Online Customer Reviwes as a Marketing Tool to Generate Customer Purchase Intention in Ecommerce

This study influenced the increasing use of e-commerce to buy and sell. Many offline stores today migrate to online stores. Seeing the opportunity to use e-commerce with billions of users enables businesses to expand sales and add customers as the business grows. The impact of a bad reputation and negative offline reviews, makes some sellers experience stagnation and difficulty in selling and even fail in online sales. Because of that, the sellers need to organize their and avoid losing trust. This study uses a Systematic Literature Review (SLR) for writing and modeling. It complements with a purposive sampling method by collecting questionnaire data, as many as 137 data on 22–24 April 2022 in Indonesia's Jabodetabek area. This study discusses the importance of variables in buying and selling in e-commerce for sellers, especially newcomers who have difficulty dealing with this problem, can overcome their problems. Those variables include Seller Attribute, Product Attribute, Customer Review, Customer Trust, and Purchase Intention. This study uses Structural Equation Modeling (SEM) with SmartPLS as a statistical analysis tool. A model approved six from seven hypotheses found to have a significant impact, with one hypothesis insignificant compared with previous research.