Keputusan Pembelian Konsumen: Perspektif Online Consumer Review

Idris Yunus, Ariawan Ariawan

Abstract


Information becomes a very important factor and influences consumers in making decisions. Before consumers buy products on online shopping sites, consumers are accustomed to looking for information in various ways, one of which is looking at information from online consumer review reviewers. The purpose of the study was determine purchasing decisions based on reviews from consumers who had purchased the product. This type of research uses descriftive and verification research with a population of 34,242 followers @Mirashop_gtlo. The slovin was used to determine a sample of 99 followers. Primary and secondary data collected through documentation and questionnaires were tested for validity and reliability. Multiple regression analysis as a statistical test tool. The results showed that all components of online consumer reviews influence consumer purchasing decisions. Source credibility is the main factor influencing consumer purchasing decisions.


Full Text:

PDF

References


Almana, A. M., & Mirza, A. A. (2013). The Impact of Electronic Word of Mouth on Consumers’ Purchasing Decisions. International Journal of Computer Applications, 82(9), 23–31.

Ariawan, Made Sudarma, Djumahir, & Ghozali Maski. (2018). Is SMEs Able To Construct Business Strategy To Improve Its Performance Using Its Own Ability? (Study On SMEs Karawo Handicraft In City Of Gorontalo, Indonesia). In ejournal AIBPM, Proceedings of the 2nd International Conference of Project Management (ICPM) Gorontalo 2018. https://doi.org/https://doi.org/10.32535/jicp.v1i2.236

Astiarini, D. (2018). Helpfulness of Online Review: a Role of Review Valence (Case Study of Amazon.Com). Jurnal Riset Ekonomi Manajemen (REKOMEN), 1(1), 27–36. https://doi.org/10.31002/rn.v1i1.558

Auliya, Z. F., Rifqi, M., Umam, K., & Prastiwi, S. K. (2017). Online Customer Review (OTRs) dan Rating Kekuatan baru pada Pemasaran Online di Indonesia. 89–98.

Bataineh, A. Q. (2015). The Impact of Perceived e-WOM on Purchase Intention: The Mediating Role of Corporate Image. International Journal of Marketing Studies, 7(1), 126–137. https://doi.org/10.5539/ijms.v7n1p126

Bechara, A. (2004). The role of emotion in decision-making: evidence from neurological patients with orbitofrontal damage. Brain and Cognition, 55(1), 30–40. https://doi.org/10.1016/j.bandc.2003.04.001

Chatterjee, P. (2001). Online Reviews : Do Consumers Use Them ? In M. C. Gilly, J. Myers-Levy, & U. Provo (Eds.), ACR 2001 Proceedings (pp. 129–134). Association for Consumer Research.

Chou, S. Y. (2012). Online Reviews and Pre-Purchase Cognitive Dissonance : A Theoretical Framework and Research Propositions. Journal of Emerging Trends in Computing and Information Sciences, 3(2), 199–204.

Darwis, A., & Mahmud, H. (2017). Sistem Informasi Manajemen Pada Lembaga Pendidikan Islam. Kelola: Journal of Islamic Education Management, 2(1), 64–77. https://doi.org/10.24256/kelola.v2i1.444

Dave Evans, J. M., & Bratton, S. (2010). Social Media Marketing : The Next Generation of Business. In John Wiley & Sons. John Wiley & Sons.

Dimauro, V. (2015). Social Media and Societal Good. The Society for New Communications Resear, January 2014.

Engen, H. G., & Anderson, M. C. (2018). Memory Control: A Fundamental Mechanism of Emotion Regulation. Trends in Cognitive Sciences, 22(11), 982–995. https://doi.org/10.1016/j.tics.2018.07.015

Farki, A., Baihaqi, I., & Wibawa, M. (2016). Pengaruh online customer review rating terhadap kepercayaan place di indonesia. 5(2).

Filieri, R. (2016). What makes an online consumer review trustworthy ?. Annals of Date deposited. Annals of TOurisim Research, 58(February), 46–64.

Hariono, L. (2019). Apakah E-Wom (Electronic Word of Mouth) Bisa Mengalahkan Wom (Word of Mouth) Dalam Mempengaruhi Penjualan Produk Kuliner. Competence : Journal of Management Studies, 12(1). https://doi.org/10.21107/kompetensi.v12i1.4946

Harn, A. C. P., Khatibi, A., & Ismail, H. bin. (2006). E-Commerce: A Study on Online Shopping in Malaysia. Journal of Social Sciences, 13(3), 231–242. https://doi.org/10.1080/01691864.2015.1113888

Holleschovsky, N. I. (2015). The social influence factor: Impact of online product review characteristics on consumer purchasing decisions. 5th IBA Bachelor Thesis Conference. http://essay.utwente.nl/67351/

Ichsan, M., Jumhur, H. M., & Dharmoputra, S. (2018). Effect of Consumer Online Rating and Review to Buying Interst on tokopedia Marketplace Region DKI Jakarta. E-Proceeding of Management, 5(2355–9357), 1828–1835.

Internetworldstats.com. (2021). Internet World Stats (Usage and Population Statistics. Miniwatts Marketing Group. https://www.internetworldstats.com/stats3.htm

Katawetawaraks, C., & Wang, C. L. (2011). Online Shopper Behavior: Influences of Online Shopping Decision. Asian Journal of Business Research, 1(2), 66–74. https://doi.org/10.14707/ajbr.110012

Kotler, & Keller, K. L. (2012). Marketing management. Pearson Prentice Hall.

Kotler, P., & Armstrong, G. (2012). Prinsip-Prinsip Pemasaran (13th ed.). Erlangga.

Laura, N., & Siringo Ringo, S. N. (2017). Pengaruh Kualitas Produk Dan Keunggulan Bersaing Terhadap Keputusan Pembelian Dengan Citra Merek Sebagai Variabel Intervening. Journal of Management and Business Review, 14(2), 258–284. https://doi.org/10.34149/jmbr.v14i2.100

Lister, M., Dovey, J., Giddings, S., Kelly, K., & Grant, I. (2006). Women & media: a critical introduction. In Choice Reviews Online (Vol. 44, Issue 04). https://doi.org/10.5860/choice.44-1949

Lubis, A. P. (2020). pengaruh kualitas produk dan kepercayaan terhadap kepuasan konsumen dengan keputusan pembelian sebagai variabel intervening (studi kasus pada online shop Alanza Hijab di Kota Medan). In Tesis, Program Pasca Sarjana, Universitas Muhammadiyah Sumatera Utara Medan.

Mahatma, R. (2016). Data Konsumen dan Potensi Perkembangan Ecommerce Indonesia 2016. Buat Toko Online Belajar Cara Membuat Toko Online, Ecommerce & Jualan Online Di Indonesia. https://buattokoonline.id/data-konsumen-dan-potensi-perkembangan-ecommerce-indonesia-2016/

Mo, Z., Li, Y.-F., & Fan, P. (2015). Effect of Online Reviews on Consumer Purchase Behavior. Journal of Service Science and Management, 08(03), 419–424. https://doi.org/10.4236/jssm.2015.83043

Olii, N., Solikahan, E. Z., & Ariawan. (2021). Pertumbuhan Perusahaan dan Struktur Modal terhadap Nilai Perusahaan pada Sub Sektor Makanan dan Minuman di Bursa Efek Indonesia. Journal of Technopreneurship on Economics and Business Review, 3(1), 21–34. https://doi.org/https://doi.org/10.37195/jtebr.v3i1.76

Park, D. H., & Kim, S. (2008). The effects of consumer knowledge on message processing of electronic word-of-mouth via online consumer reviews. Electronic Commerce Research and Applications, 7(4), 399–410. https://doi.org/10.1016/j.elerap.2007.12.001

Pitman, J. (2022). Local Consumer Review Survey 2022. Https://Www.Brightlocal.Com/. https://www.brightlocal.com/research/local-consumer-review-survey/

R.Shanthi, & Kannaiah, D. (2015). Consumers’ Perception on Online Shopping. Journal of Marketing and Consumer Research, 13, 14–20. www.iiste.org

Sangaji, E. M., & Sopiah. (2013). Perilaku Konsumen : Pendekatan Praktis Disertai Himpunan Jurnal Penelitian (1st ed.). ANDI.

Schepers, M. (2015). The impact of online consumer reviews factors on the Dutch consumer buying decision. http://essay.utwente.nl/67352/

Setiadi, N. J. (2013). Perilaku Konsumen (Revisi). Kencana Perdana Media Grup.

Statista Research Department. (2022). Distribution of Instagram users worldwide as of October 2021, by age group. Statista.Com.

Sutanto, M. A., & Aprianingsih, A. (2016). the Effect of Online Consumer Review Toward Purchase Intention: a Study in Premiumcosmetic in Indonesia. International Conference on Ethics of Business, Economics, and Social Science, 53(2), 1689–1699.

Turban, E., Lee, K. J., Liang, T.-P., & Turban, D. C. (2015). Electronic commerce A Managerial and Social Networks Perspective. In Springer International Publishing (Eighth, Vol. 8). https://doi.org/10.1177/0256090920040313

Wang, F., Liu, X., & Fang, E. (2015). User Reviews Variance, Critic Reviews Variance, and Product Sales: An Exploration of Customer Breadth and Depth Effects. Journal of Retailing, 91(3), 372–389. https://doi.org/10.1016/J.JRETAI.2015.04.007

Wardoyo, W., & Andini, I. (2017). Faktor-Faktor Yang Berpengaruh Terhadap Keputusan Pembelian Secara Online Pada Mahasiswa Universitas Gunadarma. Jurnal Manajemen Dayasaing, 19(1), 12. https://doi.org/10.23917/dayasaing.v19i1.5101

Xue Hui, T. (2017). The Effect of Source Credibility on Consumers’ Purchase Intention in Malaysia Online Community. Journal of Arts & Social Sciences, 1(1), 12–20.

Yandi, F. (2018). Pengaruh Online Review Dalam Trip advisor Terhadap Keputusan Menginap Pengunjung Pada Swiss-Bel Hotel Borneo di Samarinda. EJournal Administrasi Bisnis, 6(2), 498–511. http://ejournal.adbisnis.fisip-unmul.ac.id/site/?p=1802




DOI: http://dx.doi.org/10.30742/pragmatis.v3i1.2476

Refbacks

  • There are currently no refbacks.


Indexed By:

 

 

PRAGMATIS by https://journal.uwks.ac.id/index.php/pragmatis/ is licensed under Creative Commons Attribution-ShareAlike 4.0 International 

 

 

 

 

PRAGMATIS
Department of Management, Faculty of Economics and Business Wijaya Kusuma Surabaya University
Dukuh Kupang XXV No. 54 Surabaya, Indonesia 60225
Phone: +62315613231
email: pragmatis@uwks.ac.id 

e-ISSN 2828-8238