A Study on the Impact of Online Customer Reviews on Consumer Purchase Decisions in E-commerce Platforms

In the digital era, online customer reviews have become a crucial factor influencing consumer purchase decisions, especially in the context of e-commerce platforms. This study aims to examine the impact of online customer reviews on consumer buying behavior and to analyze how factors such as ratings, review content, volume, and reviewer credibility affect purchase decisions. The research is based on a quantitative approach using primary data collected from 100 respondents through a structured questionnaire based on a 5-point Likert scale. Convenience sampling was used, and the data was analyzed using statistical tools such as percentage analysis and mean calculation. The findings reveal that online reviews significantly influence consumer purchase decisions. Product ratings, review quantity, and visual content enhance trust among consumers. Negative reviews were found to have a stronger influence than positive reviews, as they help consumers avoid risks. Verified purchase reviews and reviewer credibility also play an important role in building trust. The study concludes that online customer reviews act as a powerful form of electronic word-of-mouth (e-WOM), influencing consumer perception, trust, and buying intention. The research highlights the importance for businesses to manage online reviews effectively to enhance customer trust and improve sales performance.