RANPENGARUH ONLINE CONSUMER REVIEW DAN RATING TERHADAP KEPUTUSAN PEMBELIAN GENERASI MILENIAL PADA PENGGUNA MARKETPLACE SHOPEE (STUDI PADA TOKO SHOPEE PROMODAZZLE)
Abstract
The era of globalization has hit all aspects of life, especially technology and communication which continue to experience increasingly sophisticated developments. Technological developments are also accompanied by the rate of population growth in Indonesia which is dominated by the millennial generation, namely residents aged 21 to 41 years. This millennial generation grew up when there were changes in the global economy, which also affected the buying and selling sector which was carried out online using the marketplace. However, the emergence of a marketplace influences the mindset of consumers before purchasing an item or service, one of which is by looking at online reviews and also store ratings given by other consumers. The purpose of this study was to find out and analyze the influence of online consumer reviews and ratings on millennial generation purchasing decisions at the Shopee Promodazzle store. This type of research is quantitative research. The data used in this study is primary data, collected using a questionnaire technique. The sampling technique used in this study was non-probability sampling and the sample used was 100 respondents. The analytical method in this study uses Multiple Linear Regression Analysis The results of the study show that: 1) Online consumer reviews have a positive and significant effect on millennial generation purchasing decisions for marketplace shopee users at the Shopee Promodazzle store. 2) Reviews have a positive and significant effect on millennial generation purchasing decisions for Shopee marketplace users at the Shopee Promodazzle store. 3) Online consumer reviews and ratings together have a positive and significant effect on millennial generation purchasing decisions for Shopee marketplace users at the Shopee Promodazzle store.
Full Text:
PDFReferences
Cooper, D., & Schindler, P. (2014). Business Research Method, 12th Edition. MC Graw Hill.databoks. (2021, January 22). Diambil kembali dari katadata.co.id: https://databoks.katadata.co.ic/datapublish/2020/09/15/pengguna- smartphone-diperkirakan-mencapai-89-populasi-pada-2025
Elwalda, A., Lu, K., & Ali, M. (2016). Perceived drived atributes of online customer reviews. Computers in Human Behavior.
Fakri, A., Baihaqi, I., & Wibawa, B. M. (2016). Pengaruh Online Customer Review dan Rating Terhadap Kepercayaan dan Minat Pembelian pada Online Marketplace di Indonesia. JURNAL TEKNIK ITS Vol.5, No.2.
Fatihudin, D. (2020). Metodologi Penelitian untuk Ilmu Ekonomi, Manajemen dan Akuntansi, Edisi Revisi. Sidoarjo: Zifatama Publisher.
Filieri, R. (2014). What makes online reviews helpful? A diagnosticity-adoption framework to explain informational and normative influences in e-WOM. Journal of Business Research
Ghozali, I. (2018). Aplikasi Analisis Multivariate Dengan Program IBM SPSS 25. Semarang: Badan Penerbit Universitas Diponegoro.
Ingaldi, M., & Ulewicz, R. (2018). Evaluation of Quality of the e-commerce service. International Journal of Ambient Computing and Intelligence.
Ismagilova, E., Dwivedi, Y. K., Slade, E., & Williams, M. D. (2017). Electronic Word of Mouth (eWOM) in the Marketing Context. Switzerland: Springer.
Katadata. (2020, Desember 13). Diambil kembali dari Databoks: https://databoks.katadata.co.id/datapublish/2020/11/20/shopee-e- commeerce-dengan-pengunjung-situs-tertinggi-kuartal-iii-2020 lokadata.id. (2021, January 21). Diambil kembali dari lokadata: https://www.google.com/amp/s/amp.lokadata.id/amp/pasar-e-commerce- terbesar-indonesia-dari-milenial
Naumovska, L. (2017). Marketing communication, Dtrategies for Generation Y- Millenials. Business Management and Strategy, Vol. 8, No.1
Shin, D., & Darpy, D. (2019). Rating, review and reputation: how to unlock the hidden value of luxury consumer from digital commerce? Journal of Busines & Industrial Marketing. Shopee Promodazzle. (2021, January). Diambil kembali dari Shopee.
Sirilius, S. (2020). Metedologi penelitaian Ekonomi dan Sosial. Yogyakarta: Deepublish.
Wibisono, D., Ariyani, A. D., & Burhannudin, R. (2020). Analisis Pengaruh Faktor Keputusan Mahasiswa Memilih Universitas Alma Ata. 4(3), 1897. https://doi.org/10.31955/mea.vol4.iss3.pp1896-1905
Amelia, R. W., Suhardjanto, D., Probohudono, A. N., Honggowati, S., & Setiorini, K. R. (2023). Cultural Heritage Disclosure in Indonesia: An Agency Theory Perspective. Migration Letters, 20, 485–497. https://www.scopus.com/inward/record.uri?eid=2-s2.0-85176388448&doi=10.47059%2Fml.v20iS5.4026&partnerID=40&md5=854098dd5a0a78ce4e03b92257829cc7
FAJRI, R. N., AZIZ, N., NORBAYA, S., & YAHAYA, B. (n.d.). Optimizing the Role of Financing Units in Financial Institutions and Banking for Going Concern Micro, High Schools and …. Admin369.Seyboldreport.Org, 2470–2489. https://doi.org/10.5281/zenodo.7404854
Fitriyanti, F., Ichsan, M., & Setiorini, K. R. (2023). Detection Implementation of Risk Management for Commercial Digital Banking. Migration Letters, 20(S11), 727–734.
Handayani, S., Suhardjanto, D., Muhtar, E., Honggowati, S., & Setiorini, K. R. (2023). The Influence of Board of Directors Diversity on Carbon Emission Disclosure. Migration Letters, 20, 305–316.
Kamal, A. H., Purbowisanti, R., Sani, A. A., & Setiorini, K. R. (2021). Do the Distribution of Zakat and Islamic Bank Financing Affect Income Inequality in Indonesia? Amwaluna: Jurnal Ekonomi Dan Keuangan Syariah, 5(1), 90–102. https://doi.org/10.29313/amwaluna.v5i1.5854
Khan, A., Chen, C. C., Lu, K. H., Wibowo, A., Chen, S. C., & Ruangkanjanases, A. (2021). Supply chain ambidexterity and green scm: Moderating role of network capabilities. Sustainability (Switzerland), 13(11), 1–13. https://doi.org/10.3390/su13115974
Rachmadani, W. S., Suhardjanto, D., & ... (2023). Public Sector Budget Based on Systemic Agenda: What Factors Leading the Budget Change Policy in the Crisis Time in Indonesia? Migration …, 5, 287–304. https://migrationletters.com/index.php/ml/article/view/4011%0Ahttps://migrationletters.com/index.php/ml/article/download/4011/2751
Ruangkanjanases, A., Sivarak, O., Wibowo, A., & Chen, S. C. (2022). Creating behavioral engagement among higher education’s prospective students through social media marketing activities: The role of brand equity as mediator. Frontiers in Psychology, 13(October), 1–15. https://doi.org/10.3389/fpsyg.2022.1004573
Salim, A., Rochmadi, T., Kurniasari, Y., Sujono, R. I., Fajri, R. N., Kusumawardani, N., Wahyudi, A., & Mustakim, M. (2022). Lecturers’ and Students’ Responses toward the Implementation of the Merdeka Belajar-Kampus Merdeka (MBKM) Program at Alma Ata University. AL-ISHLAH: Jurnal Pendidikan, 14(3), 3793–3806. https://doi.org/10.35445/alishlah.v14i3.1607
Siti Arifah, Agung Nur Probohudono, Rahmawati, Setianingtyas Honggowati, & Kusumaningdiah Retno Setiorini. (2023). Performance in Soe Two Tiers Board System Based on the Implication From Good Corporate Governance and Tunneling or Propping Through Related Party Transactions. Journal of Namibian Studies : History Politics Culture, 33, 991–1015. https://doi.org/10.59670/jns.v33i.548
Suhardjanto, D., Khabib, N., Supheni, I., & Suci, W. (2023). Financial Accountability of Wayang Kulit Performances in. 6, 754–764.
Sujono, R. I., Wiyandi, W., Wibowo, F. W., Yunadi, A., Kamal, A. H., Wibowo, A., & Salam, A. (2023). Purchase Decision on Halal Products among Female Muslim: Evidence from Indonesia. Shirkah: Journal of Economics and Business, 8(3), 309–321. https://doi.org/10.22515/shirkah.v8i3.555
Viantina, A. L., Purbowisanti, R., Ady Rahmanto, D. N., Ilmiah, D., & Febriyanti, N. (2022). The Influence of Plafond, Tenor, Application Process, and Loan Frequency on The Growth of Bank Syariah Indonesia’s MSMEs Customers. Invest Journal of Sharia & Economic Law, 2(2), 180–195. https://doi.org/10.21154/invest.v2i2.5405
Zhao, H., & Wibowo, A. (2021). Entrepreneurship Resilience: Can Psychological Traits of Entrepreneurial Intention Support Overcoming Entrepreneurial Failure? Frontiers in Psychology, 12(September), 1–12. https://doi.org/10.3389/fpsyg.2021.707803
DOI: http://dx.doi.org/10.21927/ijma.2020.1(2).95-102
Editorial Office:
Faculty of Islamic Economics and Business, Universitas Alma Ata
Jl. Brawijaya No.99, Jadan, Tamantirto, Kec. Kasihan, Kabupaten Bantul, Daerah Istimewa Yogyakarta 55184
IJMA by http://ejournal.almaata.ac.id/index.php/IJMA is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.