THE ROLE OF CREDIBILITY INTERPRETATION IN ONLINE CUSTOMER REVIEWS ON PURCHASING DECISIONS: A STUDY ON SHOPEE CONSUMERS

Abstract

This study examines the role of the meaning of the credibility of online customer reviews (OCR) on consumer purchasing decisions on the Shopee platform. Using a qualitative phenomenological approach, this study explores the subjective experiences of 24 active Shopee informants in interpreting and validating trust in reviews before purchasing MSME products. The results of the analysis reveal three main themes: (1) credibility as a personal evaluation, (2) cognitive and emotional processes in assessing reviews, and (3) credibility as a determinant of purchasing decisions. Active consumers reflect on the authenticity, language style, and consistency of information, indicating that trust is formed from the perception of honesty and depth of reviews, not just the number of stars. These findings strengthen the relevance of the Stimulus–Organism– Response (SOR) theory, positioning OCR as a stimulus, the meaning of credibility as an internal organism, and purchasing decisions as the final response. This study contributes to the theoretical understanding of the formation of digital trust and practical implications for MSMEs and e- commerce platforms in building a convincing review ecosystem.