Abstract

This study investigates the impact of online reviews on brand reputation and customer purchase behavior within the digital commerce landscape. Recognizing the critical role of online customer evaluations in shaping consumer perceptions and decisions, the research synthesizes empirical findings, theoretical insights, and practical observations to explore the dynamics between online reviews, brand reputation, and purchasing actions. Utilizing a quantitative approach, the study employs surveys based on a purposive sampling strategy to collect data from 100 participants, assessing their opinions on online reviews' influence on their purchasing decisions through a Likert-scale questionnaire. Analysis of the data through frequency distribution, descriptive, and inferential statistics reveals significant insights into how online reviews affect consumer behavior and brand perception. The findings highlight a pronounced reliance on online reviews among consumers, with positive reviews significantly enhancing the likelihood of purchases. Age and gender emerge as notable demographic factors influencing the impact of reviews, with younger and female respondents showing greater receptiveness to online evaluations. Despite the study's contributions to understanding online review impacts, it acknowledges limitations such as potential response bias and suggests future research could benefit from a mixed-methods approach for deeper insights. This research enriches the discourse on digital marketing strategies by emphasizing the importance of managing online reviews to bolster brand reputation and stimulate consumer purchase behavior.

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