Online Customer Reviews on Purchase Intention for Octarine Perfume Among Generation Z on the Shopee Marketplace

The growth of e-commerce has led people to rely on online user reviews when making purchasing decisions. This study aims to analyze the effect of online customer reviews on purchase intention. The approach used is quantitative with a descriptive and verificative design. Data were collected by distributing questionnaires to 120 Generation Z respondents who are Shopee users and have experience reading reviews of Octarine perfume, using a purposive sampling technique.The data were analyzed using descriptive statistical techniques and simple linear regression through SPSS version 24 software. The results show that online customer reviews and consumer purchase intention are overall classified in the “Agree” category. This study proves that the online customer review variable has a positive and significant effect on purchase intention, with a coefficient of 0.788 and a significance level of 0.000 (< 0.05). The quality and credibility of customer reviews significantly influence the purchase intention of Generation Z consumers.This research contributes to enriching the understanding of digital marketing, particularly regarding the role of online customer reviews in influencing purchase intention, in order to increase consumer trust and interest in products.

Keywords: Online Customer Review, Purchase Intention, Generation Z, Shopee