Customer Reviews and Online Customer Ratings: Impact on Purchase Intention Through Word of Mouth

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. Keywords: Customer Review, Online Customer Rating, Word of Mouth, Purchase Decision