Analisis Pentingnya Online Customer Review Dalam Mempengaruhi Keputusan Pembelian Produk Gadget
Abstract
Research aim: This study aims to determine the role of online customer reviews in purchase decisions for gadget products on the Shopee marketplace.
Design/Methode/Approach: This research used quantitative associative methods and online questionnaires were used to collect research data.
Research Finding: The regression analysis using SPSS showed a significant influence between online customer reviews and respondent’s gadget purchase decisions on the Shopee marketplace.
Theoretical contribution/Originality: Respondents are more likely react positively to information that is considered trustworthy and honest.
Practitioner/Policy implication: This finding is important for sellers and Shopee to improve online customer reviews' quality in increasing gadget product purchases.
Research limitation: Due to the utilization of a convenience sampling method and a limited number of participants, the findings from this study cannot be applied to the entire population.
Downloads
References
Yip B, Perasso V. Asal Covid-19: Apakah Kita Perlu Tahu dari mana asal virus Corona Ini?. BBC News Indonesia [Online]. 2021 [cited April 27, 2021]. Available from: https://www.bbc.com/indonesia/dunia-57590872.
Nasution DAD, Erlina E, Muda I. Dampak pandemi Covid-19 terhadap perekonomian Indonesia. Benefita 2020;5(2):212-224. doi:http://doi.org/10.22216/jbe.v5i2.5313.
Global Consumer Insights Survey 2020. PwC [Press Release]. 2020. Available from: https://www.pwc.com/gx/en/consumer-markets/consumer-insights-survey/2020/pwc-consumer-insights-survey-2020.pdf
Behera RR. Indonesian eCommerce-Metamorphosis in a Post COVID-19 World Part 1. Redseer Strategy Consultants [Online]. 2021 [cited April 27, 2021]. Available from: https://redseer.com/newsletters/is-indonesias-foodtech-space-ready-to-deliver-post-covid-19/.
Arbaini P. Pengaruh consumer online rating dan review terhadap keputusan pembelian pada pengguna marketplace tokopedia. Jurnal Bisnis Dan Manajemen 2020;7(1). doi:https://doi.org/10.26905/jbm.v7i1.3897.
Laudon K, Laudon J. Management information systems. 6th ed. Upper Saddle River, New Jersey: Prentice Hall; 2000.
Hootsuite, Wearesocial. Indonesian Digital Report 2020. DataReportal [Online]. 2020 [cited April 27, 2021]. Available from: https://datareportal.com/reports/digital-2020-indonesia.
Sastika W. Analisis Kualitas Layanan dengan Menggunakan E-service Quality untuk Mengetahui Kepuasan Pelanggan Belanja Online Shoppe (Studi Kasus: Pelanggan Shopee di Kota Bandung 2017). IKRA-ITH HUMANIORA: Jurnal Sosial dan Humaniora 2018;2(2):69–74.
Manumpil B, Ismanto AY, Onibala F. Hubungan Penggunaan Gadget Dengan Tingkat Prestasi Siswa Di SMA Negeri 9 Manado. Jurnal Keperawatan UNSRAT 2015;3(2). doi:10.35790/jkp.v3i2.7646
Dzulqarnain I. Pengaruh Fitur Online Customer Review Terhadap Keputusan Pembelian Produk Pada Marketplace Shopee. [Skripsi]. Universitas Jember; 2019.
Wardaya A, Sriwardiningsih E, Sadeli F, Hadiyanto HS, Djaja I, Lizardo J, Soebandrija KEN, Mihardjo LWW, Ichsan M, Saputra N, Kosasih W, Kurniawan Y. Strategic Management of Digital Era: Revisited Concepts and Findings. 1st ed. Jakarta, Indonesia: Artha Karya Pustaka; 2020.
Metzger MJ, Flanagin AJ. Digital Media, Youth, and Credibility. Massachusetts, Amerika Serikat: Cambridge: The MIT Press; 2007.
Kotler P, Armstrong G. Prinsip-Prinsip Pemasaran. 13th ed. Jakarta, Indonesia: Erlangga; 2012.
Gay LR, Diehl PL. Research methods for business and management. New York, Amerika Serikat: Macmillan Publishing Compan; 1992.
Daulay N. Pengaruh Online Customer Review dan Online Customer Rating Terhadap Keputusan Pembelian Melalui Marketplace Shopee (Studi pada Masyarakat Kecamatan Medan Labuhan). [Skripsi]. Universitas Sumatera Utara; 2020.
Ghozali I. Aplikasi analisis multivariate dengan program IBM SPSS 25. 9th ed. Semarang, Indonesia: Universitas Diponegoro; 2018.
Yaylc A, Bayram M. E-WOM: The effects of online consumer reviews on purchasing decisions. International Journal of Internet Marketing and Advertising 2012;7(1):51-64. doi:10.1504/ijima.2012.044958.
Ardianti AN, Widiartanto W. Pengaruh Online Customer Review dan Online Customer Rating terhadap Keputusan Pembelian melalui Marketplace Shopee. (Studi pada Mahasiswa Aktif FISIP Undip). Jurnal Ilmu Administrasi Bisnis 2019;8(2):55–66. doi:10.14710/jiab.2019.23656.
Latief F, Ayustira N. Pengaruh Online Costumer Review Dan Customer Rating Terhadap Keputusan Pembelian Produk Kosmetik Di Sociolla. Jurnal Mirai Management 2019;4(1):122–36. doi:10.37531/mirai.v5i3.696.
Baek HS, Lee S, Oh, J Ahn. Normative Social Influence and Online Review Helpfulness: Polynomial Modeling and Response Surface Analysis. Journal of Electronic Commerce Research 2015;16(4):290–306.
Fan YW, Miao YF, Fang YH, Lin RY. Establishing the adoption of electronic word-of-mouth through consumers' perceived credibility. International Business Research 2013;6(3):58-65. doi:10.5539/ibr.v6n3p58.
Bataineh AQ. The impact of perceived e-WOM on purchase intention: The mediating role of corporate image. International Journal of marketing studies 2015;7(1);126-137. doi:10.5539/ijms.v7n1p126.
Schepers M. The Impact of Online Consumer Reviews Factors on the Dutch Consumer Buying Decision [Essay]. 2015 [cited April 27, 2021]. http://essay.utwente.nl/67352/.
Park DH. Consumer Adoption of Consumer-Created vs. Expert-Created Information: Moderating Role of Prior Product Attitude. Sustainability 2021;13(2024):1-12. doi:10.3390/su13042024
White TB. Consumer Trust and Advice Acceptance: The Moderating Roles of Benevolence, Expertise, and Negative Emotions. Journal of Consumer Psychology 2005;15(2): 141-148.
Nguyen B, Melewar TC, Chen J. The Brand Likeability Effect: Can Firms make Themselves more Likeable? Journal of General Management 2013;38(3):25–50. doi:10.1177/030630701303800303
Elwalda A, Lu K. The influence of online customer reviews on purchase intention: the role of non-numerical factors. Proceedings of the LCBR European Marketing Conference 2014:1-13.
Mo Z, Li YF, Fan P. Effect of online reviews on consumer purchase behavior. Journal of Service Science and Management 2015;8:419-424. doi:10.4236/jssm.2015.83043.
Liu Y. Word of Mouth for Movies: Its and Impact on Box Office Dynamics Revenue. Journal of Marketing 2006;70(3):74–89.https://doi.org/10.1509/jmkg.70.3.074
Chou SY. Online Reviews and Pre-Purchase Cognitive Dissonance: A Theoretical Framework and Research Propositions. Journal of Emerging Trends in Computing and Information Sciences 2012;3(2):199–204.
Kumar N, Benbasat I. Research note: the influence of recommendations and consumer reviews on evaluations of websites. Information Systems Research 2006;17(4):425-439. https://doi.org/10.1287/isre.1060.0107.
Bae S, Lee T. Gender differences in consumers’ perception of online consumer reviews. Electronic Commerce Research 2011;11(2):201-214. https://doi.org/10.1007/s10660-010-9072-y
Wahyudi T, Rinuastuti BH, Sarmo S. Pengaruh Online Customer Review dan Online Customer Rating terhadap Kepercayaan Konsumen Remaja Kota Mataram Pada Pembelian Produk Fashion Shopee Online Shop. Jurnal Riset Manajemen 2019;19(1):1-7. doi:10.29303/jrm.v19i1.33
Dhahak K, Huseynov F. The Impact of Online Consumer Reviews (OCR) on Online Consumers Purchase Intention. Journal of Business Research - Turk 2020;12(2):990-1005. https://doi.org/10.20491/isarder.2020.889
Mulyati Y, Gesitera G. Pengaruh Online Customer Review terhadap Purchase Intention dengan Trust sebagai Intervening pada Toko Online Bukalapak di Kota Padang. Jurnal Maksipreneur: Manajemen, Koperasi, Dan Entrepreneurship 2020;9(2):173-194. https://doi.org/10.30588/jmp.v9i2.538
Sher PJ, Lee SH. Consumer skepticism and online reviews: An Elaboration Likelihood Model perspective. Social Behavior and Personality: An international journal 2009; 37(1):137-144.
Chevalier JA, Mayzlin D. The Effect of Word of Mouth on Sales Online Book Reviews. Journal of Marketing Research 2006;43(3):345-354. doi:10.1509/jmkr.43.3.345
Awad NF, Ragowsky A. Establishing trust in electronic commerce through online word of mouth: An examination across genders. Journal of management information systems 2008;24(4):101-121.
Auliya ZF, Umam MRK, Prastiwi SK. Online Customer Reviews (OTRs) dan Rating: Kekuatan Baru pada Pemasaran Online di Indonesia. Jurnal EBBANK 2017; 8(1): 89-98.
Farki A, Baihaqi I, Wibawa BM. Pengaruh Online Customer Review dan Rating Terhadap Kepercayaan dan Minat Pembelian pada Online Marketplace di Indonesia. Jurnal Teknik ITS 2016;5(2):614-619.
Channel Advisor. Consumer survey: global consumer shopping habits. Channel Advisor [Online]. 2011 [cited April 27, 2021].
Copyright (c) 2023 Jessica Manna Febriani Nadeak, Diana Dyassa Putri, Angeliony Adventri Gunawan, Andrew Gunawan, Salma Fauziah, Friska Nuralita Ziva, Livia Khalishta Afifah, Rezki Ashriyana Sulistiobudi
This work is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.
