The Role of Brand Image in Mediating The Influence of Online Customer Reviews on Purchasing Decisions (Study of Tokopedia Users in Denpasar City)

I Putu Bagus Dharma Surya Nanda ; Ni Made Wulandari Kusumadewi
International Journal of Economics, Management and... 📅 2025 Vol 2, No 2 🔗 DOI: 10.61132/ijema.v2i2.585
Abstract
Marketplace or E-commerce is an internet-based online media as a place to conduct business activities and transactions between buyers and sellers. In the marketplace or e-commerce, buyers can search for as many suppliers as possible with the desired criteria so that they get the appropriate market price. Tokopedia is a marketplace based in Indonesia. The purpose of this study is to explain the role of brand image in mediating the influence of online customer reviews on purchasing decisions. This study was conducted in Denpasar City with a sample of 100 respondents using the non-probability sampling method with the purposive sampling technique. The data analysis technique used is the inferential analysis technique including confirmatory factor analysis (CFA), path analysis, Sobel test and VAF test. The results of this study indicate that online customer reviews have a positive and significant effect on purchasing decisions. Online customer reviews have a positive and significant effect on brand image. Brand image has a positive and significant effect on purchasing decisions. Brand image partially mediates the influence of online customer reviews on purchasing decisions for Tokopedia users in Denpasar City. The implications of this study can be used as consideration and input for Tokopedia in improving consumer purchasing decisions by considering the variables of online customer reviews and brand image.
Keywords
Brand Image; Online Customer Review; Purchase Decision
How to Cite

I Putu Bagus Dharma Surya Nanda & Ni Made Wulandari Kusumadewi (2025). The Role of Brand Image in Mediating The Influence of Online Customer Reviews on Purchasing Decisions (Study of Tokopedia Users in Denpasar City). International Journal of Economics, Management and Accounting, 2(2). https://doi.org/10.61132/ijema.v2i2.585

I Putu Bagus Dharma Surya Nanda; Ni Made Wulandari Kusumadewi, "The Role of Brand Image in Mediating The Influence of Online Customer Reviews on Purchasing Decisions (Study of Tokopedia Users in Denpasar City)," International Journal of Economics, Management and Accounting, vol. 2, no. 2, 2025.

I Putu Bagus Dharma Surya Nanda; Ni Made Wulandari Kusumadewi. "The Role of Brand Image in Mediating The Influence of Online Customer Reviews on Purchasing Decisions (Study of Tokopedia Users in Denpasar City)." International Journal of Economics, Management and Accounting, vol. 2, no. 2, 2025.

I Putu Bagus Dharma Surya Nanda; Ni Made Wulandari Kusumadewi. "The Role of Brand Image in Mediating The Influence of Online Customer Reviews on Purchasing Decisions (Study of Tokopedia Users in Denpasar City)." International Journal of Economics, Management and Accounting 2, no. 2 (2025).

I Putu Bagus Dharma Surya Nanda & Ni Made Wulandari Kusumadewi (2025) 'The Role of Brand Image in Mediating The Influence of Online Customer Reviews on Purchasing Decisions (Study of Tokopedia Users in Denpasar City)', International Journal of Economics, Management and Accounting, 2(2). doi: 10.61132/ijema.v2i2.585.

I Putu Bagus Dharma Surya Nanda; Ni Made Wulandari Kusumadewi. The Role of Brand Image in Mediating The Influence of Online Customer Reviews on Purchasing Decisions (Study of Tokopedia Users in Denpasar City). International Journal of Economics, Management and Accounting. 2025;2(2).

Artikel Terkait

The Effect of Corporate Social Responsibility (CSR) Disclosure and Political Connection on Corporate Tax Avoidance: A Study from Indonesia’s Mining Sector Listed Companies

Kinanti Ranum Falina; Retno Yuni Nur Susilowati

Do Ethical Standards Matter? Evidence on Auditor Behavior and Audit Quality

Yohanes Sri Guntur; Maria Goretti Kentris Indarti; Pancawati Hardiningsih; Jacobus Widiatmoko

The Role of Work-Life Balance, Motivation, and Work Environment on Employee Performance of PT Pupuk Indonesia (Persero) Regional 2

Riska Putri Utami; Raden Ayu Aminah Rizkia Puspita Sari; Artha Febriana; Haunan Damar

Beyond Intention: How Social-Media Driven Green Marketing Shapes Sustainable Consumer Behavior-A Systematic Literature Review

Febri Sari Siahaan; Ety Nurhayaty; Rury Mulina; Mohamad Rizan

Enhancing Organizational Performance Through Strategic Human Resource Management in Public Sector Organizations

A.M Fadli Mappisabbi; Mursalin Mursalin; Nurasia Natsir

The Impact of Electronic Word-of-Mouth (eWOM) on Consumer Purchase Intention: The Mediating Role of Trust

Chengxuan Wang; Yaqi Zhang
Tren Sitasi Jurnal