ANALYSIS OF CONSUMER REVIEWS ON E-COMMERCE PLATFORMS FOR FURNITURE QUALITY PERCEPTION

The rapid growth of e-commerce in Indonesia, especially in the furniture industry, offers a significant opportunity for producers to expand their consumer base through digital platforms. Consumer reviews on e-commerce platforms play a crucial role in shaping perceptions of product quality, influencing purchase decisions. This study aims to explore the impact of consumer reviews on perceptions of furniture product quality in e-commerce and examine the effects of positive and negative reviews on consumer trust and purchase intentions. Using a qualitative approach and literature review method, the study identifies that consumer reviews significantly influence product quality perceptions. Positive reviews enhance consumer trust, strengthen product and store reputation, and encourage purchasing decisions. Conversely, negative reviews can reduce consumer confidence and interest in a product, although responsive handling of such feedback can mitigate adverse impacts and even foster improved trust and loyalty. This research underscores the importance of consumer reviews as a feedback mechanism for furniture producers to improve product quality, optimize customer service, and maintain competitive advantages. The findings highlight the need for producers to actively manage and respond to consumer reviews, leveraging both positive feedback and constructive criticism. By analyzing consumer reviews, producers can identify market preferences, enhance product features, and address service deficiencies. This study provides actionable insights for furniture producers seeking to thrive in the dynamic e-commerce landscape, emphasizing the strategic value of integrating consumer feedback into product development and brand reputation management efforts.