Pengaruh ulasan pelanggan online, word of mouth, dan kesadaran harga terhadap minat beli
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Abstract
The rapid growth of e-commerce in the digital era has transformed the lifestyle of Indonesian society, with TikTok Shop emerging as a prominent platform that integrates short-form video features and online shopping to captivate consumers. Despite experiencing significant growth, TikTok Shop still lags behind dominant platforms such as Shopee and Tokopedia. The challenge for TikTok Shop lies in its efforts to enhance consumer purchasing intentions amidst intense competition and unpredictable consumer behavior variability. This study aims to investigate the impact of online customer reviews, word of mouth (WOM), and price awareness on purchasing intentions on TikTok Shop. Prior research has yielded inconsistent findings, with online customer reviews and WOM occasionally exhibiting significant influence, albeit not consistently across all platforms, while price awareness has demonstrated varying effects contingent upon the context. This study employs a quantitative methodology, utilizing a survey design to collect data from 205 respondents selected through non-probability sampling using the convenience sampling technique. Data analysis is conducted using multiple regression analysis to examine the influence of online customer reviews, WOM, and price awareness on purchasing intentions on TikTok Shop. This research is expected to provide practical contributions to businesses operating on TikTok Shop, enabling them to design effective marketing strategies to enhance consumer purchasing intentions by analyzing the interplay of these variables within the context of TikTok Shop.
Perkembangan e-commerce di era digital telah mengubah gaya hidup masyarakat Indonesia, dengan TikTok Shop sebagai salah satu platform yang memadukan fitur video pendek dan belanja online untuk menarik konsumen. Meskipun mengalami pertumbuhan yang signifikan, TikTok Shop masih tertinggal dari platform seperti Shopee dan Tokopedia, yang mendominasi pasar. Tantangan TikTok Shop terletak pada upaya meningkatkan intensi beli konsumen di tengah persaingan ketat dan variasi perilaku konsumen yang sulit diprediksi. Penelitian ini bertujuan untuk mengkaji pengaruh ulasan pelanggan online, word of mouth (WOM), dan kesadaran harga terhadap intensi beli di TikTok Shop. Hasil penelitian sebelumnya menunjukkan peran ketiga faktor ini bervariasi, di mana ulasan pelanggan dan WOM terkadang memiliki pengaruh signifikan namun tidak konsisten di semua platform, sementara kesadaran harga menunjukkan dampak yang berbeda tergantung konteksnya. Penelitian ini menggunakan metode kuantitatif dengan desain survei untuk mengumpulkan data dari 205 responden yang dipilih menggunakan teknik non-probability sampling dengan metode convenience sampling. Analisis data dilakukan menggunakan teknik regresi berganda untuk menguji pengaruh ulasan pelanggan online, WOM, dan kesadaran harga terhadap intensi beli di TikTok Shop. Penelitian ini diharapkan dapat memberikan kontribusi praktis bagi pelaku bisnis di TikTok Shop dalam merancang strategi pemasaran yang efektif untuk meningkatkan minat beli konsumen, dengan menganalisis interaksi ketiga variabel tersebut dalam konteks TikTok Shop.
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