The Influence of Online Customer Reviews, Online Customer Ratings, and Brand Image on Purchase Decisions for The Originote Products Among Gen Z Consumers in Denpasar

Ni Putu Ayu Candra Wati; Ni Wayan Eka Mitariani; Ni Putu Nita Anggraini

doi:10.36733/emas.v7i10.15019

Authors

Ni Putu Ayu Candra Wati Universitas Mahasaraswati Denpasar, Indonesia
Ni Wayan Eka Mitariani Universitas Mahasaraswati Denpasar, Indonesia
Ni Putu Nita Anggraini Universitas Mahasaraswati Denpasar, Indonesia

DOI:

https://doi.org/10.36733/emas.v7i10.15019

Keywords:

online customer reviews, online customer ratings, brand image, purchase decisions, gen Z

Abstract

This study aims to analyze the influence of online customer reviews, online customer ratings, and brand image on purchasing decisions for The Originote products on the TikTok Shop platform. This study focuses on digital factors that shape consumer behavior among Gen Z consumers in Denpasar as active users of social media and e-commerce platforms. A quantitative approach was employed using a non-probability sampling method with an accidental sampling technique involving 112 respondents. Data were collected through questionnaires distributed to Gen Z consumers of The Originote in Denpasar. The instruments were tested for validity, reliability, and classical assumptions before being analyzed using multiple linear regression. The results indicate that online customer reviews, online customer ratings, and brand image have a significant influence on purchasing decisions. The regression model explains 57.9% of the variation in purchasing decisions, with online customer ratings identified as the most dominant factor influencing consumer decisions. This study contributes to digital consumer behavior research by highlighting the role of electronic word-of-mouth, online ratings, and brand image in influencing Gen Z purchasing decisions within a social commerce environment.

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