Dewikesumoningsih, Murdhiani and Prof.Dr. Djoko Koestiono, and Imaniar Ilmi Pariasa, (2022) Pengaruh Online Customer Review dan Rating terhadap Keputusan Pembelian Produk Pertanian melalui Marketplace. Sarjana thesis, Universitas Brawijaya.
Abstract
Seiring dengan pesatnya perkembangan teknologi menyebabkan perubahan perilaku masyarakat salah satunya dalam hal berbelanja, dari yang sebelumnya secara langsung kini dengan cara online. Dengan segala kemudahan yang ditawarkan dalam berbelanja online, belum terlepas dari resiko masalah yang kemungkinan terjadi dalam proses berbelanja online tersebut. Sehingga, dalam berbelanja online pastinya perlu adanya rasa kepercayan yang besar sebelum dilakukannya transaksi pembayaran. Banyak strategi pemasaran yang digunakan pada sebagian besar marketplace yang digunakan sebagai fasilitas bagi pembeli agar dapat mempertimbangkan keputusan pembeliannya. Salah satu fitur yang disediakan oleh kebanyakan marketplace yang beredar di Indonesia adalah fitur online customer review dan rating. Tujuan dari penelitian ini diantaranya adalah untuk menganalisis pengaruh online customer review dan rating terhadap keputusan pembelian dalam berbelanja online produk pertanian melalui marketplace pada online store NU. Serta mendeskripsikan karakteristik konsumen NU yang melakukan pembelian secara online melalui marketplace. Penelitian ini bersifat kuantitatif dengan menggunakan teknik analisis deskriptif dan selanjutnya data yang diperoleh diolah menggunakan metode PLS- SEM dengan bantuan software SmartPLS 3.0 untuk melihat pengaruh online customer review dan rating terhadap keputusan pembelian dalam berbelanja online produk pertanian melalui marketplace. Responden penelitian ini sebanyak 60 orang yang diperoleh dengan menggunakan teknik purposive sampling pada konsumen NU yang telah melakukan pembelian minimal 1 kali dengan melakukan penyebaran dan pengisian kuesioner kepada responden secara online. Berdasarkan hasil penelitian yang dilakukan, karakteristik responden yang didapatkan ialah terdiri dari konsumen didominasi oleh perempuan. Rentang usia konsumen didominasi pada usia 15-25 tahun. Pekerjaan yang mayoritas konsumen lakukan ialah pelajar/mahasiswa dan pegawai negeri sipil. Rentan pendapatan yang dimiliki oleh para konsumen ialah Rp1.000.000-Rp3.000.000. Tingkat pendidikan terakhir didominasi oleh SMA/SMK dan sarjana. Frekuensi pembelian yang dilakukan sebanyak 1 kali/bulan, serta jenis produk yang paling sering dibeli adalah frozen food, tepung/cereal/oats, sayur dan buah segar. Serta sebagian besar responden mengatakan berminat utuk merekomendasikan online store NU kepada orang lain. Berdasarkan hasil uji hipotesis dengan metode SEM-PLS, didapatkan hubungan variabel online customer review dan rating berpengaruh signifikan terhadap keputusan pembelian dalam berbelanja online produk pertanian melalui marketplace pada online store NU dengan hasil p-value X1-> Y1 sebesar 0 dan x2 ->Y1 sebesar 0,006
English Abstract
Along with the rapid development of technology, it causes changes in people's behavior, one of which is in terms of shopping, from what was previously directly to now online. With all the conveniences offered in online shopping, it has not been separated from the risk of problems that may occur in the online shopping process. So, in shopping online, of course, there needs to be a great sense of trust before making a payment transaction. Many marketing strategies are used in most marketplaces that are used as facilities for buyers to consider their purchasing decisions. One of the features provided by most marketplaces circulating in Indonesia is the online customer review and rating feature. The purpose of this study is to analyze the influence of online customer reviews and ratings on purchasing decisions in online shopping for agricultural products through the marketplace on the NU online store. As well as describing the characteristics of NU consumers who make online purchases through the marketplace. This research is using descriptive analysis techniques and then the data obtained is processed using the PLS-SEM method with the help of SmartPLS 3.0 software to see the influence of online customer reviews and ratings on purchasing decisions in online shopping for agricultural products through the marketplace. The respondents of this study were 60 people who were obtained using purposive sampling technique on NU online store consumers who had made a purchase at least 1 time by distributing and filling out questionnaires to respondents online. Based on the results of the research conducted, the characteristics of the respondents obtained consist of consumers dominated by women. The age range of consumers is dominated by the age of 15-25 years. The jobs that the majority of consumers do are students and civil servants. Vulnerability of income owned by consumers is IDR 1,000,000 - IDR 3,000,000. The last education level is dominated by SMA/SMK and undergraduate. The frequency of purchases made is 1 time/month, and the types of products that are most often purchased are frozen food, flour/cereal/oats, fresh vegetables and fruit. And most of the respondents said they were interested in recommending NU to others. Based on the results of hypothesis testing using the SEM-PLS method, it was found that the relationship between online customer review and rating variables had a significant effect on purchasing decisions in online shopping for agricultural products through the marketplace at the NU online store with a p-value of X1 -> Y1 is 0 and x2 -> Y1 is 0.006
Other obstract
-
Item Type: | Thesis (Sarjana) |
---|---|
Identification Number: | 0522040258 |
Subjects: | 300 Social sciences > 338 Production > 338.1 Agriculture |
Divisions: | Fakultas Pertanian > Sosial Ekonomi Pertanian |
Depositing User: | Nur Cholis |
Date Deposited: | 03 Jan 2023 01:31 |
Last Modified: | 03 Jan 2023 01:31 |
URI: | http://repository.ub.ac.id/id/eprint/196521 |
Text (DALAM MASA EMBARGO)
Murdhiani Dewikesumoningsih.pdf Restricted to Registered users only until 31 December 2024. Download (3MB) |
|
Other (Generate index codes conversion from text to indexcodes)
indexcodes.txt Restricted to Registered users only Download (0B) |
Actions (login required)
View Item |