Online customer review and product rating influence repurchase intention of Scarlet Whitening

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Published: Sep 27, 2022
DOI: https://doi.org/10.46806/jep.v29i2.889

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Charlie Fransiscus
Management Department, Kwik Kian Gie School Business and Information Technology, Jakarta, Indonesia.
Cynthia Wijaya
Management Depertment, Kwik Kian Gie School Business and Information Technology, Jakarta, Indonesia.
Gisela Medeleine
Management Depertment, Kwik Kian Gie School Business and Information Technology, Jakarta, Indonesia.
Michelle Jessica
Management Depertment, Kwik Kian Gie School Business and Information Technology, Jakarta, Indonesia.
Steffani Davina Putri
Management Depertment, Kwik Kian Gie School Business and Information Technology, Jakarta, Indonesia.
Dergibson Siagian
Head of Executive Program, Kwik Kian Gie School Business and Information Technology, Jakarta, Indonesia.

Abstract

In addition to helping evaluate choices, information is sometimes too abundant, causing confusion for consumers to make choices. Many experts believe that in such a situation, consumers will rely on the experiences of others. Consumers’ reviews and ratings are examples of such experiences. However, it is still not clear how these two influence consumer choice. This study intends to investigate the effect of consumer reviews and ratings on the repurchase intention of Scarlet Whitening. Recruiting 100 actual consumers as respondents, data analysis with multiple linear regression shows that consumer ratings and reviews have a positive effect on the intention to repurchase Scarlet Whitening. This study can not explain the effect of those two independent variables on the choice of potential consumers. Further research could examine this issue.


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How to Cite
Fransiscus, C., Wijaya, C., Medeleine, G., Jessica, M., Putri, S. D., & Siagian, D. (2022). Online customer review and product rating influence repurchase intention of Scarlet Whitening. Jurnal Ekonomi Perusahaan, 29(2), 51–60. https://doi.org/10.46806/jep.v29i2.889
Issue
Vol. 29 No. 2 (2022): September 2022
Section
Research Articles

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