Quantitative analysis reveals positive effects of online customer reviews and influencer endorsements on buying choices in e-commerce.
The purpose of this study is to determine the influence of online customer reviews, online customer ratings, payment guarantees, and influencer endorsements on purchase intention among Shopee e-commerce users in Purwokerto. The method used is quantitative descriptive with a sample size of 200 respondents and purposive sampling. The findings of this study indicate that online customer reviews, online customer ratings, payment guarantees, and influencer endorsements have a positive and significant influence on purchase intention
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Wulandari et al. (2025) studied this question.
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