PERAN REVIEW ONLINE SEBAGAI MEDIATOR PADA KEPUTUSAN PEMBELIAN ERIGO DI SHOPEE

This study aims to analyze the role of online reviews as a mediator in the purchasing decisions for Erigo products on the Shopee platform. With the increasing use of e-commerce in Indonesia, consumer reviews have become one of the critical factors influencing purchasing behavior. The research employs a quantitative method, collecting data through questionnaires distributed to 250 Shopee consumers who have purchased Erigo products. The findings indicate that online reviews have a positive and significant impact on purchasing decisions and serve as a mediator that strengthens the relationship between brand image and purchasing decisions. Consumers tend to trust and consider the reviews provided by other users more than just the product information supplied by sellers. Therefore, online reviews can enhance consumer trust and expedite the purchasing decision process. This research has important implications for e-commerce companies and brands like Erigo, suggesting that managing online reviews should be a focus in marketing strategies to maximize sales potential on digital platforms.