang, S. B., Shin, S. H., Joun, Y., & Koo, C. (2017). Exploring the comparative importance of online hotel reviews’ heuristic attributes in review helpfulness: a conjoint analysis approach. Journal of Travel and Tourism Marketing, 34(7), 963–985. https://doi.org/10.1080/10548408.2016.1251872
Zhu, L., Yin, G., & He, W. (2014). Is this opinion leader’s review useful? Peripheral cues for online review helpfulness. Journal of Electronic Commerce Research, 15(4), 267–280.
Iprice. (2020, 5 Juli). Peta E-Commerce Indonesia. Diakses pada 5 Juli 2020 dari https://iprice.co.id/insights/mapofecommerce/
Wearesocial. (2020, 18 February). Digital 2020: Indonesia. Diakses pada 5 Juli 2020, dari https://datareportal.com/reports/digital-2020-indonesia
Casaló, L. V., Flavián,C.,Guinalíu,M., &Ekinci,Y.(2015). Do online hotel rating schemes influence booking behaviors? International Journal of Hospitality Management, 49, 28–36. https://doi.org/ 10.1016/j.ijhm.2015.05.005
Chakraborty, U. (2019). The impact of source credible online reviews on purchase intention: The mediating roles of brand equity dimensions. Journal of Research in Interactive Marketing, 13(2), 142–161. https://doi.org/10.1108/JRIM-06-2018-0080
Cheung, C. M. K., Xiao, B. S., & Liu, I. L. B. (2014). Do actions speak louder than voices? The signaling role of social information cues in influencing consumer purchase decisions. Decision Support Systems, 65(C), 50–58. https://doi.org/10.1016/j.dss.2014.05.002
Furner, C. P., & Zinko, R. A. (2017). The influence of information overload on the development of trust and purchase intention based on online product reviews in a mobile vs. web environment: an empirical investigation. Electronic Markets, 27(3), 211–224. https://doi.org/10.1007/s12525-016-0233-2
Harahsheh, S., Haddad, R., & Alshorman, M. (2019). Implications of marketing Jordan as a Halal tourism destination. Journal of Islamic Marketing, 11(1), 97–116. https://doi.org/10.1108/JIMA- 02-2018-0036
Jia, Y., & Liu, I. L. B. (2018). Do consumers always follow “useful” reviews? The interaction effect of review valence and review usefulness on consumers’ purchase decisions. Journal of the Association for Information Science and Technology, 69(11), 1304–1317. https://doi.org/10.1002/asi.24050
Kotler, P., & Armstrong, G. (2016). Principles of Marketing, Global Edition. Pearson Education Limited.
Kotler, P., & Keller, K. L. (2015). Marketing Management, Global Edition. Pearson Education Limited.
Lee, E. J., & Shin, S. Y. (2014). When do consumers buy online product reviews? Effects of review quality, product type, and reviewer’s photo. Computers in Human Behavior, 31(1), 356–366. https://doi.org/10.1016/j.chb.2013.10.050
Lim, Y. J., Osman, A., Salahuddin, S. N., Romle, A. R., & Abdullah, S. (2016). Factors Influencing Online Shopping Behavior: The Mediating Role of Purchase Intention. Procedia Economics and Finance, 35(October 2015), 401–410. https://doi.org/10.1016/s2212-5671(16)00050-2
Liu, Z., & Park, S. (2015). What makes a useful online review? Implication for travel product websites. Tourism Management, 47, 140–151. https://doi.org/10.1016/j.tourman.2014.09.020
Muda, M., Mohd, R., & Hassan, S. (2016). Online Purchase Behavior of Generation Y in Malaysia. Procedia Economics and Finance, 37(16), 292–298. https://doi.org/10.1016/s2212-5671(16)30127-7
Patwary, S. U., Lehew, M. L. A., Connell, H., & Connell, H. (2018). 2018 Proceedings. September, 1–3.
Peter, J. P., & Olson, J. C. (2010). Consumer Behavior & Marketing Strategy. McGraw-Hill Irwin.
Rahman, M. S., & Mannan, M. (2018). Consumer online purchase behavior of local fashion clothing brands: Information adoption, e-WOM, online brand familiarity and online brand experience. Journal of Fashion Marketing and Management, 22(3), 404–419. https://doi.org/10.1108/JFMM-11-2017-0118
Reimer, T., & Benkenstein, M. (2016). When good WOM hurts and bad WOM gains: The effect of untrustworthy online reviews. Journal of Business Research, 69(12), 5993–6001. https://doi.org/10.1016/j.jbusres.2016.05.014
Reyes-Mercado, P., Karthik, M., Mishra, R. K., & Rajagopal. (2017). Drivers of consumer attitudes towards online shopping in the Indian market: Analysis through an extended TAM model. International Journal of Business Innovation and Research, 13(3), 326–343. https://doi.org/10.1504/IJBIR.2017.10005068
Rosara, N. A., & Luthfia, A. (2020). Factors Influencing Consumer ’ s Purchase Intention on Beauty Products in Youtube *. 6, 37–46.
Roy, G., Datta, B., & Basu, R. (2017). Effect of eWOM Valence on Online Retail Sales. Global Business Review, 18(1), 198–209. https://doi.org/10.1177/0972150916666966
Sarika, K., Preeti, S., Shilpy, S., & Sukanya, S. (2016). [X] A Study of Adoption Behavior for Online Shopping: An Extension of Tam Model. International Journal Advances in Social Science and Humanities, 4(07), 11–22.
Sethi, R. S., Kaur, J., & Wadera, D. (2018). Purchase Intention Survey of Millennials. Academy of Marketing Studies Journa, 22(1), 16.
Solomon, M. R., Russell-Bennett, R., & Previte, J. (2013). Consumer Behaviour: Buying, Having, Being. Pearson Australia.
Suleman, D., Zuniarti, I., Setyaningsih, E. D., Yanti, V. A., Susilowati, I. H., Sari, I., Marwansyah, S., Hadi, S. sudarmono, & Lestiningsih, A. S. (2019). Decision Model Based on Technology Acceptance Model (Tam) for Online Shop Consumers in Indonesia. Academy of Marketing Studies Journal, 23(4), Pp: 1-14.
Sutanto, M. A., & Aprianingsih, A. (2016). The Effect of Online Consumer Review Toward Purchase Intention : A Study in Premium Cosmetic in Indonesia. International Conference on Ethics of Business, Economics, and Social Science, 218–230. https://doi.org/ 10.1007/s10067-008-0838-8
Thomas, M. J., Wirtz, B. W., & Weyerer, J. C. (2019). Determinants of online review credibility and its impact on consumers’ purchase intention. Journal of Electronic Commerce Research, 20(1), 1–20.
Weisstein, F. L., Song, L., Andersen, P., & Zhu, Y. (2017). Examining impacts of negative reviews and purchase goals on consumer purchase decision. Journal of Retailing and Consumer Services, 39(August), 201–207. https://doi.org/10.1016/j.jretconser.2017.08.015
Yang, S. B., Shin, S. H., Joun, Y., & Koo, C. (2017). Exploring the comparative importance of online hotel reviews’ heuristic attributes in review helpfulness: a conjoint analysis approach. Journal of Travel and Tourism Marketing, 34(7), 963–985. https://doi.org/10.1080/10548408.2016.1251872
Zhu, L., Yin, G., & He, W. (2014). Is this opinion leader’s review useful? Peripheral cues for online review helpfulness. Journal of Electronic Commerce Research, 15(4), 267–280.
Iprice. (2020, 5 Juli). Peta E-Commerce Indonesia. Diakses pada 5 Juli 2020 dari https://iprice.co.id/insights/mapofecommerce/
Wearesocial. (2020, 18 February). Digital 2020: Indonesia. Diakses pada 5 Juli 2020, dari https://datareportal.com/reports/digital-2020-indonesia