Key findings:

Consumers in Surabaya purchasing garlic through Shopee are predominantly female, aged 27-31, from East Surabaya, married, with a bachelor's degree, working as entrepreneurs, earning Rp 4,375,000 – 8,750,000 monthly, and spending Rp 313,000 – 626,000 on food. Online reviews and brand image positively affect purchasing decisions, while ratings do not.

What is known and what is new?

Online customer reviews, ratings, and brand image are important factors influencing purchasing decisions in e-commerce. This study reveals that for garlic purchases through Shopee in Surabaya, online customer reviews and brand image positively influence purchasing decisions, while customer ratings do not. It also identifies specific demographic characteristics of garlic consumers in this context.

What is the implication, and what should change now?

Implication of the study is the Businesses on Shopee should focus on enhancing brand image and encouraging positive online customer reviews to boost garlic sales in Surabaya. Efforts should be directed towards improving brand perception and actively managing customer feedback, as ratings alone are insufficient to drive purchasing decisions.

Garlic (Allium sativum L.) is a plant that is needed by the community because garlic is consumed as a flavor enhancer in dishes and is used as a medicine to cure various diseases along with the increase in population, the need for garlic will continue to increase [1] Surabaya City is the Capital City of East Java Province which has experienced an increase in population, in 2020 the City of Surabaya has a population of 2.874.314 people and 2.880.284 people in 2021 [2]. Based on data from BPS (2021), the highest average in capita weekly consumption of vegetables in the city of Surabaya in 2020-2021 is garlic, which is 0,502 ounces in 2020 and increases to 0,577 ounces in 2021.

In 2020, Surabaya City has an internet penetration rate of 83% which exceeds the national penetration rate with an average of 73.7% [3] The internet can now be used in various aspects of life, such as for shopping online. Based on internet content data from [4], online shopping is ranked 3rd for frequently accessed internet content on the second quarter of 2022 with a percentage of 21.26%. Online shopping can be done using the marketplace. According to Yustiani & Yunanto (2017), [5] a marketplace is a form of business that follows the development of technology and information. Using the marketplace, anyone can carry out buying and selling activities easily, quickly, and cheaply, not limited by space, distance, and time.

Shopee is the marketplace with the most access. Research by Wardhana (2022) [6] titled "Attitude towards the Shopee Marketplace" was carried out in the city of Surabaya and shows that most consumers in Surabaya shop at Shopee, because this marketplace has a good reputation, the Shopee website and application are convenient and attractive, and the payment system is easy and fast. So that consumers trust and are interested in carrying out the buying and selling process online to meet their needs and desires.

Consumers feel by shopping online can compare products and prices in various stores easily, not face-to-face directly between consumers and sellers so that it is more efficient, payments can be made by transfer, and sometimes the prices offered by online shops are cheaper than the prices of goods sold directly. However, the interaction between sellers and buyers online is not optimal, causing potential consumers to be unable to guarantee the condition of the product purchased. They must be careful and seek clear information before purchasing so that the product received is following expectations and satisfaction [7].

According to Mo, Z., et al., (2015) in  Sijintak (2022), [8] online customer review are an assessment in the form of written reviews by consumers regarding information and evaluation of a product, potential consumers can find out information on the quality of the product they are looking for, as well as the experience of consumers who have purchased products online. The online customer review indicators developed in the study by Farki (2016) [9] are perceived usefulness, perceived enjoyment, and perceived control. According to Elwalda & Lu, (2015) [10], perceived usefulness is the extent to which consumers believe that online customer reviews can provide benefits when shopping online. Perceived enjoyment is the extent to which consumers feel that online customer review features are a form of attention given to facilitate online shopping. According to Dolen et al., (2007) [11], self-control is the controlling attitude felt by consumers from online customer review features on information exchange.

The ratings mean consumer judgment on the preference of a product regarding their experience which leads to psychological and emotional conditions when interacting with visual products (Farki, 2016) [9]. The online customer rating indicator was developed based on the factors that influence online customer rating according to Tantrabundit (2018), accuracy of information, level of customer satisfaction, and product quality assessment. Accuracy of information is valuable information given by consumers about a product that can help other consumers to obtain information on the desired product. Level of consumer satisfaction is rating is a consumer preference to find out the suitability of expectations before buying a product and after buying a product taking into account the price offered and the services provided. Product Quality Assessment is the quality of products that have been purchased. Consumers will give a high rating if the product is of good quality and in accordance with what consumers want, and vice versa.

Information and consumer online shopping experience will lead to assumptions in the minds of consumers about the brand. Things that are thought or felt when hearing about a brand will lead to consumer trust in brand image. Likewise, with the Shopee brand, information based on the experience of shopping for garlic through Shopee will lead to assumptions about potential consumers regarding online garlic shopping activities through Shopee (Hanifah, 2021) [12]. Brand Image indicators, are corporate image is the association that consumers perceive of companies that make goods or services, can include the company's popularity and network, product image is the association that consumers perceive of a product or service such as product attributes, benefits, credibility, and guarantees, and user image is the association that consumers perceive of users of a product or service, which includes the user himself and his social status.

Purchasing decisions are activities to solve a problem carried out by individuals in choosing the appropriate alternative from two or more alternatives which are considered the right action to make purchases through a decision-making process (Firmansyah, 2019) [13]. According to Kotler P. & Amstrong (2008) [14], indicators of purchasing decisions are as follows:

1. The stability of buying after knowing the product information. After conducting an information search, positive and negative information is collected, which is used as a consideration in decision making.

2. Decided to buy because of the most preferred brand. Consumers have more potential to make purchasing decisions on brands that have become the ideal or mainstay for consumers compared to other similar brand products.

3. Buy because it suits your wants and needs. Purchasing decisions are generally based on the desires and needs of consumers that must be fulfilled immediately.

4. Buying because of recommendations from others. Recommendations are an external factor in purchasing decisions. Can it is said to be a recommendation because other people who have used a product have had positive experiences so they want other people to feel the same thing.

Based on the description above, potential customers cannot guarantee the condition of the product because the interaction between sellers and buyers online is not optimal. Shopee features that can convince potential customers are review and rating. This feature makes it easier for customers to obtain information from other consumers to better identify the product to be purchased. This is also related to trust and confidence in the Shopee brand image which comes from information and experience that can lead to purchasing decisions. The purpose of this research is:

1. Describe the characteristics of consumers who shop for garlic through Shopee in Surabaya.

2. Analyzing the influence of online customer review on garlic purchasing decisions through Shopee in Surabaya.

3. Analyzing the influence of online customer rating on garlic purchasing decisions through Shopee in Surabaya.

4. Analyzing the effect of brand image on garlic purchasing decisions through Shopee in Surabaya.

Location research is determined deliberately in the city of Surabaya because it has a large population and the amount of consumption per capita a week, the highest group of vegetables in Surabaya is garlic. The city of Surabaya's internet penetration rate exceeds the national average and most of the people of Surabaya City shop online at Shopee. Sampling in this study uses a non-probability sampling. According to Paramita et al., (2021) [15] with purposive sampling, the researcher can understand the information needed and obtain from certain targets that meet the criteria determined by the researcher in line with the research objectives. The sample criteria for the study were respondents who live in the city of Surabaya, have bought garlic through Shopee in Surabaya at least once in the last 6 months, and are 17 years and over. 

The determining of the sample size in this study used Cohen (1992) in Haryono (2016) [16]. Based in Figure 1, the largest number of arrows leading to the dependent variable is three, with a significance of 1% and an R² of 0.75 to obtain a total of 42 samples. According to Sholihin & Ratmono (2021) [17], the model can be estimated with a small sample size of 35-50. According to Alwi (2012) [18], in general, the larger the sample, the more likely it is to reflect the population. The larger the sample size is expected to reflect the better results. So that in this study the samples were made up of 50 samples because the maximum sample size was small. This number is following the size of the SEM-PLS sample recommended by Haryono (2016) [16], is 30-100 samples. 

Data collection was obtained from questionnaires. The questionnaire used uses a likert scale. According to Umar (2009) [19], consumers are asked to fill out statements on an ordinal scale, namely a scale that shows there are different levels in a certain number of categories, such as five points to accommodate neutral categories for respondents. A score of five is for a very positive result, and a score of one is for a very negative result. According to Paramita et al., (2021) [15], Secondary data is data obtained from data, collection agencies such as literature, books, journals, websites, and government agencies. 

The descriptive data analysis method is used as a data analysis method for the first research purpose. Data processing is related to the type of data to be processed, for quantitative data processing is done using descriptive statistics. Descriptive statistics are statistics for describing the object of study through the data obtained, without using analysis, and making general conclusions [20]. Descriptive statistics were used to obtain data in the form of percentage calculations using relative frequency distribution tables or percentage tables. 

Data analysis methods for the second, third, and fourth objectives, namely multivariate analysis using Structural analysis According to Sholihin & Ratmono (2021) [17], multivariate analysis is a statistical method to analyze more than one research variable simultaneously. This research uses SEM-PLS with WarpPLS 7.0 software.

Characteristics of Respondents

Table 1. Characteristics of Garlic Consumers through Shopee in Surabaya

Source: Primary data processed, (2023)

The characteristics of garlic consumers through Shopee in Surabaya are manifold female, aged 27-31 years, domiciled in East Surabaya, married, graduated bachelor degree, works as an entrepreneur, income IDR 4.375.000 – 8.750.000 and food expenditure IDR 313.000 – 626.000 in a month.

Respondents Answers

Table2. Respondent’s Answers

Source: Primary data processed, (2023)

1. Perceived usefulness (X1.1), is "i feel that online customer review make it easier to find information when shopping for garlic at Shopee".

2. Perceived usefulness (X1.1), is "i feel that online customer review help determine which garlic products to buy at Shopee".

3. Perceived enjoyment (X1.2) is "i feel online customer review are very easy to access".

4. Perceived enjoyment (X1.2) is "i can read reviews at any time as long as i'm connected to the internet".

5. Perceived control (X1.3) is "i consider other people's positive and negative reviews to decide which garlic to buy at Shopee".

6. Information accuracy (X2.1) is "i consider product evaluation before purchasing garlic at Shopee".

7. Information accuracy (X2.1), is "i feel that online customer rating help determine which garlic products to buy at Shopee".

8. Level of consumer satisfaction (X2.2), is "i feel that online customer rating indicates the suitability of the quality of garlic products at the price offered".

9. Level of consumer satisfaction (X2.2), is "i feel that online customer rating indicates consumer satisfaction with the packaging of garlic products provided".

10. Product quality assessment (X2.3) is "i feel that the higher rating, is the higher quality".

11. The corporate image (X3.1) is "i feel that Shopee has extensive internet services making it easier to search for garlic products".

12. The product image (X3.2), is "i feel that the condition of garlic purchased through Shopee is in accordance with what is offered".

13. The product image (X3.2) is "i believe in buying garlic at Shopee".

14. The user image indicator (X3.3) is "i buy garlic through Shopee because i have a busy life that makes it impossible to make direct purchases".

15. The user image (X3.3), is "i buy garlic at Shopee because it has supporting facilities".

16. Consistency in buying after knowing product information (Y1.1) is "i am looking for information on other people's experiences when buying garlic at Shopee before making a purchase".

17. Decided to buy because of the most preferred brand (Y1.2) is "i buy garlic because there are many price options offered at Shopee".

18. Decided to buy because of the most preferred brand (Y1.2) is "i buy garlic through Shopee because it is easy to use”.

19. Buy because according to the wants and needs (Y1.3) is "i buy garlic at Shopee because the product has a rating of 4 and above".

20. Bought because of getting recommendations from others (Y1.4) is "i bought garlic at Shopee because of other people's positive reviews". 

PLS-SEM 

PLS-SEM analysis consists of stages outer model and an inner model which is done with WarpPLS 7.0 software.

Outer Model

Figure 1 is a path model for analyzing the influence based on the research hypothesis. W denotes the value of the indicator weight, L denotes the loading factor, β denotes the path coefficient value, and P denotes the p-value. R² shows the coefficient determination. The structural equation is Y= 0,378 X₁ + 0,102 X₂ + 0,653 X₃

Figure1. Research Path Model

Source: Primary data processed (2023)

1. Convergent Validity

Table3. Convergent Validity

Source: Primary data processed, (2023)

Loading factor shows how much the indicator can be explained by the variable measured with a value of > 0,708. While the AVE value > 0,50 indicates can explain more than half of the variance of its indicators (Sholihin & Ratmono, 2021) [17]. The questionnaire question item has an outer value loading above 0,708. All variables have an AVE value above 0,5. This means that each research variable can explain or represent more than half of the items and indicators (50%).

1. Discriminant Validity

Table4. Cross Loading

Source: Primary data processed, (2023)

The cross loading value or the one marked in brackets on each variable indicator item being measured has a higher value than the cross loading of other indicator items in the same row. This means that an indicator variable is completely different from other constructs. 

Table 5. AVE Root

Source: Primary data processed, (2023)

The AVE root value or the one in parentheses of all variables is higher than the correlation value between variables. This means that the variable instruments have good discriminant validity.

Table 6. Heterotrait Monotrait Ratio

Source: Primary data processed, (2023)

HTMT ratio    =

  = 0,95

The value of the HTMT ratio is 0,95 which is still below 1. The HTMT ratio has met the validity criteria. 

1. Internal Consistency Reliability

Table 7. Cronbach's Alpha and Composite Reliability

Source: Primary Data, processed (2023)

Variables have cronbach's alpha values above 0,60 and composite reliability between 0,60-0,90 except for the online customer rating variable (X2) which has a composite reliability value of 0,916. According to Statkomat (2022) [21], if the composite reliability value is still in the range of 0,90–0,10 or below 0,95 it is declared acceptable. Each research variable has fulfilled cronbach's alpha and composite reliability is reliable, and three variables have instrument consistency as a measuring tool and the results can be trusted when used in other studies with the same phenomenon.

1. Collinearity Measurement between Indicators

Table 8. VIF Value, P-value, and Indicator Weight

Source: Primary Data, processed (2023)

Variables have a VIF value below 5. All indicators have a p-value of more than 0,01. Each indicator weight value on the research variable indicator item is not significant. According to Hair (2017) in Sholihin & Ratmono (2021) [17], even though the indicator weight is not significant, the researcher must look at the contribution of the indicator which is manifested in the loading value. So even though the outer weight is not significant, researchers can maintain it if the loading factor is above 0,50. The loading factor value purchasing decision variable indicator items have a value above 0,5. This means that the measurement of formative variables has been assessed as feasible for use in research.

Inner Model

1. Path Coefficient and Effect Size

The path coefficient shows the relationship between the hypothesized variables. 

Table 9. Path Coefficients, P-Value, and Effect Size

Source: Primary Data, processed (2023)

The online customer review (X1) has a path coefficient value of 0,378, a p-value of 0,003 (below a significance level of 0,01 or 1%), and an effect size of 0,235 (medium). The online customer rating (X2) has a path coefficient value of 0,102, p-value of 0,248 above the significance level of 0,01 or 1%, and an effect size of 0,049 (medium). The brand image (X3) has a path coefficient value of 0,653, a p-value of <0,001 (below a significance level of 0,01 or 1%), and an effect size value of 0,508 (large). 

1. Coefficient of Determination (R²)

R² in this study is 0,792 which is included in the strong category. The online customer review (X1), online customer rating (X2), and brand image (X3) can explain variations in the purchase decision variable (Y) of 79,2%, and 20,8% is influenced by other variables outside the research.

1. Predictive Relevance (Q²)

Q² in this study is 0,626, the structural model can predict the accuracy of data that is not used in model estimation. Based on these value categories, this structural model is included in the large or strong value category so that it can show good predictive validity.

The Influence of Online Customer Review on Purchasing Decisions

The online customer review (X1) has a positive relationship and a significant effect of 23,5% on purchasing decisions (Y), and 76,5% is influenced by other variables. The first hypothesis is accepted because online customer review (X1) influence purchasing decisions (Y) garlic through Shopee in Surabaya. This indicates that there is a possibility that consumers will buy garlic through Shopee because of the information obtained from an online customer review. According to Kotler P. & Amstrong (2008) [14], the implementation of purchasing decisions is one indicator of purchasing decisions, namely after conducting an information search, positive and negative information is collected which is used as a consideration in making decisions. As many as 58% of respondents agreed with the statement "I feel that online customer review help determine which garlic products to buy at Shopee". The role of online customer review in the form of reviews on product quality, service, packaging, delivery, to the suitability of the products offered based on the consumer's buying experience can help potential consumers choose the product to buy to get satisfaction. In the study by Pustap & Wulandari (2020) [22], reviews written by other consumers will generate trust for consumers. And increased trust can improve purchasing decisions.

The research by Sugianto et al., (2021) [23], review has a positive and significant effect on consumer perceptions and purchasing decisions for Sayurbox products through Shopee in DKI Jakarta. The study shows that more consumers are aware of reviews and make them a source of information, then compare all reviews, and influence product choices, the more solid Sayurbox consumer purchasing decisions will be. Research also shows that Carl et al., (2018) [24], review are proven to have a strong impact on sales of certain products or services.

Influence of Online Customer Rating on Purchasing Decisions

The online customer rating (X2) does not affect purchasing decisions (Y) garlic through Shopee in Surabaya. Based on the test results, the second hypothesis was rejected. Purchasing decisions are generally based on consumer wants and needs that must be fulfilled immediately, as well as recommendations from other people (Kotler P. & Amstrong, 2008) [14]. The online customer rating is one way for potential customers to obtain information about sellers and products. With online customer rating, customers can determine whether to buy a product or not. To make it easier for consumers to get the products they want and need. Shopee provides an opportunity for consumers to provide product ratings, one of which is regarding product quality and price in the form of a 1-5 star rating scale. "I buy garlic at Shopee because the product has a rating of 4 and above" got the most agreeing answers from 28 respondents. However, the results of this study show that rating do not affect garlic purchasing decisions through Shopee in Surabaya.

Research by Hanifah (2021) [12], shows that rating do not affect purchasing decisions. According to research, by Farki et al., (2016) [9], online customer rating have a simple appearance and do not assess things in detail or are not very clear. Ratings can assess the quality of an item as well as the services provided by sellers and marketplaces. Like consumers who can give a low value to a product just because the product is delivered late even though it is of good quality and affordable prices. Based on the online customer rating variable questionnaire score in this study, there are two of the five statements have the highest frequency of disagreeing. Namely on the indicator of the level of consumer satisfaction item number eight "I feel that online customer rating indicates the suitability of the quality of garlic products at the prices offered" and item number nine "I feel online customer rating indicate consumer satisfaction with the packaging of garlic products provided" with no frequency agreed by 6% or 3 respondents. The study by Rahmawati (2021) [25], shows that rating does not affect online purchase decisions through the Shopee marketplace, because rating are considered unreliable or unreliable. There needs to be an increase in the credibility of the rating feature to minimize filling in counterfeit product ratings to increase the popularity of these products. According to Saskiana (2021) [26], the rating given to products online can be used as a way or benchmark for consumers to channel their opinions about the product’s quality, although sometimes there are still biases that occur in the measurements. Because ratings by consumers reflect global consumer satisfaction, or overall.

The Effect of Brand Image on Purchasing Decisions 

The brand image (X3) has a positive relationship and a significant effect of 50,8% on purchasing decision (Y) and a significant effect of 49,2 is influenced by other variables. The third hypothesis is accepted. The results study by Slamet et al., (2022) [27] shows that brand image influences online purchasing decisions at Shopee. Brand image is considered when making online purchasing decisions at Shopee. According to Kotler P. & Amstrong (2008) [14], deciding to buy because of the preferred brand is one indicator of a purchasing decision. Consumers have more potential to make purchasing decisions on brands that have become the ideal or mainstay for consumers compared to other similar brand products. According to Dewi & Suartina (2022) [28] when Shopee can become the most recommended brand because of the range and services provided, more and more consumers will use Shopee. The results by Puspita et al., (2022) [29], entitled to show that lots of people shop online using Shopee. Shopee makes it easy for customers to shop with features such as search which is equipped with a filter to select items according to rating, price, review, location, shop, and so on. So Shopee was chosen as the best marketplace in Indonesia.

Shopee sells a variety of products, one of which is vegetable products. Shopee does not only focus on vegetable products, but Shopee has advantages over online vegetable and fruit e-commerce which focus on selling food and groceries. These advantages are review feature services and rating owned by Shopee. The study by Wardhana & Dewi (2022) [6], also shows that some Shopee consumers in Surabaya prefer to shop online at Shopee because they are motivated by other people's opinions and Shopee's reputation which makes consumers believe and choose Shopee to shop online. In this study, as many as 64% of respondents dominated the answers strongly agree with the statement "I believe in buying garlic at Shopee. According to Setiadi (2010) in Lestari (2020) [7], trust and attitude are the psychological factors in purchasing decisions, namely one's thoughts on something. Where consumer confidence in a product or brand can influence purchasing decisions. Research by Afrizal & Nugroho (2022) [30], shows that brand image influences purchasing decisions at Shopee. Shopee consumers are very concerned about the image of the Shopee brand when making purchasing decisions, because Shopee’s brand image is excellent in the minds of consumers, and is known as the number 1 marketplace site in Indonesia.

Based on the research results "The Influence of Online customer review, Ratings, and Brand Image on Garlic Purchasing Decisions through Shopee in Surabaya" which has been conducted, the research conclusions are as follows:

1. Characteristics of garlic consumers through Shopee in Surabaya are female, aged 27-31 years, domiciled in East Surabaya, married, graduated bachelor degree, works as an entrepreneur, income Rp 4.375.000 – 8.750.000 in a month, and food expenses Rp 313.000 – 626.000 in a month

2. Online customer review has a positive and significant effect on garlic purchasing decisions through Shopee in Surabaya because the path coefficient is 0,653 and the p-value is <0,001.

3. Online customer rating does not affect garlic purchasing decisions through Shopee in Surabaya because the path coefficient is 0,102 and the p-value is 0,248.

4. Brand image has a positive and significant effect on garlic purchasing decisions through Shopee in Surabaya because the path coefficient is 0,653 and the p-value is <0,001.

The authors declare that they have no conflict of interest.

No funding sources 

The study was approved by the Institutional Ethics Committee of University of Pembangunan Nasional

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