Analisis Ulasan Pelanggan Terhadap Persepsi Resiko Dan Keputusan Pembelian Secara Online

  • Nurul Ittaqullah Universitas Halu Oleo
  • Farhan Ramadhani I Universitas Halu Oleo
Abstract views: 235 , pdf downloads: 230
Keywords: customer review, risk perception, purchase decision


Research aim: This study aims to determine the effect of customer reviews on perceived risk, the effect of customer reviews on online purchasing decisions, the effect of perceived risk on online purchasing decisions, and the role of perceived risk in mediating the effect of customer reviews on online purchasing decisions at the Shopee marketplace.

Design/Method/Approach: The type of research used is explanatory research, which explores the relationship between research variables by testing hypotheses. This research focuses on marketplace users. The analysis technique uses Structural Equation Modeling (SEM) with PLS 4.0.

Research Findings: The results of the analysis show that customer reviews have an effect on perceived risk. Customer reviews influence online purchasing decisions. Perceived risk influences online purchasing decisions. Perceived risk does not mediate the effect of customer reviews on online purchase decisions.

Theoretical Contribution/Originality: Previous research has revealed a lot about the various risks that arise in buying and selling online. So this study includes and examines the role of customer reviews as an antecedent variable that can reduce risk perceptions in buying and selling online.

Practitionel/Pelicy Implications: These findings can form the basis for marketplace management to consistently develop the review page features for each product and encourage online sellers to respond quickly.

Research Limitations: This research does not focus on one type of product. So that future research can re-examine these findings on products that have high product prices and risks.



Download data is not yet available.


Busalim AH, Hussin ARC. Understanding social commerce: A systematic literature review and directions for further research. Int J Inf Manage 2016;36:1075–88.

Zhang T, Wang WYC, Cao L, Wang Y. The role of virtual try-on technology in online purchase decision from consumers’ aspect. Internet Res 2019;29:529–51.

Meilatinova N. Social commerce: Factors affecting customer repurchase and word-of-mouth intentions. Int J Inf Manage 2021;57:102300.

Wang X, Lee KM. The paradox of technology innovativeness and risk perceptions – A profile of Asian smartphone users. Telemat Informatics 2020;51:101415.

Li Z, Sha Y, Song X, Yang K, ZHao K, Jiang Z, et al. Impact of risk perception on customer purchase behavior: a meta-analysis. J Bus Ind Mark 2020;35:76–96.

Rosillo-Díaz E, Blanco-Encomienda FJ, Crespo-Almendros E. A cross-cultural analysis of perceived product quality, perceived risk and purchase intention in e-commerce platforms. J Enterp Inf Manag 2020;33:139–60.

Ullal MS, Spulbar C, Hawaldar IT, Popescu V, Birau R. The impact of online reviews on e-commerce sales in India: a case study. Econ Res Istraz 2021;34:2408–22.

Özdemir A, Tozlu E, Şen E, Ateşoğlu H. Analyses of Word-of-mouth Communication and its Effect on Students’ University Preferences. Procedia - Soc Behav Sci 2016;235:22–35.

Liu P, Teng F. Probabilistic linguistic TODIM method for selecting products through online product reviews. Inf Sci (Ny) 2019;485:441–55.

Carbonell G, Barbu CM, Vorgerd L, Brand M. The impact of emotionality and trust cues on the perceived trustworthiness of online reviews. Cogent Bus Manag 2019;6.

Siering M, Muntermann J, Rajagopalan B. Explaining and predicting online review helpfulness: The role of content and reviewer-related signals. Decis Support Syst 2018;108:1–12.

Zahratu S., Hurriyati R. Electronic Word of Mouth and Purchase Intention on Traveloka 2020;117:33–6.

Zhu X. Segmenting the public’s risk beliefs about drone delivery: A belief system approach. Telemat Informatics 2019;40:27–40.

Farki A, Baihaqi I, Wibawa M. Pengaruh online customer review dan rating terhadap kepercayaan place di indonesia 2016;5.

Lo LY, Hung NL, Lin M. Angry Versus Furious: A Comparison Between Valence and Arousal in Dimensional Models of Emotions. J Psychol Interdiscip Appl 2016;150:949–60.

Geetha M, Singha P, Sinha S. Relationship between customer sentiment and online customer ratings for hotels - An empirical analysis. Tour Manag 2017;61:43–54.

Esmark Jones CL, Stevens JL, Breazeale M, Spaid BI. Tell it like it is: The effects of differing responses to negative online reviews. Psychol Mark 2018;35:891–901.

Zablocki A, Makri K, Houston MJ. Emotions Within Online Reviews and their Influence on Product Attitudes in Austria, USA and Thailand. J Interact Mark 2019;46:20–39.

Eriza ZN. Peran Mediasi Citra Merek dan Persepsi Risiko pada Hubungan antara Electronic Word of Mouth (E-WOM) dan Minat Beli (Studi pada Konsumen Kosmetik E-Commerce di Solo Raya). Komuniti J Komun Dan Teknol Inf 2017;9:14–24.

Dilla N, Usman O. The Influence of Prices, Product Reviews, and Security on Purchase Decisions at the Marketplace Shopee. SSRN Electron J 2021:1–24.

Yusuf AS, Che Hussin AR, Busalim AH. Influence of e-WOM engagement on consumer purchase intention in social commerce. J Serv Mark 2018;32:493–504.

Shopee. [Penilaian Produk] Bagaimana cara memberikan penilaian dan ulasan produk? Https://HelpShopeeCoId/ 2022.[Penilaian-Produk]-Bagaimana-cara-memberikan-penilaian-dan-ulasan-produk%3F (accessed November 13, 2022).

Dwidienawati D, Tjahjana D, Abdinagoro SB, Gandasari D, Munawaroh. customer review or influencer endorsement: which one influences purchase intention more? Heliyon 2020;6.

Liao SH, Hu DC, Chung YC, Huang AP. Risk and opportunity for online purchase intention – A moderated mediation model investigation. Telemat Informatics 2021;62:101621.

Tjhin VU, Aini SRN. Effect of E-WOM and social media usage on purchase decision in clothing industry. ACM Int Conf Proceeding Ser 2019:30–4.

Ganisasmara NS, Mani L. The Effect of Celebrity Endorsement, Review, and Viral Marketing on Purchase Decision of X Cosmetics. Solid State Technol 2020;63:9679–97.

Haryani DS. Pengaruh Persepsi Risiko Terhadap Keputusan Pembelian Online Di Tanjungpinang. J Dimens 2019;8:198–209.

Rahmadhani R, Prihatini AE. Pengaruh Electronic Word Of Mouth dan Perceived Risk Terhadap Keputusan Pembelian Pada Konsumen Tokopedia Pendahuluan Perkembangan teknologi dan informasi Tujuan penelitian ini yaitu : ( 1 ) Untuk 2019;8:23–30.

Hair J, Anderson R, Babin B, Black W. Multivariate Data Analysis.pdf. Aust Cengage 2010;8 edition:758.

Hair JF, Hult GTM, Ringle CM, Sarstedt M. A Primer on Partial Least Squares Structural Equation Modeling (PLS-SEM). Thousand Oaks. Sage 2017:165.

Changchit C, Klaus T. Determinants and Impact of Online Reviews on Product Satisfaction. J Internet Commer 2020;19:82–102.

Yang J, Sarathy R, Lee JK. The effect of product review balance and volume on online Shoppers’ risk perception and purchase intention. Decis Support Syst 2016;89:66–76.

Zhang X, Yu X. The Impact of Perceived Risk on Consumers’ Cross-Platform Buying Behavior. Front Psychol 2020;11:1–13.

Kotler P, Keller kevin L. Marketing Managemen. 15th Editi. Pearson Education,Inc; 2016.

Henseler J, Hubona G, Ray PA. Using PLS path modeling in new technology research: Updated guidelines. Ind Manag Data Syst 2016;116:2–20.

Hair JF, Ringle CM, Sarstedt M. PLS-SEM: Indeed a silver bullet. J Mark Theory Pract 2011;19:139–52.

Chin WW. The Partial Least Squares Approach to Structural Formula Modeling. Adv Hosp Leis 1998;8(2).

Lee S, Choeh JY. Using the social influence of electronic word-of-mouth for predicting product sales: The moderating effect of review or reviewer helpfulness and product type. Sustain 2020;12.

Zhao K, Stylianou AC, Zheng Y. Sources and impacts of social influence from online anonymous user reviews. Inf Manag 2018;55:16–30.

Purwanto N. Pengaruh Percieved Risk dan Online Costumer Review Terhadap Keputusan Pembelian Online di Tokopedia (Studi pada Konsumen Tokopedia di Kota Jombang). J Eksek 2019;16:175–86.

Tangesow N, Tumbel AL. Pengaruh Gaya Hidup Dan Persepsi Risiko Terhadap Keputusan Pembelian Pakaian Online (Studi Kasus Pada Mahasiswa Manajemen Unsrat 2014). J EMBA 2019;7:3468–77.

PlumX Metrics

How to Cite
Isalman, Ittaqullah, N., & I, F. R. (2023). Analisis Ulasan Pelanggan Terhadap Persepsi Resiko Dan Keputusan Pembelian Secara Online. JURNAL NUSANTARA APLIKASI MANAJEMEN BISNIS, 8(1), 166 - 178.