Please use this identifier to cite or link to this item:
https://repositori.uma.ac.id/handle/123456789/30973| Title: | Customer Reviews and Online Customer Ratings: Impact on Purchase Intention Through Word of Mouth |
| Other Titles: | Ulasan dan Peringkat Pelanggan secara Online: Dampak terhadap Niat Beli melalui Komunikasi dari Mulut ke Mulut |
| Authors: | Lestari, Indawati Maharani |
| Keywords: | Customer Review;Online Customer Rating;Word of Mouth;Purchase Decision |
| Issue Date: | Jan-2024 |
| Publisher: | International Journal of Research and Review |
| Series/Report no.: | ISSN;2454-2237 |
| Abstract: | By examining customer reviews and ratings on the internet, this study seeks to determine how word of mouth affects purchase intentions. The research was conducted in Binjai city with a sample of 120 respondents. Purposive sampling was carried out with the condition that the respondent was female. Data analysis in this study used path analysis. The results of sub-1 research show that online customer reviews and ratings have a positive and significant effect on word of mouth. The results of the research in subchapter 2 show that online customer reviews and ratings have a positive and significant influence on purchasing intentions through word of mouth. |
| Description: | 10 Halaman |
| URI: | https://repositori.uma.ac.id/handle/123456789/30973 |
| Appears in Collections: | Published Articles |
Files in This Item:
| File | Description | Size | Format | |
|---|---|---|---|---|
| Customer Reviews and Online Customer Ratings Impact on Purchase Intention Through Word of Mouth.pdf Restricted Access | Journal Article | 310.73 kB | Adobe PDF | View/Open Request a copy |
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