Could We Adopt Online Reviews? Consumers Behaviour Analysis In E-Wom (Pesenkopi Case Study)

Rahmandari, Luthfiana and Bayu Adi Kusuma ,, SP., MBA and Ir. Edi Dwi Cahyono ,, M.Sc., Ph.D (2021) Could We Adopt Online Reviews? Consumers Behaviour Analysis In E-Wom (Pesenkopi Case Study). Sarjana thesis, Universitas Brawijaya.

Abstract

Meluasnya internet dan meningkatnya pengguna internet telah mempengaruhi gaya hidup individu. Salah satu gaya hidup yang berubah adalah individu cenderung membeli produk melalui online. Konsumen biasanya mencari informasi sebelum membeli produk. Mereka mencari informasi yang paling detail dan relevan. Ketika konsumen mencari dan berbagi informasi dengan konsumen lain, itu bisa disebut e-WOM. E-WOM bisa berupa komentar, gambar, atau video. Namun demikian, terkadang konsumen bingung dan skeptis terhadap kualitas informasi dalam e-WOM karena terkadang pengirimnya adalah orang asing. Namun, terkadang konsumen dapat mempercayai informasi orang asing dan melakukan niat beli —walaupun ada jarak sosial-psikologis. Jarak psikologis sosial adalah penghalang antara pengirim dan penerima seperti geografis, bahasa, dan budaya. Ini adalah topik yang menarik untuk dibahas, mengapa konsumen dapat mempercayai ulasan orang asing dan membeli produk? Penelitian ini menggunakan metode kuantitatif dan PLS-SEM sebagai alat analisis. SPSS digunakan sebagai perangkat lunak dengan rumus Hayes. Formula Hayes adalah formula yang dibuat oleh Andrew F. Hayes untuk peneliti pemula. Penelitian ini menggunakan 4 variabel yaitu kualitas informasi, jarak sosial-psikologis, kepercayaan, dan niat beli. Penelitian ini menggunakan Pesenkopi sebagai studi kasus artinya metode penelitian ini digunakan untuk mengumpulkan atau menganalisis data mengenai suatu kasus. Penelitian ini menemukan jika kualitas informasi yang baik dapat mengurangi jarak sosial-psikologis. Konsumen sebagian besar fokus pada informasi detail yang bisa menjadi bukti berani seperti foto atau video. Konsumen tidak terlalu peduli dengan pengirimnya. Selama informasi itu detail, pengirim dan penerima memiliki referensi yang sama, dan penerima membutuhkan informasi, konsumen cenderung percaya dan melakukan niat beli. Terkadang, konsumen juga terpaku pada kepercayaan bersyarat karena keterbatasan individu dalam menganalisis sumber informasi. Jadi, dengan beberapa keterbatasan berpikir, individu hanya menyerap dan mempercayai informasi berdasarkan asumsi dan lompatan logis mereka. Karena cukup sulit untuk mengetahui karakteristik pengirim yang sebenarnya di platform online.

English Abstract

The widespread of the internet and the increase of internet users has affected the individuals’ lifestyle. One of the lifestyles that have changed is individuals tend to buy the product via online. Consumers usually seek information before they buy the product. They are looking for the most detailed and relevant information. When consumers seek and share the information with other consumers, it can be called e-WOM. E-WOM can be commentary, picture, or video. Nevertheless, sometimes consumers being confused and skeptical about the information quality in e-WOM because sometimes the sender was strangers. However, sometimes consumers can trust of the strangers’ information and do purchase intention —even though there is social-psychological distance. Social psychological-distance is the barrier between sender and receiver such as geographical, language, and culture. It is exiting topic to be discuss, why consumers can trust to the strangers’ review and purchase the product? This research used quantitative method and PLS-SEM as analysis tools. SPSS was used as a software with the Hayes formula. Hayes formula is formula made by Andrew F. Hayes for beginner researcher. This research used 4 variables which are information quality, social-psychological distance, trust, and purchase intention. This research used Pesenkopi as a case study means that this research method was used to collect or analyze data regarding a case. This research found if good information quality can reduce the social-psychological distance. Consumers mostly focused on the detail information that can brave evidence such as photo or video. Consumers not really care about the sender. As long as the information was detail, sender and receiver have same references, and receiver need the information, the consumers tend to trust and do purchase intention. Sometimes, consumers also stare on the conditionally trust because individuals’ limitation on analyze information sources. So, with some of thinking limitation, individuals only absorb and trust to the information based on their assumptions and logical leap. It is because is quite difficult to know the real characteristic of sender in the online platform. Second, this research found that there is social phenomenon. Mostly college students buy Pesenkopi for stay up late to doing their task. They doing their task with their friends on the dormitory. College students also lazy to go out for buy Pesenkopi, the like to get the product effortless. So, colleges students prefer to buy Pesenkopi via online such as Go-Food and Grab-Food. Another reason, college students like to buy it product via online because there is a code promo that can only redeem if the consumers buy via Go-Food and Grab-Food. The suggestion of this research are: 1) The suggestion for academicians, they can make future research may use other case study, other product, and other ii respondents’ characteristics to get further investigation between them. 2) The suggestion for the seller is the seller should active to post the consumers’ review on their social media. The posting should give detail information and brave evidence such as video and picture about their product. Then, better if the seller can provide service of delivering it product to the consumers, such as a collaboration with Go-Jek and Grab. Seller ought to give affordable price and best deal strategy such as code promo. 3) The suggestion for the consumers is the consumers may seek product information through online review. However, consumers mostly focus on the information quality not on the sender. It is because to difficult to determining the sender was honest or not. Consumers only can feel same emotion with sender and adopt the information which related on them and as their needed.

Other obstract

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Item Type:	Thesis (Sarjana)
Identification Number:	0521040115
Subjects:	300 Social sciences > 338 Production > 338.1 Agriculture
Divisions:	Fakultas Pertanian > Sosial Ekonomi Pertanian
Depositing User:	Nur Cholis
Date Deposited:	03 Feb 2022 01:32
Last Modified:	14 Oct 2024 08:10
URI:	http://repository.ub.ac.id/id/eprint/189200

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