The Influence of Online Customer Reviews on Shopee on the Brand

Image of Jaya Sari Houseware Online Shop

Fauziah and Vincent

Universitas 17 Agustus 1945, Jakarta, Indonesia

Keywords: Online Customer Review, Brand Image, E-Commerce.

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.

INTRODUCTION

In today's digital era, internet technology has

brought major changes in the way consumers shop.

Technological developments have changed people's

way of life, including marketing. In the past,

marketing activities were carried out conventionally,

but now they have shifted to digital marketing.

Digital marketing is a marketing strategy that uses

the internet to reach a wider market (Dinar et al.,

2023). Today's consumers find it easier to get

information about the products and brands they are

interested in through online customer reviews.

Online Customer Review is an assessment left by

consumers about a product or service that has been

purchased at an online shop, whether it is a positive

or negative review. Online Customer Reviews can

also appear on third party sites and retail stores, and

are usually made by consumers who have used and

used the product or service. This Online Customer

Review can provide very valuable information for

potential buyers, because it can help them make

smarter purchasing decisions (Asri Nugrahani

Ardianti, 2019). Ratings and Online Customer

Reviews often contain comments that are

disproportionate or even irrelevant to the quality or

quantity of the product that has been purchased.

However, there are also reviews that provide

accurate descriptions of the products that have been

purchased. Apart from that, there are also reviews

that cover delivery aspects and other matters related

to purchase transactions (Kamisa et al., 2022)

In an increasingly sophisticated era, consumers

have become smarter in choosing the products they

will buy. They not only consider quality or price, but

also pay attention to the brand image or advantages

that have long been attached to the product. Brand

image is very important in product success, because

Fauziah, . and Vincent, .

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

DOI: 10.5220/0012580000003821

Paper published under CC license (CC BY-NC-ND 4.0)

In Proceedings of the 4th International Seminar and Call for Paper (ISCP UTA ’45 JAKARTA 2023), pages 32-40

ISBN: 978-989-758-691-0; ISSN: 2828-853X

when consumers buy a product, they tend to choose

a certain brand (Damayanti et al., 2021). Brand is a

term that refers to a sign, name, symbol, or a

combination of the three, which is used to

differentiate products or services from one seller

from other sellers (Simamora, 2000). On the other

hand, brand image is the assessment given by

consumers to the product brand. In this case, brand

image reflects consumers' perceptions or views

about the brand, including quality, reliability, and

the image formed in their minds (Keller, 2013).

Online customer reviews can influence consumer

decision-making processes (Angelique et al., 2021).

Consumers tend to look for online discussions that

assess products or services before they buy the

product or use a service. If positive reviews

dominate, they will be more likely to choose that

brand. However, negative reviews may make them

hesitate and switch to another brand. Additionally as

Digital Word-of-Mouth Consumers tend to share

their experiences with products or services through

online reviews with their friends or family. This can

influence other people's perceptions of the brand and

expand its impact. Lastly, if there are many positive

reviews, satisfied consumers can become strong

brand advocates. They will voluntarily recommend

the brand to others, both online and in person,

thereby enhancing the brand image and helping

expand the brand's reach.

According to research results (Valentino Pentury

et al., 2019) regarding the influence of E-WOM on

Brand Image and Purchase Intention at Three Star

Hotels in Bali, OTA reviews of three star hotels in

Bali that are easy to understand are an indicator of

E-WOM. with the highest loading factor value.

Apart from that, the brand image indicator states that

after reading reviews on OTA, respondents think

that the three-star hotel located in Bali has a very

attractive design and facilities, and also has the

highest loading factor value. Other research

containing the influence of online reviews &

customer experience on brand image & purchase

intention on Pinterest states that online reviews and

consumer ratings have a very influential impact on a

brand's image and purchasing decisions on Pinterest.

The variables studied will be related to each other.

With online reviews and good customer

assessments, a good brand image will be created in

the eyes of potential consumers, which in turn will

influence purchasing decisions (Angelique et al.,

2021).

This shows that online customer reviews can

help build positive relationships with consumers and

improve perceptions of the brand if there are

negative reviews. Additionally, companies can also

use these reviews as feedback to improve their

products or services.

Shopee, as one of the largest e-commerce

platforms in Indonesia, already has millions of users

who shop on their platform every day. The increase

and decrease in visitors to e-commerce applications

will determine the popularity of the available

applications, in this position Shopee is in the main

ranking with 158 million visitors in the first quarter

of 2023 (Ahdiat, 2023)

According to research results (Valentino Pentury

et al., 2019) regarding the influence of E-WOM on

Brand Image and Purchase Intention at Three Star

Hotels in Bali, OTA reviews of three star hotels in

Bali that are easy to understand are an indicator of

E-WOM. with the highest loading factor value.

Apart from that, the brand image indicator states that

after reading reviews on OTA, respondents think

that the three-star hotel located in Bali has a very

attractive design and facilities, and also has the

highest loading factor value. Other research

containing the influence of online reviews &

customer experience on brand image & purchase

intention on Pinterest states that online reviews and

consumer ratings have a very influential impact on a

brand's image and purchasing decisions on Pinterest.

The variables studied will be related to each other.

With online reviews and good customer

assessments, a good brand image will be created in

the eyes of potential consumers, which in turn will

influence purchasing decisions (Angelique et al.,

2021).

This shows that online customer reviews can

help build positive relationships with consumers and

improve perceptions of the brand if there are

negative reviews. Additionally, companies can also

use these reviews as feedback to improve their

products or services.

Shopee, as one of the largest e-commerce

platforms in Indonesia, already has millions of users

who shop on their platform every day. The increase

and decrease in visitors to e-commerce applications

will determine the popularity of the available

applications, in this position Shopee is in the main

ranking with 158 million visitors in the first quarter

of 2023 (Ahdiat, 2023)

The presence of online customer reviews has an

important role in influencing consumer perceptions

about the brand and products of an online shop.

Shopee is one of the most popular e-commerce

platforms in Indonesia, which is widely used by

various people to shop online. Therefore, this will

provide an idea of how much influence customer

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

reviews have on the brand image of Toko Jaya Sari

Houseware on the Shopee platform. Not only that, it

is also hoped that this research can help Toko Jaya

Sari Houseware in improving the quality of their

services and products in accordance with consumer

expectations, in order to increase consumer trust and

strengthen their brand image on the Shopee

platform. Thus, this research entitled The Influence

of Online Customer Reviews on Shopee on the

Brand Image of the Jaya Sari Houseware Online

Store was chosen so that it could be studied further.

LITERATUR REVIEW

2.1 Electronic Word of Mouth

(E-WOM)

Electronic word of mouth refers to good or bad

opinions or reviews given by previous consumers

regarding a product or company in general via the

internet (Thurau et al., 2004). Positive information

shared through word of mouth tends to be more

easily remembered by consumers and can form a

positive brand image, while negative information

tends to be more difficult to remember and can cause

a negative brand image (Herr et al., 1991).

In addition, product information conveyed via

social media has a greater scope and is easier to

reach by many people than traditional word of

mouth communication, so that electronic word of

mouth can be an effective strategy for marketers in

building consumer loyalty to the brands being

marketed ( Chan & Ngai, 2011).

In other words, E-WOM (Electronic Word of

Mouth) refers to good or bad opinions or reviews

given. Through the internet media consumers

previously shared their opinions and experiences

about the product or company as a whole. E-WOM

is an effective strategy in building consumer loyalty

towards the brand being marketed, marketers must

focus on efforts and strategies that aim to create

strong bonds between customers and the brand,

because it has a wider reach and is more easily

accessible than word of mouth communication.

Positive information shared through E-WOM tends

to be more easily remembered by consumers and can

form a positive brand image, while negative

information tends to be more difficult to remember

and can cause a negative brand image.

2.2 Online Customer Review

Online customer reviews (OCRs) are a form of word

of mouth communication in online sales.

Information about products is obtained from other

consumers who have used them (Filieri & Mcleay,

2013). The existence of OCRs provides consumers

with the advantage of looking for comparisons with

similar products sold by different online sellers

without having to visit a physical store (Haque et al.,

2015). According to (Almana & Mirza, 2013),

OCRs are used as a source of information for

consumers to influence purchasing decisions and

function as decision aids, consumer feedback

mechanisms, and recommendation systems on

online shopping platforms. OCRs are also

considered a form of electronic word of mouth that

can influence and play a role in the purchasing

decision process (Sutanto & Aprianingsih, 2016).

In other words, online customer reviews are

assessments or opinions written by customers about

the products or services they use and published

online. These reviews can be in the form of

comments, testimonials, or ratings. Online customer

reviews are evaluations or opinions regarding

products or services that have been used by previous

consumers. These reviews are a crucial source of

information for potential consumers in making

decisions to buy or use the product or service. And

can affect the image and reputation of the company

concerned. Therefore, it is very important for

companies to actively monitor and provide good

responses to these reviews. Online customer reviews

to improve product and service quality and maintain

consumer trust.

According to (Elwada et al., 2016) in

(Rohmatulloh, 2021) put forward three indicators of

online customer reviews:

1. Perceived usefulness, describes a person's level of

belief that a technology or product will provide

benefits or help achieve certain goals. Consumers

who perceive high benefits from a product are more

likely to use it regularly and recommend it to others.

2. Perceived enjoyment, namely the pleasure felt by

consumers which refers to a person's level of

satisfaction or joy when using a particular product or

technology through online customer reviews.

3. Perceived Control, the control felt by consumers

which refers to a person's level of confidence in their

ability to control the results of actions or decisions

taken

2.3 Brand Image

Brand refers to a way to differentiate a name or

symbol, such as a logo, trademark, or packaging

design. The main function of a brand is to identify

ISCP UTA ’45 JAKARTA 2023 - THE INTERNATIONAL SEMINAR AND CALL FOR PAPER (ISCP) UTA ’45 JAKARTA

products or services originating from a particular

producer or group of producers, as well as to

differentiate these products or services from those

offered by competing producers (Gitosudarmo,

2015).

Brand image is a picture formed in consumers'

minds about a brand based on the information,

experiences and relationships they have with the

brand. Brand image reflects consumer perceptions

regarding the characteristics, attributes, values and

images associated with the brand. Brand associations

are anything that establishes a connection in the

consumer's mind between a brand and an attribute,

characteristic, value, image, or other entity that is

mentally connected to that brand. Brand associations

reflect how consumers connect a brand to various

concepts or entities that they remember or identify

with. The level of strength of brand association will

become stronger along with consumption experience

or information obtained, and will be further

strengthened with other network support (P. Kotler

& Keller, 2016).

(Keller, 2003) explains that brand image or brand

perception can be assessed through several

indicators or aspects, including the following:

1. Strength reflects the extent to which a brand has a

strong presence and influence in consumers' minds.

Brands that have high power can be recognized

easily, have top-of-mind awareness, and are

remembered by consumers. Brand strength also

includes aspects of brand stability and ability to

survive over a long period of time. Brands that have

strong strength usually have resistance to market

changes and intensive competition.

2. Uniqueness reflects the extent to which a brand

has attributes, characteristics, or value propositions

that differentiate it from competing brands in the

market. Brand uniqueness can be realized through

physical attributes, product advantages, technology,

design, market position, or the way the brand

interacts with consumers. Brands that have strong

uniqueness can provide competitive advantages and

differentiate themselves in the eyes of consumers.

3. Favorable refers to a brand's ability to be easily

remembered by customers. This favorable category

includes the ease of pronouncing the brand name,

the brand's ability to remain in the customer's

memory, and the harmony between the customer's

perception of the brand and the desired image that

the company wants to convey for the brand in

question.

2.4 E-Commerce

According to Kotler & Armstrong in (Potu, 2022),

E-commerce refers to an online platform that can be

accessed via computer, used by businesses to carry

out business transactions and also used by

consumers to obtain information through the use of

computers. In the process, e-commerce provides

information services to consumers that help them

make purchasing decisions. In its general definition,

e-commerce is a process of buying and selling and

marketing goods and services carried out through

electronic systems, including through media such as

radio, television and the internet (P. D. Kotler,

2012).

E-commerce involves online transactions,

including retail, online banking, and shopping where

buyers can buy and shop online (Chaffey & Smith,

2013). Many people are starting to switch from

offline to online shopping because of the

convenience provided by e-commerce. As the use of

e-commerce increases, the online shop concept

continues to develop, including online marketplaces

where many sellers can sell on the platform. The

concept of online marketplace itself has actually

been known and defined for a long time (Farki et al.,

2016).

Based on the explanation above, it can be

concluded that E-commerce or Electronic

Commerce is a business activity carried out

electronically or online via the internet network. E-

commerce involves various activities such as

buying, selling, and exchanging products or services,

as well as transferring funds over electronic

networks. E-commerce also includes the process of

marketing, promotion and distribution of products or

services online. E-commerce makes it easier for

consumers to carry out transactions, as well as

providing wider opportunities for businesses to

reach a larger market and expand their business.

With technological developments continuing to

increase, e-commerce is becoming increasingly

important in business activities in this digital era.

METHODS

3.1 Types of Research

This research method uses a quantitative method

where the data collected is in numerical form.

Quantitative methods involve collecting numerical

data which is then analyzed using statistical

techniques. In this research, researchers were able to

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

obtain accurate data about the Brand Image of the

Jaya Sari Warehouse Online Store on Shopee from

Online Customer Reviews.

The research design used in this research is a

non-experimental design with explanatory research

and using a survey method. Non-Experimental

Research Design is a research design where the

respondent/sample/subject does not receive

intervention and no independent variables are

manipulated (Brink, 2009). Explanatory research is

research that aims to test hypotheses and theories

that explain the mechanisms and reasons behind the

occurrence of a phenomenon (Johnson &

Christensen, 2014).

3.2 Population & Sample

According to (Sugiyono, 2010), the definition is that

population is a generalized area consisting of objects

or subjects that have certain characteristics and

qualities, which will then be sampled by researchers

to draw conclusions. The population of this research

is Indonesian people who use the application Shopee

and usually shop for household products through the

Shopee application.

According to (Sekaran & Bougie, 2016) in

(Wibowo & Heryjanto, 2020), the sample is part of

the population selected as a representation of the

entire population. Sampling techniques are methods

or procedures used to determine how samples will

be drawn from a larger population. The aim of the

sampling technique is to select samples that

represent the characteristics and variations of the

population in general (Arikunto, 2013).

The sampling technique used in this research is

non-probability sampling, where not all elements in

the population are selected as samples. In this

research, a purposive sampling method was used

where researchers selected samples that met certain

criteria (Hair et al., 2010). Based on the

requirements of the purposive sampling technique

above, samples are given to subjects or respondents

who have the following characteristics:

1. Indonesian people who have the Shopee

application.

2. Indonesian people who like shopping at Shopee.

3. Indonesian people who like to shop for household

products at Shopee.

Determining the sample size in this study refers to

the guidelines provided by (Hair et al., 2010), where

the number of respondents is adjusted to the number

of statement indicators in the questionnaire, with an

estimated range between n*5 to n*10 indicators. It is

recommended that samples have a size that reaches

or exceeds 100. As a general guideline, the

minimum sample size should be at least five times

larger than the number of question items to be

analyzed, and ideally the sample size will be more

acceptable if it follows a ratio of 10:1 (Hair et al.,

2010).

The sample was selected according to the natural

statement indicators of the questionnaire which

consisted of 6 items, so the sample taken was 6*10

(n*10) = 60 respondents. According to (Arikunto,

2006), respondents refer to individuals or groups

who are research subjects and are asked to provide

responses or answers regarding perceptions and facts

related to the topic being researched.

The data analysis technique used in this research

uses the Smart Pls 3.0 application with analysis of

validity, reliability and hypothesis testing

RESULTS AND DISCUSSION

4.1 Validity Test

Validity testing is a measurement process to

determine the extent to which the measurement

instrument or method used actually measures what is

intended. In the context of research, validity is the

extent to which a measurement instrument can

accurately measure the variables studied. Validity is

important because if the instrument is not valid, the

research results obtained may be inaccurate or

unreliable (Ghozali, 2012). In this research, validity

was tested in two ways, namely convergent validity

and discriminant validity.

4.2 Convergent Validity

In the context of SmartPLS, convergent validity is

measured using two main components, namely the

loading factor where the indicator is said to be valid

if it exceeds the limit value of 0.7 and the AVE

(Average Variance Extracted) value where the

variable is said to be valid if it exceeds the limit

value of 0.5.

ISCP UTA ’45 JAKARTA 2023 - THE INTERNATIONAL SEMINAR AND CALL FOR PAPER (ISCP) UTA ’45 JAKARTA

Table 1: Loading Factor.

Source: Data di olah oleh Vincent, 2023

Table 2: Output Result AVE.

Source: Data di olah oleh Vincent, 2023

Based on table 4.7 above, it is known that the

Loading Factor value is >0.7, where this result is

declared valid. These results were obtained by

researchers without removing a single statement

indicator for the two variables, namely Online

Customer Review on the Shopee platform and

Online Brand Image of Toko Jaya Sari Houseware.

Meanwhile, the AVE value of the two variables,

namely Brand Image and Online Customer Review,

based on table 4.8 data, has a value of >0.5,

therefore it can be stated that convergent validity is

declared valid or meets the requirements.

4.3 Discriminant Validity

To measure discriminant validity, this research uses

a commonly used approach, namely cross loading

factors. To analyze the cross-loading factor, it is

done by looking at the loading factor value of each

variable. In a good discriminant validity analysis,

variables should have high factor loadings on the

factors considered and low factor loadings on other

factors.

Table 3: Cross Loading Factor.

Source: Data processed by Vincent, 2023

The results of table 4.9, the cross loading factor

variable value is greater than other construct

variables and also the value is >0.7, so it can be said

that discriminant validity has met the requirements.

4.4 Reliability Test

One popular method is to use Cronbach's alpha. A

high Cronbach's alpha value (>0.7) indicates good

internal consistency in the measurement instrument.

Cronbach's Alpha measures the consistency between

items in a measuring instrument or scale. The

Cronbach's Alpha value ranges from 0 to 1, with the

higher the Cronbach's Alpha value, the higher the

internal reliability of the measuring instrument or

scale.

Table 4: Cronbach's alpha & Composite Reliability.

Source: Data processed by Vincent, 2023

Based on table 4.10, it can be seen that the

Cronbach's alpha & Composite Reliability value is

>0.7, this shows that the measurement instrument

has a good level of reliability. Good reliability

shows that the instrument produces consistent and

reliable measurement results.

Pernyataan Brand Image

Online Customer

Review

OCR1 0,910

OCR2 0,893

OCR3 0,886

OCR4 0,864

OCR5 0,886

OCR6 0,927

OCR7 0,883

OCR8 0,839

OCR9 0,821

BI1 0,915

BI2 0,920

BI3 0,864

BI4 0,926

Variabel

Average Variance

Extracted (AVE)

Brand Awareness 0,822

Online Customer Review 0,773

Pernyataan Brand Image

Online Customer

Review

OCR1 0,619 0,910

OCR2 0,628 0,893

OCR3 0,614 0,886

OCR4 0,557 0,864

OCR5 0,690 0,886

OCR6 0,675 0,927

OCR7 0,679 0,883

OCR8 0,627 0,839

OCR9 0,578 0,821

BI1 0,915 0,643

BI2 0,920 0,668

BI3 0,864 0,565

BI4 0,926 0,717

Variabel

Cronbach's

Alpha

Composite

Reliability

Brand Awareness 0,928 0,949

Online Customer Review 0,963 0,968

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

4.5 Hypothesis Testing

Hypothesis testing using Smart Pls 3.0 is carried out

through Bootstrapping analysis, where this analysis

measures the magnitude of the influence between

variables with the output P-Values <0.05 if variable

X has an influence on variable Y.

Table 5: Uji Hipotesis Variabel X terhadap Y.

Source: Data processed by Vincent, 2023

Based on table 4.11, it can be seen that the P-Value

value is <0.05, which means that Online Customer

Reviews on Shopee (X) have a significant influence

on the Brand Image of the Jaya Sari Houseware

Online Store, so H1 is ACCEPTED and H0 is

REJECTED.

Online customer reviews (OCRs) are a form of

word of mouth communication in online sales.

Information about products is obtained from other

consumers who have used them (Filieri & Mcleay,

2013). OCRs are used as a source of information for

consumers to influence purchasing decisions and

function as decision aids, consumer feedback

mechanisms, and recommendation systems on

online shopping platforms. OCRs are also

considered a form of electronic word of mouth that

can influence and play a role in the purchasing

decision process (Sutanto & Aprianingsih, 2016).

Brand image is a picture formed in consumers'

minds about a brand based on the information,

experience and relationship they have with that

brand (P. Kotler & Keller, 2016). Brand image is

formed through customer experiences and

interactions with the brand, both explicitly and

implicitly. Product or service quality, brand

reputation, price, promotion and brand behavior are

several factors that influence brand image.

E-commerce is a process of buying and selling

and marketing goods and services carried out

through electronic systems, including through media

such as radio, television and the internet (P. D.

Kotler, 2012). As the use of e-commerce increases,

the online shop concept continues to develop,

including online marketplaces where many sellers

can sell on the platform. The concept of online

marketplace itself has actually been known and

defined for a long time (Farki et al., 2016).

According to existing theory, Online Customer

Reviews in an E-commerce environment, such as

Shopee, can have a strong impact on consumer

perceptions of the brand. Positive reviews can

improve brand image by building trust, influencing

perceptions of quality, and attracting consumer

interest. Therefore, in e-commerce marketing

strategies, it is important to carefully monitor and

manage consumer reviews in order to build and

maintain a positive brand image.

Positive reviews from previous consumers can

help build potential consumers' trust in a brand.

These reviews act as concrete proof that the product

or service offered is of good quality. This trust

allows brands to become more credible in the eyes

of consumers and gain authority in the market.

Positive reviews, which often include consumers'

positive experiences with a product or service, can

influence the perception of brand quality.

Consumers will tend to associate brands with

positive experiences expressed in reviews. This can

help build a high-quality brand image. Positive

reviews can shape consumers' attitudes towards a

brand. Consumers tend to feel more positive and are

more likely to choose brands that have positive

reviews. A positive consumer attitude towards a

brand helps build loyalty and retention.

This supports the theory that Online Customer

Reviews in an E-commerce environment, such as

Shopee, can have a strong impact on consumer

perceptions of the brand. Positive reviews can

improve brand image by building trust, influencing

perceptions of quality, and attracting consumer

interest. Therefore, in e-commerce marketing

strategies, it is important to carefully monitor and

manage consumer reviews to build and maintain a

positive brand image.

Positive reviews from previous consumers can

help build potential consumers' trust in a brand.

These reviews act as concrete proof that the product

or service offered is of good quality. This trust

allows brands to become more credible in the eyes

of consumers and gain authority in the market.

Positive reviews, which often include consumers'

positive experiences with a product or service, can

influence the perception of brand quality.

Consumers will tend to associate brands with

positive experiences expressed in reviews. This can

help build a high-quality brand image. Positive

reviews can shape consumers' attitudes towards a

brand. Consumers tend to feel more positive and are

more likely to choose brands that have positive

reviews. A positive consumer attitude towards a

brand helps build loyalty and retention.

R-squared determination analysis (R^2) is a

measure used in regression analysis to measure how

well the variability of the dependent variable (Y) can

Variabel

Original

Sample (O)

Sample

Mean (M)

Standard

Deviation

(STDEV)

T Statistics

(|O/STDEV|)

P Values

Online Customer Review -> Brand Awareness

0,719 0,720 0,108 6,626

0,000

ISCP UTA ’45 JAKARTA 2023 - THE INTERNATIONAL SEMINAR AND CALL FOR PAPER (ISCP) UTA ’45 JAKARTA

be explained by the independent variable (X) in the

regression model. R-squared can provide

information about the proportion of variation in the

data that can be explained by the regression model

(Priyatno, 2010).

A high R^2 value indicates that the regression

model effectively explains the variation in the data.

However, R-squared does not provide information

about the overall validity or suitability of the

regression model. R-squared only provides

information about the extent to which the model can

explain variations in the dependent variable

(Priyatno, 2010)

Table 6: Koefisien Determinasi (R-Square).

Source: Data processed by Vincent, 2023

Table 4.12 produces an R Square Adjusted value

showing a value of 0.508, which means that Online

Customer Review (X) has an influence of 50.8% on

the Brand Image of Jaya Sari Houseware Online

Store, while the other 49.2% is influenced by other

factors outside of Online Customer Review such as

product quality, customer service , visual branding,

promotions, price, and other factors that contribute

to consumer perception of a brand. This is in line

with previous research, namely the Influence of

Celebrity Endorser and Electronic Word of Mouth

on Purchase Interest with Brand Image as a

Mediating Variable in Tokopedia E-commerce. The

findings show that E-WOM has a positive and

significant influence on Tokopedia's brand image.

These findings show that the more positive reviews

and recommendations submitted via E-WOM, the

more positive Tokopedia's brand image will be.

These E-WOM messages tend to be spread through

internet-based media as an intermediary medium for

communication (Rusiana et al., 2023).

The influence of Online Customer Reviews

which reached 50.8% highlights the importance of

the role of consumer reviews in shaping the Brand

Image of the Jaya Sari Houseware Online Store.

Reviews left by consumers on online platforms such

as Shopee have a significant impact in guiding

consumer perceptions of these brands. This large

percentage shows that reviews from previous users

are not only a determining factor but also a major

contributor in forming a positive image of the brand.

Positive consumer reviews have more of an

effect than just providing information about a

product or service. They help build trust, strengthen

perceptions of quality, and create a positive

impression on potential consumers. It also drives the

word of mouth (e-WOM) effect, where satisfied

consumers are more likely to recommend the brand

to others.

The influence of 49.2% which comes from other

factors shows that there are other variables or

elements that contribute to forming the Brand Image

of the Jaya Sari Houseware Online Store. These

factors can include aspects such as product quality,

customer service quality, visual branding, unique

added value offered by the brand, competitive

prices, promotions carried out, and also the impact

of rivals in the market. Although Online Customer

Reviews have a significant influence, these other

factors also play an important role in shaping

consumer perceptions of brands. The quality of the

products and services provided, a good shopping

experience, and other factors will also shape

consumers' views of the brand as a whole.

These results indicate the importance of

maintaining a balance between consumer review

management and other factors that influence brand

image. While consumer reviews have a strong

influence, it should not be overlooked that other

factors also play an important role in shaping

consumer perceptions. They can contribute

positively or negatively to a brand's image,

depending on how these factors are managed.

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