THE ROLE OF PRODUCT REVIEWS IN MEDIATING THE INFLUENCE OF BRAND IMAGE ON PURCHASING DECISIONS ON SHOPEE (A CASE STUDY OF FEB UMSU STUDENTS)

Abstract

his study aims to analyze the effect of brand image and product reviews on purchase decisions in the Shopee marketplace, with product reviews as a mediating variable, using a quantitative approach with data collected through questionnaires distributed to students of the Faculty of Economics and Business, Universitas Muhammadiyah Sumatera Utara (FEB UMSU), and analyzed using Partial Least Squares-Structural Equation Modeling (PLS-SEM). The results show that brand image has a positive but moderate effect on purchase decisions (0.291), a very strong effect on product reviews (0.953), while product reviews have a strong and more dominant effect on purchase decisions (0.683). Additionally, product reviews significantly mediate the relationship between brand image and purchase decisions with an indirect effect of 0.651. These findings indicate that purchase decisions are influenced not only by brand image but also strongly by the quality and credibility of product reviews; therefore, sellers and marketplace platforms are advised to maintain a positive brand image and enhance the transparency, informativeness, and reliability of review systems to increase consumer trust and purchasing decisions.