THE IMPACT OF ONLINE PRODUCT REVIEWS IN VIRTUAL COMMUNITY TOWARDS PURCHASE DECISIONS IN INDONESIAN DENIM INDUSTRY

In this study, the researcher uses a combination of the theory of planned behavior and the model of goal-directed behavior to map what effects online product reviews can have on consumer purchase decisions. The researcher hypothesizes that the two adapted theories contain factors that can positively influence consumer purchase decisions. The researcher uses PLS-SEM and open coding to analyze quantitative and qualitative data. The results showed that ten of the eighteen hypotheses tested were proven to be accepted. Consumers in the denim industry tend to perceive online product reviews as a key aspect of their decision-making process. The results of qualitative data analysis also showed similar results, all respondents indicated the importance of the influence of an online product review on their purchasing decisions. The researcher also discusses the implications of these results for both research and practice.