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

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.