Citation:

Vincent Fabian, Ronny Samsul Bahri. "The Influence of Online Customer Review, Rating, Service, and Price on Repurchase Intention at Shopee" International Research Journal of Economics and Management Studies, Vol. 4, No. 2, pp. 131-137, 2025.

Abstract:

This study examines the influence of online customer reviews, ratings, service, and price on repurchase intention at Shopee, the number 1 e-commerce company in Indonesia. This study aims to determine whether the four variables influence repurchase intention at Shopee. The number of samples in this study was 200 respondents, and the analysis method used was Structural Equation Modeling (SEM with the help of PLS software. The influential variables are online customer reviews, ratings, and service. The price variable has no effect on repurchase intention at Shopee. These results are very helpful for both sellers and buyers because all variables can be measured and improved for even better results. This study concludes that it is important to read review ratings and feel the service sellers provide before making repeat purchases.

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Keywords:

E-Commerce, Online Customer Reviews, Ratings, Repurchase Intention, Service.