Analisis Pengaruh E-WOM, Online Review, dan Kualitas Informasi terhadap Minat Beli di Market Place Tokopedia

Julian Andrew, Rezi Erdiansyah
| Abstract views: 284 | views: 297

Abstract

As the people's shopping habits via online starts to emerge, the e-commerce industry in Indonesia has also developed. In 2018, it was noted that 11.9% of Indonesian people were shopping online. However, in the midst of the vastness of online platforms with millions of items found in online storefronts, consumers need more information as their reference to arousing buying interest. As one of the biggest e-commerce players in Indonesia, Tokopedia provides features that enable sellers and consumers to exchange information regarding the items. In Tokopedia, prospective buyers can see electronic word of mouth messages, online reviews, and other additional information about the items that are known to be very influential in generating buying interest. This study uses a quantitative approach with an explanatory type in which the research seeks to find the effect of electronic word of mouth, online review, and the quality of information on buying interest of Jakarta students in Tokopedia e-commerce. The data collection technique used was purposive sampling by distributing questionnaires to 100 samples via online. Based on this research’s results, it was found that electronic word of mouth, online review, and information quality affect buying interest of students in Jakarta by 46% while the other 54% were influenced by other factors not examined in this study.

Seiring dengan munculnya kebiasaan berbelanja masyarakat melalui online, industri e-commerce di Indonesia pun turut berkembang. Pada tahun 2018, tercatat bahwa sebanyak 11,9% orang di Indonesia melakukan kegiatan belanja secara online. Namun, di tengah luasnya platform online dengan jutaan barang yang terdapat di etalase online membuat konsumen membutuhkan informasi yang lebih sebagai bahan referensi dalam menimbulkan minat beli. Tokopedia merupakan pelaku e-commerce terbesar di Indonesia menyediakan fitur-fitur yang memungkinkan penjual dan konsumen untuk menulis dan bertukar informasi seputar barang tersebut. Di dalam Tokopedia, para calon pembeli dapat melihat pesan electronic word of mouth, online review, dan informasi-informasi tambahan lainnya seputar barang-barang yang dijual yang diketahui sangat berpengaruh dalam memunculkan minat beli. Penelitian ini menggunakan pendekatan kuantitatif dengan jenis eksplanatif dimana penelitian berusaha menemukan pengaruh e-WOM, kualitas informasi, dan online review terhadap minat beli mahasiswa Jakarta pada e-commerce Tokopedia. Teknik pengumpulan data yang digunakan adalah purposive sampling dengan menyebarkan kuesioner kepada 100 sampel secara online. Penelitian menemukan bahwa electronic word of mouth, online review, dan kualitas informasi berpengaruh terhadap minat beli pada mahasiswa di Jakarta sebanyak 46%, sedangkan 54% dipengaruhi oleh faktor-faktor lain yang tidak diteliti pada penelitian ini.

Keywords

e-wom, information quality, online review, purchase intentions, tokopedia

Full Text:

PDF

References

Ardianto, Elvinaro. 2014. Metodelogi Penelitian untuk Public Relations Kuantitatif dan Kualitatif. Bandung : Simbiosa Rekatama Media.

Bungin, Burhan. 2013. Metode Penelitian Kuantitatif. Jakarta: Prenadamedia.

Effendi Sofian.2012.Metode Penelitian Survei.Jakarta:LP3ES

Evans, Dave and jake Mckee. (2010). Sosial Media Marketing, Indianapolis, Wiley Publising, Inc.

Paramita, E.L., & Wijaya, Tomi. (2014). PENGARUH ELECTRONIC WORD OF MOUTH (eWOM) TERHADAP KEPUTUSAN PEMBELIAN KAMERA DSLR. Jurnal Ilmiah, 2, 13. Terarsip di: https://publikasiilmiah.ums.ac.id/bitstream/handle/11617/4729/3-Pengaruh%20Electronic%20Word%20of%20Mouth%20terhadap%20keputusan%20pembelian%20kamera%20DSLR-Tommi%20Wijaya%20dan%20Eristia%20Lidia%20Paramita%20(12-19).pdf?sequence=1

Suwarduki, & dkk. (2016). PENGARUH ELECTRONIC WORD OF MOUTH TERHADAP CITRA DESTINASI SERTA DAMPAKNYA PADA MINAT DAN KEPUTUSAN BERKUNJUNG (Survei pada Followers Aktif Akun Instagram Indtravel yang Telah Mengunjungi Destinasi Wisata di Indonesia). Jurnal Administrasi Bisnis, 2, 3-4. Terarsip di: https://media.neliti.com/media/publications/87189-ID-pengaruh-electronic-word-of-mouth-terhad.pdf

Wibawa, B.M., & dkk. (2016). Pengaruh Online Customer Review dan Rating Terhadap Kepercayaan dan Minat Pembelian pada Online Marketplace di Indonesia. Jurnal Teknik ITS, 2, A165. Terarsip di: http://ejurnal.its.ac.id/index.php/teknik/article/viewFile/19671/2853

Copyright (c) 2021 Prologia
Creative Commons License
This work is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.

Refbacks

  • There are currently no refbacks.