The Effect of Customer Reviews and Star Sellers on Purchasing Decisions at Shopee - The Role of Purchase Intention as a Moderating Variable in Balinese Students

Sep 15, 2026

Study examines how customer review quality and Star Seller status affect purchasing decisions on Shopee, with purchase intention positioned as a moderating variable. Purposive sampling selects Shopee consumers who provided product reviews. Multiple linear regression with moderation is used to test direct and interaction effects. Results show customer reviews have a significant positive impact, while Star Seller status is not significant. Purchase intention strengthens the review effect through a significant X1×M interaction, and a smaller but significant Star Seller interaction is observed.

LanguageEnglish

CategoryResearch & Report

FormatPDF

Pages20

Reading Time50 min

AccessFree to download

Introduction

Customer reviews as information and trust signals

Star Seller status and seller credibility

Research gap on interaction effects

Research focus

Variables: reviews, Star Seller, purchase intention, purchasing decision

Method overview: moderation regression approach

The Journal of Management, Digital Business, and Entrepreneurship Homepage: [https://jurnal.glowscien.com/index.php/JMDBE](https://jurnal.glowscien.com/index.php/JMDBE)[ ](https://jurnal.glowscien.com/index.php/JMDBE)Vol. 1, Issue. 4, December (2023), 239-258 DOI Issue: [https://doi.org/10.58857/JMDBE.2023.v01.i04](https://doi.org/10.58857/JMDBE.2023.v01.i04)[ ](https://doi.org/10.58857/JMDBE.2023.v01.i04)E-ISSN 3031-9064 The Effect of Customer Reviews and Star Sellers on Purchasing Decisions at Shopee: The Role of Purchase Intention as a Moderating Variable in Balinese Students Ni Komang Intan Widiari1), Anak Agung Tisa Anggreni2), Samuel Victor Eliezer Bagenda3) 1,2,3) Faculty of Economics and Business, Udayana University email: [intanwidiari24@gmail.com](intanwidiari24@gmail.com1)[1](intanwidiari24@gmail.com1)) DOI Article: [https://doi.org/10.58857/JMDBE.2023.v01.i04.p05](https://doi.org/10.58857/JMDBE.2023.v01.i04.p05) | A R T I C L E I N F O |
A B S T R A C T | | --- | --- | | Article History:
Submitted: 21 September 2023
Reviewed: 11 October 2023
Revision: 25 Nopember 2023
Accepted: 21 Nopember 2023
Publish: 12 December 2023 | This study aims to analyze the effect of Customer Review and Star Seller variables on consumer purchasing decisions on the Shopee e-commerce platform. The population in this study were consumers who had made purchases at Shopee, with samples taken using purposive sampling techniques, namely consumers who provided product reviews. The variables studied consist of independent variables, namely Customer Review (X1) and Star Seller (X2), moderating variables, namely Purchase Intention (M), and the dependent variable Purchase Decision (Y) . The analysis technique used is multiple linear regression with moderation of purchase intention as a moderating variable. The results of hypothesis testing show that the Customer Review variable has a significant positive effect on consumer purchasing decisions, while Star Seller does not show a significant effect. However, a significant interaction exists between Customer Review and purchase interest, strengthening its influence on purchasing decisions.
The moderation regression test revealed that purchase intention plays a role in strengthening the effect of Customer Review on purchasing decisions, with a significant X1×M interaction coefficient. In contrast, the interaction between Star Seller and purchase interest shows a more minor but significant effect. The simultaneous test (F-test) shows that the two independent variables, Customer Review and Star Seller, influence consumer purchasing decisions. The coefficient of determination (R²) of 0.249 indicates that the two independent variables contribute 24.9% to consumer purchasing decisions. This finding emphasizes the importance of product review quality in influencing purchasing decisions in e-commerce. | | Keywords: Financial Technology, Service Provider, Customer Value, Gas Station Services | | | Corresponding Author:
Didin Fatihudin
[email:](email: dienafdloka@gmail.com)[ ](email: dienafdloka@gmail.com)[dienafdloka@gmail.com](email: dienafdloka@gmail.com) | | INTRODUCTION The e-commerce market in Indonesia has experienced significant growth in recent years, driven by internet penetration and changing consumer behavior (Farki & Baihaqi, 2016) . One platform that stands out in this market is Shopee, which has become a market leader with its various innovative features. Among these features, customer reviews and Star Seller status are crucial in building consumer trust (Bente et al., 2012) . Customer reviews have become the primary source of information prospective buyers use in evaluating products, as reviews from other users can provide an idea of product quality and seller credibility before a transaction is made (Choi et al., 2024) . In other words, customer reviews are proven to influence purchasing decisions significantly (Zhao et al., 2019) because consumer

FAQs

What variables are analyzed in the study?

The study analyzes Customer Review (X1) and Star Seller (X2), with Purchase Intention (M) as a moderating variable and Purchase Decision (Y) as the dependent variable.

How were the sample and data collected?

Samples were taken from Shopee consumers using purposive sampling, specifically consumers who provided product reviews.

What are the main findings regarding customer reviews and Star Seller status?

Customer Review shows a significant positive effect on purchasing decisions, while Star Seller status does not show a significant effect on its own.

Sep 15, 2026

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