Sugianto, Finti Sarah and Prof. Dr. Ir. Kliwon Hidayat,, MS. and Fitrotul Laili,, SP., MP. (2021) Pengaruh Online Customer Review Terhadap Keputusan Pembelian Produk Sayurbox Melalui Shopee Pada Masa Pandemi Covid-19 Di Dki Jakarta. Sarjana thesis, Universitas Brawijaya.
Abstract
Sayurbox adalah perusahaan yang didirikan oleh PT. Kreasi Nostra Mandiri. Perusahaan yang berdiri dibulan Juni 2016 ini merupakan retail online penyedia produk pertanian segar yang didatangkan langsung dari petani dan produsen lokal. Produk-produk yang ditawarkan seperti buah dan sayur-sayuran segar, serta kebutuhan pokok pangan lainnya yang berlabel organik maupun non organik. Seiring dengan peningkatan jumlah permintaan produk Sayurbox di ibukota dimasa pandemi COVID-19, telah merubah sistem pemesanan dengan selalu menyediakan produk segar setiap harinya. Selain itu, platform untuk melakukan pembelian produk Sayurbox saat ini dapat diakses melalui aplikasi, situs web, maupun marketplace seperti Shopee. Sayurbox menjadi salah satu toko resmi di Shopee dan telah memiliki performa penjualan yang baik. Tingginya angka penjualan disertai dengan ulasan berdasarkan penilaian konsumen yang banyak ditemui dalam membantu memberi informasi tambahan mengenai toko Sayurbox maupun produknya. Penelitian ini dilakukan pada bulan April-Mei 2021 pada konsumen Sayurbox di wilayah DKI Jakarta. Penentuan sampel respoden dengan menggunakan metode purposive sampling dan jumlah sampel dihitung dengan rumus Rules of Thumb sebanyak 80 responden. Metode pengumpulan data menggunakan angket dengan menyebarkan kuisioner online melalui Google Form. Data hasil penelitian diolah dengan analisis statistik deskriptif dan analisis statistik inferensial. Analisis statistik deskriptif digunakan dalam mendeskripsikan karakteristik responden. Sementara analisis statistik inferensial dengan metode Structural Equation Modelling-Partial Least Square (SEM-PLS) yang bertujuan untuk menganalisis pola hubungan antar variabel dalam penelitian. Tujuan penelitian ini untuk menganalisis pengaruh online costumer review terhadap persepsi konsumen serta pengaruh persepsi konsumen terhadap keputusan pembelian konsumen produk Sayurbox di Shopee. Hasil penelitian menunjukkan bahwa online customer review memiliki pengaruh yang signifikan dan positif terhadap persepsi konsumen dan keputusan pembelian. Variabel online customer review diukur dengan enam dimensi, yakni kualitas argumen, manfaat ulasan, kredibilitas sumber, rekomendasi pengulas, valensi ulasan dan keberpihakan ulasan. Variabel manfaat ulasan memiliki pengaruh paling besar terhadap persepsi konsumen, dimana hal ini membuktikan bahwa ulasan yang dibaca pada kolom review produk Sayurbox di Shopee memberikan manfaat dengan banyaknya informasi yang dapat diperoleh. Hasil penelitian pada variabel lainnya menunjukkan bahwa persepsi konsumen berpengaruh secara signifikan dan positif terhadap keputusan pembelian. Indikator kemantapan pada produk menjelaskan keputusan pembelian dengan pengaruh paling besar, dimana hal ini membuktikan bahwa konsumen yakin untuk melakukan vii pembelian produk Sayurbox berdasarkan pencarian informasi dimasa pandemi COVID-19. Sejalan dengan teori SOR yang digunakan pada penelitian ini, S (Stimulus) digambarkan dengan online customer review yang diterima oleh pembaca, O (Organisme) sebagai pembaca yang menerima informasi membentuk persepsi terhadap kualitas dan nilai pada produk, dan R (Respon) sebagai bentuk tindakan lanjut atau efek yang dapat timbul pada benak pembaca berupa keputusan pembelian produk Sayurbox di Shopee.
English Abstract
Sayurbox is a company founded by PT. Kreasi Nostra Mandiri. The company, which was established on June 2016 is a online retail provider of fresh agricultural products imported directly from local farmers and producers. Products that are offered by Sayurbox such as fresh fruit and vegetable, as well as other basic food needs that labelled organic and non-organic. Along with the increasing demand of Sayurbox products in the city during the COVID-19 pandemic, the ordering system has changed by always providing fresh products every day. In addition, the platforms to purchase Sayurbox products are currently accessible through application, website, and marketplaces such as Shopee. Sayurbox is one of the official store in Shopee and has a well performed in sales. The high sales figures are accompanied by reviews based on consumer experiences that are widely encountered on helping to provide additional information about Sayurbox store and the product it self. This research was conducted in April-May 2021 on Sayurbox consumers in DKI Jakarta area. Determination of respondents’ samples using purposive sampling method and the number of samples is calculated by the Rules of Thumb formula as many as 80 respondents. Data collection method using questionnaires by disseminating questionnaires online through Google Form. The data of the research results are processed with descriptive statistical analysis and inferential statistical analysis. Descriptive statistical analysis is conducted to describe the characteristics of respondents. Whilst inferential statistical analysis used a Structural Equation Modelling-Partial Least Square (SEM-PLS) method that aims to analyze the pattern of relationships between variables in this study. The purpose of this study is to analyze the influence of online costumer review on consumer perception as well as the influence of consumer perception on consumer purchase decisions of Sayurbox products in Shopee. The results showed that online customer reviews have a significant and positive influence toward consumer perception and purchase decisions. Online customer review variable are measured using the six dimention, which are argument quality, review helpfulness, source credibility, reviewer recommendations, review valence and review sidedness. Review helpfulness have the highest influence on consumer perception, which proves that review of Sayurbox products on review column at Shopee provide benefits with a lot of information that can be obtained. The results on other variables of this research showed that consumer perceptions have a significant and positive effect toward purchase decisions. The stability on the product indicator explains the purchase decision with the most influence value, which proves that consumers are confident to make purchases of Sayurbox products based on information search during the COVID-19 pandemic. In line with the SOR theory used in this study, S (Stimulus) is described with online customer reviews received by readers, O (Organisms) as readers who received ix information that build their perceptions of product quality and product value, and R (Response) as a form of further action or effect that can arise on the readers’ mind in the form of decisions on purchasing Sayurbox products in Shopee.
Other obstract
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| Item Type: | Thesis (Sarjana) |
|---|---|
| Identification Number: | 0521040097 |
| Subjects: | 300 Social sciences > 338 Production > 338.1 Agriculture |
| Divisions: | Fakultas Pertanian > Sosial Ekonomi Pertanian |
| Depositing User: | Nur Cholis |
| Date Deposited: | 31 Jan 2022 01:53 |
| Last Modified: | 25 Feb 2022 01:37 |
| URI: | http://repository.ub.ac.id/id/eprint/189124 |
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