Peran Online Consumer Review dan Trust Dalam Keputusan Pembelian Online
Keywords:
Keputusan Pembelian, Review Konsumen Online, Kepercayaan
Abstract
Perilaku konsumen mengalami perubahan dari belanja offline menjadi online. Bisnis e-commerce semakin berkembang seiring dengan perkembangan teknologi dan informasi yang semakin pesat. Keputusan pembelian konsumen melalui transaksi berbasis online antara lain perlu mempertimbangkan review konsumen online (OCR) dan kepercayaan. Penelitian ini bertujuan untuk mengetahui pengaruh OCR dan kepercayaan terhadap keputusan pembelian di Tokopedia. Sampel yang digunakan 100 responden dengan teknik random sampling. Data diolah menggunakan analisis regresi linier berganda. Hasil penelitian menunjukkan OCR dan kepercayaan secara parsial maupun simultan berpengaruh signifikan terhadap keputusan pembelian. OCR dan kepercayaan mampu menjelaskan 86,4% persepsi konsumen dalam memutuskan pembelian, sisanya 13,6% merupakan pengaruh faktor lain yang tidak dijelaskan dalam penelitian ini.
References
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[17] Zakky Fahma Auliyaa et.al, " Jurnal Ebbank," “Online Costumer Reviews (OTRs) dan Rating:Kekuatan Baru pada Pemasaran Online di Indonesia, pp. 89-98, 2017.
[18] R. H. Latifah Zulfa, "Analisis Pengaruh Persepsi Risiko, Kualitas Situs Web,Dan Kepercayaan Konsumen Terhadap Keputusan Pembelian Konsumen E-Commerce Shopee Di Kota Semarang," Diponegoro Journal Of Management, Vol. 7, No. 3, Pp. 1-11, 2018.
[2] H. Susilowati and T. Hargyatni, "Purchase Intention: Can Brand Awareness Mediates Online Consummer Reviews?," Jurnal Ilmiah Ekonomi Dan Bisnis, vol. 14, no. 1, pp. 1 - 7, 2021.
[3] F. Zhu and X. (. Zhang, "Impact of Online Consumer Reviewson Sales:The Moderating Role ofProduct and Consumer Characteristics," Journal of Marketing, vol. 74, p. 133–148, 2010 .
[4] Z. Mo, Y. F. Le and P. Fan, "Purchase Behavior. Journal of Service Science and Management, Effect of Online Reviews on Consumer," Journal of Service Science and Management, vol. 8, no. 3, p. 419–424, 2015.
[5] S. Mudambi and D. Schuff, "Edited by Carol Saunders What Makes a Helpful Online Review? A Study of Customer Reviews on Amazon.com," Jurnal Mirai Manajemen, vol. 34, no. 1, pp. 185-200, 2019.
[6] X. Pan, L. Hou, K. Liu and N. Huayong, " “Do reviews from friends and the crowd affect online consummer posting behavior defferentialy," Electronic Commerce Research and Applications, vol. 29, pp. 102-112, 2018.
[7] Putra, Rochman and Noermijati, "The Design on Consumer Intention By Means of Consumer Attitude To Purchase Online," Jurnal Aplikasi Manajemen, vol. 15, no. 3, p. 472–479, 2017.
[8] J. W. S. Che, C. M. K. Cheung and D. R. Thadani, "Consumer Purchase Decision in Instagram Stores:The Role of Consumer Trust," Hawaii, 2017.
[9] A. Mittal, "It ’ s impact on consumer behavior," Global Journal of E-commerce Management and Business Studies, vol. 3, no. 2, p. 131–138, 2013.
[10] T. Hennig-Thurau, K. Gwinner, G. Walsh and D. Gremler, "“Electronic word-of-mouth via consummer opinion platform. What motivates consumers to articulate themselved on the internet?," J Interact Mark, vol. 18, no. 1, pp. 38-52, 2004.
[11] C. Reddy and Guru Basava Aradhya.S, "Impact of Online Consumer Reviews on Consumer Purchase Decision in Bangalore”,," IJAPRR International Peer Reviewed Refereed Journal, vol. IV, no. 3, pp. 01-07, 2017.
[12] F. Mahliza, "Consumer Trust In Purchase Dicision," EPRA International Journal of Multidisciplinary Research (IJMR) , vol. 6, no. 2, pp. 142-149, 2020.
[13] I. B. Hong and H. Cho., "The Impact of Consumer Trust on Attitudinal Loyalty and Purchase Intentions in B2C E-Marketplaces: Intermediary Trust vs. Seller Trust”. International," International Journal of Information Management, vol. 31, no. 05 , p. The Journal for Information Professionals, 2011.
[14] M. Machfoedz, Pengantar Pemasaran Modern. Akademi Manajemen Pemasaran, Yogyakarta.: BPFE YPKPN, 2013.
[15] K. A. Prasetyo, "The Influence of Trust, Security and Service Quality toward Purchase Decision at Lazada," Journal of Research in Management , vol. 1, no. 2, pp. 18-22, 2018.
[16] I. Ghozali, “Aplikasi Analisis Multivariate”, V ed., Semarang: BPFE UNDIP, 2011.
[17] Zakky Fahma Auliyaa et.al, " Jurnal Ebbank," “Online Costumer Reviews (OTRs) dan Rating:Kekuatan Baru pada Pemasaran Online di Indonesia, pp. 89-98, 2017.
[18] R. H. Latifah Zulfa, "Analisis Pengaruh Persepsi Risiko, Kualitas Situs Web,Dan Kepercayaan Konsumen Terhadap Keputusan Pembelian Konsumen E-Commerce Shopee Di Kota Semarang," Diponegoro Journal Of Management, Vol. 7, No. 3, Pp. 1-11, 2018.
Published
2022-05-30
How to Cite
Susilowati, H., & Agustiya, A. (2022). Peran Online Consumer Review dan Trust Dalam Keputusan Pembelian Online. Dinamika: Jurnal Manajemen Sosial Ekonomi, 2(1), 75-82. https://doi.org/10.51903/dinamika.v2i1.143
Section
Articles
