Proceedings of the 7th International Conference on Applied Economics and Social Science (ICAESS 2025)

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The Influence of Online Review and Perceived Risk on Online Purchase Intention for Beauty Products Within Social Commerce Applications

(a Study of Millennial Women in Batam City)

Authors
Vera Kristina Sitorus1, *, Hajan Hidayat1
1Batam Polytechnics, Applied Business Administration Study Program, Parkway Street, Batam Centre, Batam, 29461, Indonesia
*Corresponding author. Email: veraksm066@gmail.com
Corresponding Author
Vera Kristina Sitorus
Available Online 13 February 2026.
DOI
10.2991/978-94-6463-990-2_17How to use a DOI?
Keywords
Review Timeliness; Review Quantity; Review Valence; Perceived Risk; Online Purchase Intention
Abstract

The growth of social commerce has influenced online purchasing behavior, particularly among millennial women who actively use social media, with beauty products being strongly affected. This study aims to analyze the influence of review timeliness, review quantity, review valence, and perceived risk on the online purchase intention of beauty products through social commerce applications in Batam City. Using a quantitative approach (snowball sampling technique), data were collected from 100 millennial female respondents and analyzed using the PLS-SEM method through SmartPLS 4.0. The findings reveal that review timeliness and perceived risk have a positive and significant impact on purchase intention, while review quantity and review valence show no significant influence. These results highlight the importance of timely review and effective risk management in shaping consumer purchase intentions and offer insights for developing more targeted digital marketing strategies within the social commerce landscape, especially for beauty products and millennial consumers.

Copyright
© 2026 The Author(s)
Open Access
Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

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Volume Title
Proceedings of the 7th International Conference on Applied Economics and Social Science (ICAESS 2025)
Series
Advances in Economics, Business and Management Research
Publication Date
13 February 2026
ISBN
978-94-6463-990-2
ISSN
2352-5428
DOI
10.2991/978-94-6463-990-2_17How to use a DOI?
Copyright
© 2026 The Author(s)
Open Access
Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

Cite this article

risenwbib
TY  - CONF
AU  - Vera Kristina Sitorus
AU  - Hajan Hidayat
PY  - 2026
DA  - 2026/02/13
TI  - The Influence of Online Review and Perceived Risk on Online Purchase Intention for Beauty Products Within Social Commerce Applications
BT  - Proceedings of the 7th International Conference on Applied Economics and Social Science (ICAESS 2025)
PB  - Atlantis Press
SP  - 240
EP  - 258
SN  - 2352-5428
UR  - https://doi.org/10.2991/978-94-6463-990-2_17
DO  - 10.2991/978-94-6463-990-2_17
ID  - Sitorus2026
ER  -