INFLUENCE OF ONLINE REVIEWS AND RATINGS ON THE PURCHASE INTENTIONS OF GEN Y CONSUMERS: THE CASE OF TOKOPEDIA

Online shopping in Indonesia is mostly done through e-marketplaces, and reviews and ratings on e-marketplaces are known to affect Gen Y consumer purchasing behavior. This study attempts to examine the factors influencing the purchase intentions of Gen Y users on Tokopedia with 4 variables: reviews, ratings, information quality, and media richness. A descriptive analysis and regression analysis were used to test the relationship of these variables with purchase intentions. This study found that satisfaction and perceived value are key factors affecting purchase intentions, while the other variables act as precursors. These study results can provide a useful reference for sellers and marketers targeting Gen Y consumer