THE INFLUENCE OF ONLINE REVIEW TOWARD PURCHASE INTENTION AND BRAND IMAGE AS MEDIATING: A CASE OF SHOPEE INDONESIA

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.