Online Product Reviews and Purchasing Decision – Survey Report

With so many choices and brands to choose from, it can be quite difficult to purchase a product. This is especially when true when it comes to purchasing products online. Unlike buying a good at a store, one cannot test or try out the product in real-life before purchasing it. As a result, making an online purchase relies on a strong trust that the product will be as has been described.

However, shopping is a social activity, both on- and offline. People want to hear from real people about products and whether those items match up toboggan aquatique gonflable pas cher to what the companies describe them as. One way is to post and read online reviews about products. With increasingly easier access to online information now, people can search for product reviews to read all about why people like or dislike an item.

JAKPAT conducted a survey to find out how online product reviews influence Indonesian shoppers’ purchasing decision. This survey was followed by 485 respondents out of Water trampolines Costco 619 who have used online product reviews.
Certainly a large percentage of respondents frequently read online reviews. Nearly 56% say that they ‘often’ or ‘always’ reading reviews before buying a product. Adding in the group that responded with ‘sometimes,’ that makes more than 4 in 5 respondents reading reviews on a somewhat regular basis. This means that online reviews are valued.

Furthermore, respondents were asked to describe how important online reviews are to them. One in 2 say that the reviews are ‘somewhat important.’ Nearly 1 in 3 say that they are ‘very important.’ Again, this makes 4 in 5 saying that online reviews have great value.


Most people only need to read a few reviews to assure themselves of the quality of the product. About 1 in 3 say they read 2 to 3 reviews and just a little more read 4-6 which is enough to convince them to trust a product.


As well, most people say that they trust online reviews as much as personal recommendations. What shoppers say is important!


Of course, not all reviews are positive unless a product is that good. Here and there, shoppers will encounter negative reviews from a frustrated buyer. Almost all respondents (95.41%) compare positive and negative reviews.

As further proof on the value of product reviews, it is interesting to note whether someone has been encouraged or discouraged to buy a product because of the reviews. From this survey, 82.05% say that they have purchased a product because of the positive reviews that they have read. Likewise, 89.77% say they did not buy something because of the negative reviews.


Although most respondents are active readers of reviews, only 1 in 2 have posted at least one online review of a product that they have purchased. Males are only slightly likelier to post a review than females. Generally, respondents’ rating for the reviewed product leans towards positive (51.56%) or neutral (46.88%). After all, they have done their research beforehand and only buy quality products!



For more detail you can download XLS report at the button below. JAKPAT report consists of 3 parts which are 1) Respondent Profile, 2) Crosstabulation for each question and 3) Raw Data. Respondent profile shows you demographic profiles ( gendr,age range, locationby province, and monthly spending). Cross tabulation enables you to define different demographic segment preference on each answer.

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If you’re interested to do survey on retail and consumer goods field toward our respondents, we have over 31,000 mobile respondents ranged from age 17-50 years old, smartphone active users, and located in all regions of Indonesia that has installed our app and readily answering your survey. Those 31,000 respondents has been verified, profiled, and continuously tracked to make sure you get the updated profiles of them. Our respondents has been profiled based on their demographic (age,gender,location, spending level, profession,religion), lifestyle habit (smoking/non, gamers/non, wearing glasses/non, frequent flyer/non, online shopper/non), and also brand consumption level ( brand A users, brand B users in FMCG, Retail, E-commerce,etc). 

If you want to do research toward our respondent, please signup here and directly create your survey there. Or directly contact our Bizdev - partner@jajakpendapat.net. / +622745015293 / +6285643567492 (WA/SMS)

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