Abstract:
Purpose - This research was conducted to find out the influence of consumer online
review on consumer beauty product purchase intention Shopee marketplace in
Indonesia.
Design - The sampling is use online survey separate by via Whatsapp, DM Instagram
and Line, with amount of 333 respondents, a questionnaire as an instrument being
spread online via Google Form. It was tested using PLS 3.0 The population used for
this study were men and women who are ever buy beauty product from Shopee.
Finding – The finding indicated that 3 hypothesis are rejected which are: Review
Expertise Influence Purchase Intention; Volume of Review Influence Purchase
Intention; Comprehensiveness Influence Purchase Intention and 4 variables are
accepted which are: Usefulness of Review Influence Purchase Intention; Timelines of
Review Influence Purchase Intention; Valence of Review Influence Brand Image and
Brand Image Influence Purchase Intention.
Originality/Value – This study provides six component of online review and also
adding a mediating which is Brand Image.
