Maria, Hanna and Prof. Dr. Ir. Budi Setiawan,, MS. and Andrean Eka Hardana,, SP., MP., M. BA. (2022) Pengaruh Electronic Word Of Mouth dan Persepsi Risiko Terhadap Minat Beli Buah Dan Sayur Melalui E-Commerce di Jabodetabek. Sarjana thesis, Universitas Brawijaya.
Abstract
Perkembangan teknologi yang semakin pesat menyebabkan peningkatan pengguna internet di dunia, termasuk di Indonesia. Internet dimanfaatkan salah satunya untuk melakukan kegiatan bisnis secara online (E-Commerce). Sejak tahun 2020, transaksi E-Commerce di Indonesia mengalami kenaikan yang tinggi akibat pengaruh pandemi COVID-19 yang mengubah pola konsumsi masyarakat dalam pemenuhan kebutuhan sehari-hari secara online dengan kontak fisik yang minim. Dalam berbelanja online melalui E-commerce terdapat kendala yang dapat diperoleh oleh konsumen meliputi pengaruh komentar negatif dari konsumen lain, informasi produk yang tidak lengkap, serta risiko-risiko yang dapat terjadi saat membeli buah dan sayur yang umumnya bersifat mudah rusak dan tidak tahan lama. Hal tersebut menjadikan transaksi E-Commerce menjadi suatu kegiatan yang berisiko. Tujuan penelitian ini adalah untuk menganalisis minat beli konsumen terhadap buah dan sayur melalui E-Commerce dengan melihat pengaruh Electronic Word of Mouth dan Persepsi Risiko. Metode penelitian yang digunakan yaitu kuantitatif, dilakukan pada bulan Oktober hingga November 2021. Lokasi penelitian ditetapkan terhadap responden yang berdomisili di Jabodetabek. Teknik penentuan sampel menggunakan teknik non-probability sampling dengan purposive sampling. Jumlah responden pada penelitian ini sebanyak 140 responden. Teknik pengumpulan data dilakukan menggunakan angket dengan instrumen kuesioner online melalui Google Form. Pengolahan data hasil penelitian dilakukan menggunakan Structural Equation Model - Partial Least Square (SEM-PLS) menggunakan aplikasi WarpPLS 7.0 dan analisis deskriptif. Variabel yang digunakan dalam penelitian ini meliputi Electronic Word of Mouth (terdiri dari indikator intensity, valance of option, dan content), Persepsi Risiko (terdiri dari indikator risiko produk, risiko pengiriman, dan risiko keamanan), dan Minat Beli (terdiri dari indikator tertarik mencari informasi suatu produk, pertimbangan dalam pembelian, tertarik untuk mencoba, ingin mengetahui produk, dan ingin memiliki produk). Hasil penelitian menunjukkan bahwa (1) Electronic Word of Mouth berpengaruh positif dan signifikan kuat terhadap minat beli buah dan sayur melalui E-Commerce dengan besaran nilai koefisien jalur sebesar 0,66 and p-value sebesar <0,01. E-WOM lebih berpengaruh daripada Persepsi Risiko terhadap minat beli. Indikator terkuat meliputi indikator valance of option dan content sehingga perlu diutamakan dan dipertahankan. Semakin banyak komentar positif, semakin menandakan produk layak untuk dibeli. Semakin lengkap informasi produk, konsumen akan semakin yakin dengan produk dan dapat meningkatkan minat beli. (2) Persepsi risiko berpengaruh negatif dan signifikan kuat terhadap minat beli buah dan sayur melalui E-Commerce dengan besaran nilai koefisien jalur sebesar -0,16 and p-value sebesar 0,03. Indikator terkuat yaitu indikator risiko produk. Jika memiliki probabilitas yang tinggi untuk rusak dan tidak sesuai harapan, konsumen ii akan melakukan pertimbangan lebih untuk membeli produk sehingga menurunkan minat beli. Saran yang dapat diberikan kepada pelaku usaha buah dan sayur melalui E- Commerce adalah untuk meningkatkan kualitas buah dan sayur yang dijual, kelengkapan informasi serta memperhatikan komentar serta rekomendasi konsumen agar konsumen dapat mempertimbangkan untuk membeli buah dan sayuran, selanjutnya dapat terjadi peningkatan penjualan dan pendapatan dari pelaku usaha. Bagi peneliti selanjutnya diharapkan dapat menambahkan variabel laten lain yang berpengaruh besar terhadap Minat Beli dan meneliti dampak Electronic Word of Mouth dan Persepsi Risiko terhadap variabel lainnya.
English Abstract
The rapid development of technology has led to an increase in internet users in the world, including in Indonesia. One of the uses of the internet is to conduct online business activities (E-Commerce). Since 2020, E-Commerce transactions in Indonesia have experienced a high increase due to the influence of the COVID-19 pandemic which has changed people's consumption patterns in fulfilling their daily needs online with minimal physical contact. In shopping online through E- commerce, there are obstacles that can be obtained by consumers including the influence of negative comments from other consumers, incomplete product information, and the risks that can occur when buying fruits and vegetables which are generally perishable and not durable. This makes E-Commerce transactions a risky activity. The purpose of this study was to analyze consumer purchase intention in fruits and vegetables through E-Commerce by looking at the influence of Electronic Word of Mouth and Perceived Risk. This research was conducted from October to November 2021 with a quantitative approach. The research location was determined for respondents who live in Greater Jakarta. The sampling technique used was non-probability sampling with purposive sampling. The number of respondents in this study were 140 respondents. The data collection technique was carried out using a questionnaire with an online questionnaire instrument through Google Form. The research data processing was carried out using the Structural Equation Model - Partial Least Square (SEM-PLS) using the WarpPLS 7.0 application and descriptive analysis. The variables used in this study include Electronic Word of Mouth (consisting of indicators of intensity, valance of option, and content), Perceived Risk (consisting of indicators of product risk, delivery risk, and security risk), and Purchase Interest (consisting of indicators of interested to looking for information on a product, consideration in purchasing, interested in trying, wanting to know the product, and wanting to own the product). The results showed that (1) Electronic Word of Mouth has a positive and high significant effect on purchase intention of fruits and vegetables through E- Commerce with a path coefficient value of 0,66 and a p-value of <0,01. E-WOM is more influential than Perceived Risk on Purchase Intention. The strongest indicators include valance of option and content so that they need to be prioritized and maintained. The more positive comments from another consumer, the more signifies the product is worth buying. The more complete product information, consumers will be more confident in the product and can increase purchase intention. (2) Perceived Risk has a negative and high significant effect on purchase intention of fruit and vegetables through E-Commerce with a path coefficient value of -0.16 and a p-value of 0,03. The strongest indicator is the product risk indicator. If the product has a high probability of being damaged and does not match expectations, consumers will do more consideration to buy the product, thereby decreasing purchase intention. iv Suggestions that can be given to fruit and vegetable sellers through E- Commerce are to improve the quality of fruit and vegetables sold, complete information and pay attention to consumer comments and recommendations so that consumers can consider buying fruit and vegetables, then there can be an increase in sales and income of E-Commerce business actors. For further researchers, it is hoped that they can add other latent variables that have a major influence on Purchase Intention and examine the impact of Electronic Word of Mouth and Perceived Risk on other variables.
| Item Type: | Thesis (Sarjana) |
|---|---|
| Identification Number: | 0521040220 |
| Subjects: | 300 Social sciences > 338 Production > 338.1 Agriculture |
| Divisions: | Fakultas Pertanian > Sosial Ekonomi Pertanian |
| Depositing User: | Nur Cholis |
| Date Deposited: | 25 Jul 2022 03:17 |
| Last Modified: | 25 Jul 2022 03:20 |
| URI: | http://repository.ub.ac.id/id/eprint/192600 |
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