The influence of online reputation on customer purchasing decision: A study of Shopee users in the special capital region
Keywords:
cash on delivery, e-trust, Jakarta, purchasing decision, ShopeeAbstract
This study examines how online reputation influences purchasing decisions on Shopee, a leading e-commerce platform in Indonesia. Online reputation is defined through three components: e-reviews, cash on delivery (COD), and e-trust. Using the Theory of Planned Behavior (TPB), the research explores how attitudes, norms, and perceived behavioral control shape intentions. A quantitative method was applied, with data collected from 321 Shopee users in Jakarta via a structured online survey. Respondents were selected based on prior Shopee experience. The questionnaire, adapted from validated constructs, used a five-point Likert scale. Partial Least Squares Structural Equation Modeling (PLS-SEM) was employed to assess relationships among the variables. Findings show that e-reviews and e-trust significantly influence purchasing decisions. E-reviews act as peer recommendations, while e-trust emerged as the most critical factor, emphasizing trust’s role in online transactions. Interestingly, COD showed no impact, possibly due to Jakarta consumers shifting toward digital payments. The study contributes to understanding Indonesian e-commerce behavior and offers practical insights for platforms like Shopee. Enhancing review credibility, simplifying COD, and strengthening consumer trust can boost engagement and conversions. The findings also suggest directions for consumer protection regulations in digital marketplaces.
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