The Role of Online Reviews in Shaping Consumer Trust and Purchase Decisions on Shopee

Nadya Sabrina Az-zahra; Faza Fakhira; Meisya Salsabila Putri; Yunus Situmorang; Rizka Zakiah

doi:10.62238/emis.v2i1.248

Authors

Nadya Sabrina Az-zahra Universitas Negeri Jakarta, Indonesia Author
Faza Fakhira Universitas Negeri Jakarta, Indonesia Author
Meisya Salsabila Putri Universitas Negeri Jakarta, Indonesia Author
Yunus Situmorang Universitas Negeri Jakarta, Indonesia Author
Rizka Zakiah Universitas Negeri Jakarta, Indonesia Author

DOI:

https://doi.org/10.62238/emis.v2i1.248

Keywords:

online reviews, consumer trust, purchase decisions, shopee

Abstract

This study explores the role of online reviews in shaping consumer trust and influencing purchase decisions on the Shopee platform. Using a quantitative survey approach, data were collected from Shopee users to analyze how review credibility, quality, and sentiment affect consumer perceptions and decision-making. The results show that credible and positive reviews significantly enhance consumer trust, which subsequently increases the likelihood of purchase decisions. These findings reveal that online reviews serve not only as sources of information but also as social validation that reinforces consumers’ confidence in online transactions. The study underscores the strategic importance of authentic and transparent review management in strengthening consumer trust and driving purchasing behavior in e-commerce.

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