Online customer review and product rating influence repurchase intention of Scarlet Whitening

Abstract

In addition to helping evaluate choices, information is sometimes too abundant, causing confusion for consumers to make choices. Many experts believe that in such a situation, consumers will rely on the experiences of others. Consumers’ reviews and ratings are examples of such experiences. However, it is still not clear how these two influence consumer choice. This study intends to investigate the effect of consumer reviews and ratings on the repurchase intention of Scarlet Whitening. Recruiting 100 actual consumers as respondents, data analysis with multiple linear regression shows that consumer ratings and reviews have a positive effect on the intention to repurchase Scarlet Whitening. This study can not explain the effect of those two independent variables on the choice of potential consumers. Further research could examine this issue. TURNITIN

Millennial and Generation Z Online Purchasing Decisions on Indonesian Marketplace

“…Consumers offer information in the form of product reviews or suggestions that are posted online (Agesti et al, 2021). If customer reviews are positive, future consumers will be interested in trying and purchasing the products being reviewed ( (Fransiscus et al, 2022). Comments submitted by a customer are comments that represent his experience and are delivered in an easy-to-understand format (Askalidis & Malthouse, 2016).…”

“…Comments submitted by a customer are comments that represent his experience and are delivered in an easy-to-understand format (Askalidis & Malthouse, 2016). Moreover, ((Fransiscus et al, 2022) argue that online customer reviews play a crucial role in online transactions as they provide customer references. E-customer reviews employed in marketplaces are expected to influence consumer purchasing decisions ((Suryani et al, 2022).…”

“…Several factors are used to explain consumer reviews based on previous studies. In the research of (Fransiscus et al, 2022), e-customer reviews of Scarlett Whitening are described as indicators of credibility, trustworthiness, and honesty. Ecustomer reviews of electronic products are described by (Tran et al, 2022) as a source of information, receiver, and message.…”

“…E-customer rating E-customer rating describes a product's rating, which is presented in the form of a star symbol rather than words (Priangga & Munawar, 2021). The ratings given describe consumer opinions based on their experiences with sellers (Fransiscus et al, 2022). E-customer ratings are incredibly essential and crucial in online transactions since it indicates the quality of a product that users directly advocate ( (Mulyono, 2021).…”

“…Before making a purchasing decision, many people go to customer reviews for reassurance and guidance (Ramadhana & Ratumbuysang, 2022). When consumers share their thoughts about a product or service online, they sometimes utilize a star rating system instead of words to communicate their opinions (Fransiscus et al, 2022). In an electronic payment, or "epayment," the value of the transaction is saved digitally on some kind of electronic media, such as a server or a microcircuit (Shobri et al, 2022).…”