Abstract

Online product reviews have grown to be an essential consideration for both consumers and businesses in the digital economy. Internet reviews have become key instruments for companies and consumers looking for product information, but little is known about how people evaluate a reviews’ credibility and whether it affects their choices when buying. This study was conducted aiming to understand the influence of online product reviews on buying decisions of grade 12 students. By answering the overarching questions, the study can shed light on student’s perceptions, which could help them become critical thinkers and make better decisions when making purchases online and it can also help businesses improve their marketing strategies. A purposive sampling technique was utilized in selecting five (5) grade 12 students from Bacolod Trinity Christian School as respondents for this study who were then individually interviewed. Using the Qualitative Data Analysis Method, the researchers were able to quickly and clearly identify the findings in relation to the answers to the study's questions by organizing the relevant information that they had gathered into codes, categories, and concepts. The output of the findings show that (1) quantity and quality of online review is highly considered by customers, (2) product quality is also highly considered, (3) online product reviews, whether positive or negative, impact purchase decisions, (4) impulsiveness impact consumer’s purchase decisions, and lastly (5) online reviews impact online shops and brand's reputation. Each theme was carefully examined and explained to provide a clear understanding of the study's conclusions and recommendations.

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