Exploring the Role of Customer Reviews in Consumers Purchasing Decisions on Marketplace Platforms
DOI:
https://doi.org/10.59890/ijbmp.v4i3.244Keywords:
Customer Reviews, Purchasing Decisions, Marketplace, Consumer Behavior, Qualitative ResearchAbstract
This study explores the role of customer reviews in consumers purchasing decisions on marketplace platforms. A qualitative descriptive approach was employed, involving 12 informants selected through purposive sampling. Data were collected through in-depth interviews and analyzed using the interactive model of Miles and Huberman. The findings consumers experiences in reading and evaluating reviews, their responses to positive and negative reviews, and the role of reviews in building trust and evaluating perceived value and risk. Customer reviews provide relevant information about products and sellers, influence consumer responses, and reduce uncertainty before purchasing. The findings provide practical implications for online sellers and marketplace businesses to improve information transparency, product quality, service, and customer experiences.
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