Analisis Pengaruh Online Customer Review, Online Customer Rating, dan Star Seller terhadap Kepercayaan Pelanggan Hingga Keputusan Pembelian pada Toko Online di Shopee

Halila Titin Hariyanto, Lantip Trisunarno
Submission Date: 2020-08-21 18:45:09
Accepted Date: 2021-01-25 18:11:08

Abstract


Kemampuan pelanggan dalam menilai barang secara online dan offline berbeda. Informasi barang secara online hanya dapat dilihat melalui gambar dan deskripsi. Sehingga diperlukan kepercayaan pelanggan bahwa informasi yang diberikan adalah benar. Pada situs belanja online Shopee terdapat beberapa fitur yang dapat meyakinkan pelanggan, yaitu fitur customer review, customer rating, dan star seller. Penelitian ini bertujuan untuk menentukan model, hipotesis, indikator, dan mengetahui fitur yang dapat mempengaruhi kepercayaan pelanggan hingga keputusan pembelian. Penelitian menggunakan metode Partial Least Square-Structural Equation Modelling (PLS-SEM) dengan ukuran sampel sebanyak 100 responden. Hasil analisis penelitian disimpulkan bahwa customer review, customer rating, dan star seller berpengaruh positif dan signifikan terhadap kepercayaan pelanggan. Fitur customer review memiliki pengaruh yang lebih dominan dibandingkan customer rating dan star seller. Kemudian, kepercayaan pelanggan berpengaruh positif dan signifikan terhadap keinginan membeli. Sedangkan, keinginan membeli dan sikap orang lain berpengaruh positif dan signifikan terhadap keputusan membeli. Variabel faktor situasi tidak terduga tidak mempengaruhi keputusan membeli.

Keywords


Online Customer Review; Online Customer Rating; Star Seller; Kepercayaan Pelanggan; Keputusan Membeli.

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