Analisis hubungan antara minat beli dan ulasan pada Coupang

Ryu, Jin Yeol (2023) Analisis hubungan antara minat beli dan ulasan pada Coupang. Bachelor thesis, Universitas Pelita Harapan.

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Abstract

E-commerce telah berkembang menjadi komponen penting dalam kehidupan masyarakat modern, namun berbagai masalah sering muncul seiring dengan perkembangannya. Masalah yang paling sering dihadapi adalah ketidaksesuaian antara harapan konsumen dengan realitas produk yang diterima, yang seringkali disebabkan oleh manipulasi gambar, video, dan deskripsi produk oleh para penjual. Fokus utama penelitian ini adalah peran penting ulasan dalam e-commerce dan bagaimana ulasan tersebut dapat mempengaruhi keputusan pembelian konsumen. Penelitian ini juga bertujuan untuk mendorong baik penjual maupun pembeli dalam e-commerce untuk memanfaatkan ulasan sebagai instrumen dalam memahami karakteristik sebenarnya dari suatu produk. Penelitian ini menggunakan teknik purposive sampling kepada 201 responden yang berasal dari Korea Selatan. Hasil penelitian menunjukkan bahwa tidak ada hubungan signifikan antara Argument Quality (AQ) dan e-WOM Credibility (EWC), Argument Quality (AQ) dan e-WOM Usefulness (EWU), serta beberapa parameter lainnya. Namun, penelitian ini juga menemukan adanya hubungan positif antara Source Credibility (SC) dengan beberapa variabel e-WOM, serta antara Attitude Towards e-WOM (ATE) dan beberapa variabel lainnya. Dengan temuan ini, diharapkan penelitian ini dapat membantu meningkatkan kepuasan pelanggan dan memperkuat penjualan di lingkungan e-commerce./E-commerce has evolved into a crucial component in the lives of modern society, but various challenges often arise as it develops. The most common issue encountered is the disparity between consumers' expectations and the reality of the product received, often caused by sellers manipulating images, videos, and product descriptions. The main focus of this research is the significant role of reviews in e-commerce and how these reviews can influence consumers' purchasing decisions. This research also aims to encourage sellers and buyers in e-commerce to utilize reviews to understand a product's genuine characteristics. This study employs a purposive sampling technique on 201 respondents from South Korea. The research results show that there is no significant relationship between Argument Quality (AQ) and e-WOM Credibility (EWC), Argument Quality (AQ), and e-WOM Usefulness (EWU), among other parameters. However, the study also found a positive relationship between Source Credibility (SC) and several e-WOM variables, as well as between Attitude Towards e-WOM (ATE) and several other variables. With these findings, it is hoped that this research can help enhance customer satisfaction and strengthen sales in the e-commerce environment.

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