Farki, Ahmad (2016) Pengaruh Online Customer Review Dan Rating Terhadap Kepercayaan Dan Minat Pembelian Pada Online Marketplace Di Indonesia. Undergraduate thesis, Institut Teknology Sepuluh Nopember.
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Abstract
Perkembangan teknologi telah membuat pergeseran perilaku pelanggan di
seluruh dunia termasuk Indonesia, salah satunya ditandai dengan pertumbuhan ecommerce
di seluruh dunia yang sedang mengalami peningkatan yang signifikan.
Hal tersebut mengindikasikan bahwa masyarakat di seluruh dunia mulai berpindah
dari berbelanja secara offline menjadi berbelanja secara online. Tidak hanya online
shop tradisional, saat ini mulai banyak konsep online shop yang bermunculan salah
satunya adalah online marketplace. Salah satu fitur yang terdapat pada online shop,
Online Customer Review (OCR) baru-baru ini mendapat perhatian yang cukup
besar, baik dalam komunitas akademis maupun bisnis pada hubungannya dengan
minat pembelian pelanggan. OCR dianggap merupakan salah satu faktor yang
cukup penting dalam memengaruhi kepercayaan maupun keputusan pembelian
pelanggan.
Penelitian sebelumnya membuktikan bahwa OCR memiliki pengaruh
terhadap minat pembelian pelanggan di online shop. Penelitian ini bertujuan untuk
mengetahui dampak OCR pada online marketplace di Indonesia dengan
menambahkan satu variabel baru yaitu rating. Model pada penelitian ini dibuat
berdasarkan Theory of Planned Behaviour (TPB) dan Technology Acceptance
Model (TAM) yang berguna untuk menguji penerimaan maupun perilaku orang
akibat dari adanya teknologi baru. Penelitian ini menggunakan metode Structural
Equation Modelling (SEM) dengan 313 responden dikumpulkan dari pengguna
internet yang pernah berbelanja di online marketplace. Hasil yang didapat dari
penelitian ini adalah OCR baik review maupun rating terbukti memiliki hubungan
terhadap minat pembelian pelanggan dan menjadi salah satu fitur yang penting,
namun bukan faktor yang menyebabkan meningkatnya kepercayaan pelanggan.
Oleh karena itu perusahaan online marketplace harus menjadikan review dan rating
sebagai salah satu tools marketing utama yang dapat meningkatkan pendapatan
perusahaan.
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Technological developments have made changes in the behavior of
customers around the world, including Indonesia, one of which is characterized by
the growth of e-commerce throughout the world that is experiencing a significant
increase. This changed is indicates that people around the world begin to change
over that behavioral of shopping from offline to online. Because of that, many
concept of online shop like online marketplace sprung up. One of the features of
online shop, online customer reviews (OCRs) has recently gained considerable
attention, in both academic and business communities about their influences on
customers' purchase intention. Moreover OCR was considered to be one of the
factors that quite important to affecting trust and purchase intention in online shop.
Previous studies, however, have proven that OCR significantly affects
customer purchase intention. This study, thus, aims to understand the impact of the
OCR on customer trust and intention at online marketplace in Indonesia. This
model is based on Theory of Planned Behaviour (TPB) and Technology Acceptance
Model (TAM) in order to investigate the effects on people about facing the new
technologies. Structural Equation Modelling (SEM) is the method used in this
research. A number of 313 samples used in this research are internet online
marketplace buyers in Indonesia. The results obtained from this study is OCR,
either review and rating has a positive influence on customers' purchasing intention
at the online marketplace in Indonesia, but has no significant effect on customer
trust. Because of that, online marketplace must develop review and rating as the
main tools of marketing strategies in order to increases the profit of the company.
| Item Type: | Thesis (Undergraduate) |
|---|---|
| Additional Information: | RSI 658.872 Far p |
| Uncontrolled Keywords: | Review, Rating, Online marketplace, E-Commerce, TPB, TAM, Kepercayaan, Minat Pembelian, SEM. |
| Subjects: | H Social Sciences > HF Commerce > HF5548.32 Electronic commerce. |
| Divisions: | Faculty of Industrial Technology > Business Management > 61205-(S1) Undergraduate Thesis |
| Depositing User: | Mr. Tondo Indra Nyata |
| Date Deposited: | 13 Jan 2020 06:17 |
| Last Modified: | 13 Jan 2020 06:17 |
| URI: | http://repository.its.ac.id/id/eprint/72646 |
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