The Influence of Online Customer Reviews on Shopee on the Brand Image of Jaya Sari Houseware Online Shop

Fauziah, Vincent

2023

Abstract

Online Customer Reviews are assessments given by consumers to products that have been purchased in online stores. These reviews can be positive or negative reviews about product quality, and can serve as an evaluation of information about goods and services available on third party sites and retailers. This review was created by consumers who have purchased the product. Brand image is the impression or perception that customers or the general public have of a brand. Brand image is formed through customer experiences and interactions with the brand, both directly and indirectly. This research aims to test the influence of online customer reviews on the Brand Image of the Jaya Sari Houseware Online Store on the Shopee platform. The method used in this research is a quantitative method with data collection techniques using online questionnaires with a population of Indonesian people who have the Shopee application, like to shop at Shopee and like to shop for household products at Shopee and have a total sample of 60 respondents. The data analysis technique in this research uses the Smart Pls 3.0 system with validity, reliability and hypothesis testing as measuring tools. The results of this research show that the P-Value value is <0.05, which means that Online Customer Reviews at Shopee (X) have a significant influence on the Brand Image of the Jaya Sari Houseware Online Store, while the Adjusted R Square value shows a value of 0.508, which means Online Customer Reviews (X) has an influence of 50.8% on the Brand Image of the Jaya Sari Houseware Online Store, while the other 49.2% is influenced by other factors outside of Online Customer Reviews such as product quality or affordable product prices. Positive reviews from customers on Shopee can help build a good Brand Image for the Jaya Sari Houseware Online Store. Positive reviews create social proof that increases brand trust and reputation.

Paper Citation

in Harvard Style

Fauziah. and Vincent. (2023). The Influence of Online Customer Reviews on Shopee on the Brand Image of Jaya Sari Houseware Online Shop. In Proceedings of the 4th International Seminar and Call for Paper - Volume 1: ISCP UTA '45 JAKARTA; ISBN 978-989-758-691-0, SciTePress, pages 32-40. DOI: 10.5220/0012580000003821

in Bibtex Style

@conference{iscp uta '45 jakarta23,
author={Fauziah and Vincent},
title={The Influence of Online Customer Reviews on Shopee on the Brand Image of Jaya Sari Houseware Online Shop},
booktitle={Proceedings of the 4th International Seminar and Call for Paper - Volume 1: ISCP UTA '45 JAKARTA},
year={2023},
pages={32-40},
publisher={SciTePress},
organization={INSTICC},
doi={10.5220/0012580000003821},
isbn={978-989-758-691-0},
}

in EndNote Style

TY - CONF

JO - Proceedings of the 4th International Seminar and Call for Paper - Volume 1: ISCP UTA '45 JAKARTA
TI - The Influence of Online Customer Reviews on Shopee on the Brand Image of Jaya Sari Houseware Online Shop
SN - 978-989-758-691-0
AU - Fauziah.
AU - Vincent.
PY - 2023
SP - 32
EP - 40
DO - 10.5220/0012580000003821
PB - SciTePress