THE EFFECT OF PERSONALIZED RECOMMENDATIONS AND ONLINE CUSTOMER REVIEWS ON PURCHASE DECISIONS OF AEROSTREET FOOTWEAR ON THE SHOPEE MARKETPLACE
DOI:
https://doi.org/10.56127/ijme.v5i2.2842Keywords:
Personalized Recommendations, Online Customer Reviews, Purchase DecisionsAbstract
The rise of e-commerce in Indonesia has changed how consumers make decisions about what to buy online. Aerostreet footwear purchases are influenced by Shopee's use of online user evaluations and tailored recommendations. The purpose of this study is to partially and concurrently examine the circumstances and impacts of both factors on purchasing decisions. Purposive sampling was used to pick 100 respondents for the quantitative, descriptive, and verificative procedures. Path analysis and MSI were used to analyze the data. Purchase decisions fall into the fairly excellent group, whereas personalized recommendations and online customer reviews fall into the good category, according to descriptive data. Personalized recommendations (path coefficient = 0.298; t = 3.273; contribution = 11.1%) and online customer reviews (path coefficient = 0.327; t = 3.594; contribution = 13%) have a beneficial impact on purchasing decisions, according to verifiable results. Purchase decisions are strongly influenced by both variables at the same time (F = 15.390; total contribution = 24.1%), with other factors accounting for the remaining 75.9%.
References
Christina, A., Setiawan, A., & Prasetya, B. (2023). Influence of Personalized Product Recommendation, Online Review Stimuli, and Customer Brand Identification on Purchase Intention (Case Study on Bukalapak Consumers in Semarang). Jurnal of Business Studies), 9(1), 2467–8790. https://jurnal.polines.ac.id/index.php/jobs
D, L. E. S., & Mujianti, S. A. (2025). The Role of Personalization and Online Store Trust on Purchase Intention Mediated by Customer Satisfaction. 4(3), 93–100.
Djuuna, M. (2024). Keputusan Pembelian Pengaruh Website Quality, Sales Promotion, Price Through Consumer Trust.
Ellis-Chadwick, C. &. (2022). Digital Marketing Strategy, Implementation And Practice.
Fitri, A., & Dewi, A. F. (2025). Pengaruh Kualitas Layanan, Online Customer Review dan Online Customer Rating Terhadap Keputusan Pembelian Produk Korset Di Shopee. RIGGS: Journal of Artificial Intelligence and Digital Business, 4(3), 7351–7365. https://doi.org/10.31004/riggs.v4i3.3090
Komariyah, D. I. (2022). Pengaruh Online Customer Riview dan Rating Terhadap Minat Pembelian Online Shopee ( Studi Kasus Pada Santri Putri Pondok Pesantren Salafiyah Syafi ’ iyah Seblak Jombang ) Pesatnya perkembangan internet memberikan dampak yang besar bagi aspek s. Journal of Business and Innovation Management, 4, 343–358.
Philip Kotler, G. A. (2021). Principles of Marketing 18E.
Rolando, B. (2025). The Impact Of Artificial Intelligence-Based Recommendation System On Consumer Purchase Decision In E-Commerce. 4(2), 1–25.
Sampe, F., & Tandiayu, B. (2025). Pengaruh Online Customer Review terhadap Keputusan Pembelian Sepatu Merek Adidas di Toko Online Shopee untuk Gen Z di Kota Makassar. 1, 138–152.
Sari, I., Rinawati, T., Rizkiana, C., Ekonomi, F., Semarang, U., Ekonomi, F., Semarang, U., Ekonomi, F., Semarang, U., & Review, O. C. (2022). Pengaruh Electronic Word Of Mouth ( E-WOM ) Dan Online Customer Review ( OCR ) Terhadap Keputusan Pembelian. 20(2), 160–169.
Sihaloho, E. M., Petra, D., & Sitorus, M. (2023). Pengaruh Online Customer Rating Dan Online Customer Review Terhadap Keputusan Pembelian Produk Pakaian Di Aplikasi Shopee Pada Mahasiswa Pendidikan Ekonomi Universitas Hkbp Nommensen Pematang Siantar. 1(2), 380–390.
Sugiyono, P. D. (2024). Metode Penelitian Kuantitatif dan Kualitatif (M. Dr.Ir.Sutopo.S.Pd (ed.); Cetakan ke). ALFABETA,.
Toji, E. M., Sukati, I., & Batam, U. P. (2024). Pengaruh Online Customer Review , Brand Image , Dan Kepercayaan Konsumen Terhadap Keputusan Pembelian Skintific Di Tiktok Shop. 5(2), 675–688.
Wardhana, A. (2024). Consumer Behavior In The Digital.
Yeni, Y., Koli, D. Y., Irwansyah, R., & Sjioen, A. E. (2025). Strategi Pemasaran Personalized Recommendation Dalam Meningkatkan Retensi Pelanggan. Jurnal Lentera Bisnis, 14(2), 1722–1735. https://doi.org/10.34127/jrlab.v14i2.1527
Yun, X., & Chun, M. H. (2024). The impact of personalized recommendation on purchase intention under the background of big data. Big Data and Information Analytics, 8(0), 80–108. https://doi.org/10.3934/bdia.2024005
Zusrony, E. (2021). Perilaku Konsumen.
Downloads
Published
How to Cite
Issue
Section
Citation Check
License
Copyright (c) 2026 Syalsa Shabilla, Adi Utama, Muhamad Hidayat
This work is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.
