An Analysis How Customers Ratings and Reviews Impact Prices of Electronics on Lazada

Rafi Izzudin; Aryo Nugroho; Muhammad Wisnu Prakoso; Viona Chandra Kirana; Putri Annisa Nur

doi:10.23917/determinasi.v3i2.478

Authors

Rafi Izzudin Muhammadiyah University of Surakarta
Indonesia
Aryo Nugroho Universitas Muhammadiyah Surakarta
Indonesia
Muhammad Wisnu Prakoso Universitas Muhammadiyah Surakarta
Indonesia
Viona Chandra Kirana Universitas Muhammadiyah Surakarta
Indonesia
Putri Annisa Nur Universitas Muhammadiyah Surakarta
Indonesia

DOI:

https://doi.org/10.23917/determinasi.v3i2.478

Keywords:

Customer ratings, reviews, price perception, e-commerce, pricing strategy, online consumer behavior

Abstract

This study investigates the influence of customer ratings and reviews on the prices of e-commerce products listed on Lazada, a leading e-commerce platform. Using a quantitative research design, data from 99 product listings were analyzed using linear regression to explore the relationships between price, total reviews, and average rating. Contrary to initial hypotheses, the results did not reveal a significant predictive power of customer ratings or number of reviews on product prices, highlighting the complexity of online pricing dynamics. The findings suggest that other factors—such as brand reputation, product features, and marketing strategies—play a more substantial role in determining prices. These insights recommend a multifaceted approach to pricing strategies in e-commerce, moving beyond customer feedback metrics to optimize profitability and customer satisfaction. Future research could incorporate additional variables and advanced modeling techniques to deepen the understanding of pricing mechanisms in digital marketplaces.

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