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Submitted
Feb 3, 2024
Accepted
Feb 3, 2024
Published
Feb 3, 2022
Kredibilitas Review Konsumen Pada Transaksi Di E-Commerce Sumber Informasi Dalam Keputusan Pembelian Online
Corresponding Author(s) : Cep Abdul Baasith Wahpiyudin
mega_juntak@apps.ipb.ac.id
Policy Brief Pertanian, Kelautan, dan Biosains Tropika,
Vol. 4 No. 1 (2022): Policy Brief Pertanian, Kelautan dan Biosains Tropika
Abstract
- Dalam berbelanja online saat ini, konsumen Indonesia lebih menjadikan ulasan sebagai sumber informasi utama dalam memutuskan pembelian. Meskipun konsumen menyatakan keputusan pembelian dipengaruhi oleh informasi dari ulasan, 3 dari 10 konsumen jarang memberikan ulasan. Kebiasaan tersebut membawa dampak buruk bagi kualitas ulasan saat ini, dibuktikan dengan adanya ulasan tanpa identitas yang jelas, bahasa sulit dipahami, serta tidak ada kesesuaian antara foto/video dengan produk yang dibeli. Kelas sentimen positif meskipun mendominasi, namun berdasarkan kategori source credibility, e wom quality, dan recommendation rating 4 dari 10 ulasan yang diteliti pada ketiga e commerce ti dak tergolong kredibel. Untuk itu, memerhatikan kredibilitas ulasan konsumen pada e commerce di Indonesia menjadi sangat penting untuk membantu dan melindungi konsumen Indonesia terhindar dari penipuan. Policy brief ini menguraikan tantangan sekaligus implikasi bagi lembaga pemerintah terkait perlindungan konsumen untuk terlibat membantu memerhatikan kredibilitas ulasan. Perlindungan konsumen khususnya pada transaksi online pada masa pandemi Covid 19 sangat diperlukan untuk mengurangi pengaduan konsumen.
Keywords
Konsumen
Belanja Online
Covid 19
E Commerce
Wahpiyudin C. A. B., Mahanani R. K., RahayuI. L., & Simanjuntak M. (2022). Kredibilitas Review Konsumen Pada Transaksi Di E-Commerce Sumber Informasi Dalam Keputusan Pembelian Online. Policy Brief Pertanian, Kelautan, Dan Biosains Tropika, 4(1), 199-202. https://doi.org/10.29244/agro-maritim.0401.199-202
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References
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https://doi.org/10.1177/0047287514559032
[BPKN] Badan Perlindungan Konsumen Nasional RI. 2021. Laporan pengaduan periode awal tahun 2021. https://bpkn.go.id/posts/show/id/1745.
Chakraborty U. 2019. The impact of source credible online reviews on purchase intention The mediating roles of brand equity dimensions'. Journal of Research in Interactive Marketing. 13(2):142-161. doi: 10.1108/JRIM-06-2018-0080. https://doi.org/10.1108/JRIM-06-2018-0080
IPrice. 2020. Daftar 50 website & aplikasi e-commerce di Indonesia 2019. Available at: https://iprice.co.id/insights/mapofecommerce/
Kwon BC, Kim S, Duket T, Catalan A, Yi JS. 2015. Do people really experience information overload while reading online reviews?. International Journal of Human Computer Interaction. 31(12):959-973. https://doi.org/10.1080/10447318.2015.1072785
Hu HF, Krishen AS. 2019. When is enough, enough? Investigating product reviews and information overload from a consumer empowerment perspective. Journal of Business Research. 100:27-37. doi: 10.1016/j.jbusres.2019.03.011.https://doi.org/10.1016/j.jbusres.2019.03.011
Huang M, Pape AD. 2020. The Impact of Online Consumer Reviews on Online Sales: The Case-Based Decision Theory Approach. Journal of Consumer Policy 2020. 43(3): 463-490. doi: 10.1007/S10603-020-09464-Y. https://doi.org/10.1007/s10603-020-09464-y
Hootsuit (We are Social). 2020. Indonesian Digital Report 2020. [2021 Agus 1]. https://wearesocial.com/digital-2020
Ismagilova E, Slade E, Rana NP, Dwivedi YK. 2020. The effect of characteristics of source credibility on consumer behaviour: A meta-analysis. Journal of Retailing and Consumer Services. 53:101736. https://doi.org/10.1016/j.jretconser.2019.01.005 https://doi.org/10.1016/j.jretconser.2019.01.005
Liu H, Wang Y, Peng Q, Wu F, Gan L, Pan L, Jiao P. 2020. Hybrid neural recommendation with joint deep representation learning of ratings and reviews. Neurocomputing. 374:77-85. https://doi.org/10.1016/j.neucom.2019.09.052
Liu Z, Lei S, Guo Y, Zhou Z. 2020. The interaction effect of online review language style and product type on consumers' purchase intentions. Palgrave Communications. 6(1):1-8. doi: 10.1057/s41599-020-0387-6. https://doi.org/10.1057/s41599-020-0387-6
Nariswari T. 2021. Pengaruh kualitas argumen dan isyarat periferal dalam membangun minat beli melalui kredibilitas ulasan (Studi Pada Kanal Youtube Gadgetin)'. jimfeb.9(2):1-21.
Singh JP, Irani S, Rana N, Dwivedi YK, Saumya S, Kumar RP. 2017. Predicting the "helpfulness" of online consumer reviews. Journal of Business Research. 70:346-355. doi: 10.1016/j.jbusres.2016.08.008. https://doi.org/10.1016/j.jbusres.2016.08.008
Undang-Undang Republik Indonesia Nomor 8 Tahun 1999 tentang Perlindungan Konsumen. 20 April 1999. Lembaran Negara Republik Indonesia Tahun 1999 Nomor 42. Jakarta.
Ventre I, Kolbe D. 2020. The impact of perceived usefulness of online reviews, trust and perceived risk on online purchase intention in emerging markets: A Mexican Perspective. Journal of International Consumer Marketing. 32(4): 287-299. doi: 10.1080/08961530.2020.1712293. https://doi.org/10.1080/08961530.2020.1712293
Wang S. 2021. The application of information processing theory in higher education. International Conference on Education. Knowladge. and Information Management. Xiamen China: IEEE. pp. 930-933. https://doi.org/10.1109/ICEKIM52309.2021.00209
Zhao Y, Wang L, Tang H, Zhang Y. 2020. Electronic word-of-mouth and consumer purchase intentions in social e-commerce. Electronic Commerce Research and Applications. 41:100980.https://doi.org/10.1016/j.elerap.2020.100980
Zhang L, Wu L, dan Mattila AS. 2016. Online reviews: The role of information load and peripheral factors. Journal of Travel Research. 55(3):299-310.
https://doi.org/10.1177/0047287514559032