The Effect Of Information Quality On Product Reviews In The Short Video Platform For Viewers Purchase Intention

Product review video is one of the genres created by many people on short video platforms such as TikTok, Instagram Reels, and YouTube Shorts. Especially for the business owner to promote their products to influencers so they can sell products better. Product reviews not only give an advantage to influencers and help business owners but also advise consumers. Because with product review videos, consumers can understand more about the product conditions, quality, and testimonials about the products from previous buyers. Researchers raised the topic to discuss and determine the effect of the information quality on product review videos in the short video platform for customer purchase intention. Research questions to be answered are: How can the information quality of product reviews on a short video platform affect customer purchase intention? Researchers use a quantitative method by distributing a questionnaire survey to people who use short video platforms such as TikTok, Instagram Reels, and YouTube Shorts. The survey gained 479 responses and obtained 454 valid data where the respondents have seen product review videos on short video platforms. There are 7 variables that researchers will analyze in this study, namely Information Content Quality (ICQ), Information Utility (IU), Information Expression Quality (IEQ), Perceived Diagnosticity (PD), Information Credibility (IC), Information Adoption (IA), and Purchase Intention (PI). Through this method, we can understand the importance of information quality as the root of information adoption and purchase intentions.