Understanding the Influence of Online Reviews on Consumer Decision-Making Process

The rise of e-commerce has transformed consumer behavior, with online reviews emerging as a powerful form of electronic word-of-mouth. This study investigates how online reviews influence consumer decision-making and the extent to which demographic factors such as age, gender, and income moderate this effect. Primary data was collected through a structured questionnaire from 121 respondents, complemented by secondary sources. Using factor analysis and reliability testing, the findings reveal that review volume, valence, credibility, and ratings significantly impact purchase intentions. Consumers exhibit high reliance on peer feedback, with both positive and negative reviews shaping perceptions of product reliability, trust, and quality. The study highlights implications for businesses in managing online reputation and fostering authentic consumer engagement.