Analisis Pengaruh Online Review Terhadap Niat Membeli Produk Smartphone
DOI:
https://doi.org/10.37385/msej.v5i2.4860Keywords:
Online Review, Purchase Intention, SmartphoneAbstract
The rapid development of technology makes individuals easier to access information on the internet. The internet provides interaction between individuals throughout the world through social media where individuals can share information by commenting, interacting through online reviews. Therefore, this study aims to determine the impact of three aspects of online reviews (review timeliness, review quantity and review valence) on purchase intention of smartphone products. The research was conducted on people in Semarang City who were aged 18 - 30 years and had smartphones. In order to gather the data, this research involved 100 participants and used snowball sampling method. The use of the snowball sampling method starts from distributing the questionnaire to the first subject, then the subject is asked to distribute the research questionnaire to other subjects who have the same criteria. Then the data was analyzed using multiple linear regression analysis on IBM SPSS 25.0. The results showed that only one aspect of online reviews (which is review valence), that had a positive and significant effects on purchase intentions through smartphone products.
References
Abd-Elaziz, M. E., Wael, M., A., Khalifa, G. S., A., & Mayouf, M. A.-A. A.-A. (2015). Determinants of Electronic Word of Mouth (EWOM) Influence on Hotel Customers’ Purchasing Decision. Journal of Faculty of Tourism and Hotels, Fayoum University, 9(2), 194–223.
Agustina, L., & Kurniawan, F. (2018). Sistem Reputasi Penjual dalam Proses Pengambilan Keputusan Pembelian di Platform C2C E-commerce. Jurnal Komunikasi Indonesia, 7(1). https://doi.org/10.7454/jki.v7i1.9700
Andrew, J., & Erdiansyah, R. (2021). Analisis Pengaruh E-WOM, Online Review, dan Kualitas Informasi terhadap Minat Beli di Market Place Tokopedia. Prologia, 5(1), 127. https://doi.org/10.24912/pr.v5i1.8177
Ansari, S., Ansari, G., Ghori, M. U., & Kazi, A. G. (2019). Impact of Brand Awareness and Social Media Content Marketing on Consumer Purchase Decision. Journal of Public Value and Administrative Insight, 2(2), 5–10. https://doi.org/10.31580/jpvai.v2i2.896
Arora, L., & Kumar Sharma, B. (2018). Influence of Review Quality, Review Quantity and Review Credibility on Purchase Intention in the context of High Involvement Products Evaluated by a double-blind review system. European Journal of Applied Business Management, Special Issue, 4(4), 25–40. https://www.researchgate.net/publication/329876782
Bai, Y., Yao, Z., & Dou, Y.-F. (2015). Effect of Social Commerce Factors on User Purchase Behavior: An Empirical Investigation from Renren.com. International Journal of Information Management, 35(5), 538–550. https://doi.org/10.1016/j.ijinfomgt.2015.04.011
Chakraborty, U. (2019). The Impact of Source Credible Online Reviews on Purchase Intention: The Mediating Roles of Brand Equity Dimensions. Journal of Research in Interactive Marketing, 13(2), 142–161. https://doi.org/10.1108/JRIM-06-2018-0080
Cheong, J. W., Muthaly, S., Kuppusamy, M., & Han, C. (2020). The Study of Online Reviews and its Relationship to Online Purchase Intention for Electronic Products Among The Millennials In Malaysia. Asia Pacific Journal of Marketing and Logistics, 32(7), 1519–1538. https://doi.org/10.1108/APJML-03-2019-0192
Chih, W.-H., Wang, K.-Y., Hsu, L.-C., & Huang, S.-C. (2013). Investigating Electronic Word-of-Mouth Effects on Online Discussion Forums: The Role of Perceived Positive Electronic Word-of-Mouth Review Credibility. Cyberpsychology, Behavior, and Social Networking, 16(9), 658–668. https://doi.org/10.1089/cyber.2012.0364
De Pelsmacker, P., van Tilburg, S., & Holthof, C. (2018). Digital Marketing Strategies, Online Reviews and Hotel Performance. International Journal of Hospitality Management, 72, 47–55. https://doi.org/10.1016/j.ijhm.2018.01.003
Erkan, I., & Evans, C. (2018). Social Media or Shopping Websites? The Influence of EWOM on Consumers’ Online Purchase Intentions. Journal of Marketing Communications, 24(6), 617–632. https://doi.org/10.1080/13527266.2016.1184706
Farki, 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, 5(2). https://doi.org/10.12962/j23373539.v5i2.19671
Fauzi, S., & Lina, L. F. (2021). Peran Foto Produk, Online Customer Review, Online Customer Rating Pada Minat Beli Konsumen di E-Commerce. Jurnal Muhammadiyah Manajemen Bisnis, 2(1), 21. https://doi.org/10.24853/jmmb.2.1.151-156
Filieri, R. (2015). What Makes Online Reviews Helpful? a Diagnosticity-Adoption Framework to Explain Informational and Normative Influences In E-WOM. Journal of Business Research, 68(6), 1261–1270. https://doi.org/10.1016/j.jbusres.2014.11.006
Filieri, R., & McLeay, F. (2014). E-WOM and Accommodation: An Analysis of the Factors That Influence Travelers’ Adoption of Information from Online Reviews. Journal of Travel Research, 53(1), 44–57. https://doi.org/10.1177/0047287513481274
Gunawan, D. D., & Huarng, K. H. (2015). Viral Effects of Social Network and Media on Consumers’ Purchase Intention. Journal of Business Research, 68(11), 2237–2241. https://doi.org/10.1016/j.jbusres.2015.06.004
Gunawan, H., & Ayuningtiyas, K. (2018). Pengaruh Kepercayaan, Kemudahan dan Kualitas Informasi Terhadap Keputusan Pembelian Daring di Aplikasi Bukalapak Pada Mahasiswa Politeknik Negeri Batam. JOURNAL OF APPLIED BUSINESS ADMINISTRATION, 2(1), 152–165. https://doi.org/10.30871/jaba.v2i1.763
Hajli, N. (2019). The Impact of Positive Valence and Negative Valence on Social Commerce Purchase Intention. Information Technology & People, 33(2), 774–791. https://doi.org/10.1108/ITP-02-2018-0099
Harahap, A. H. (2020). The Role of Youtube in Building Brand Image Communication in Technology Review Content on the Gadgetin Channel (David Brandi). International Journal of Cultural and Social Science, 1(1), 40–44.
Hasrul, A. F., Suharyati, S., & Sembiring, R. (2021). Analisis Pengaruh Online Customer Review dan Rating terhadap Minat Beli Produk Elektronik di Tokopedia. KORELASI Konferensi Riset Nasional Ekonomi, Manajemen, Dan Akuntansi, 2(1), 1352–1365.
Huyen, T. T., & Costello, J. (2017). Quality versus Quantity: An Investigation into Electronic Word of Mouth’s Influence on Consumer Buying Intention. In Journal of Promotional Communications (Vol. 5, Issue 2). http://promotionalcommunications.org/index.php/pc/about/submissions
Ioan?s, E., & Stoica, I. (2014). Social Media and its Impact on Consumers Behavior. International Journal of Economic Practices and Theories, 4(2), 295–303.
Joesyiana, K. (2018). The Effect of Word of Mouth on Consumer Purchasing Decisions at Shopee (Online Shop) In Pekanbaru. VALUTA Jurnal Administrasi Bisnis, Manajemen Dan Ekonomi VALUTA, 4(1), 71–85.
Majali, T., Alsoud, M., Yaseen, H., Almajali, R., & Barkat, S. (2022). The Effect of Digital Review Credibility on Jordanian Online Purchase Intention. International Journal of Data and Network Science, 6(3), 973–982. https://doi.org/10.5267/j.ijdns.2022.1.014
Meilinda, N. (2018). Social Media on Campus: Studi Peran Media Sosial sebagai Media Penyebaran Informasi Akademik pada Mahasiswa di Program Studi Ilmu Komunikasi FISIP UNSRI. In The Journal of Society & Media (Vol. 2, Issue 1). https://doi.org/https://doi.org/10.26740/jsm.v2n1.p53-64
Mirabi, V., Akbariyeh, H., & Tahmasebifard, H. (2015). A Study of Factors Affecting on Customers Purchase Intention Case Study: The Agencies of Bono Brand Tile in Tehran. In Journal of Multidisciplinary Engineering Science and Technology (JMEST) (Vol. 2, Issue 1). www.jmest.org
Mo, Z., Li, Y.-F., & Fan, P. (2015). Effect of Online Reviews on Consumer Purchase Behavior. Journal of Service Science and Management, 08(03), 419–424. https://doi.org/10.4236/jssm.2015.83043
Muhtar. (2023). Mengenal Sejarah Lahirnya Internet. https://uici.ac.id/mengenal-sejarah-lahirnya-internet/
Mulyana, S. (2021). Pengaruh Harga dan Ulasan Produk Terhadap Keputusan Pembelian Produk Fashion Secara Online Pada Shopee di Pekanbaru. Jurnal Daya Saing, 7(2), 185–195. https://doi.org/10.35446/dayasaing.v7i2.665
Mulyati, D., Windy, O., Kurnia, E., & Banirohim, G. (2021). Peran Komunikasi Media Sosial Yang Dibuat Perusahaan, Komunikasi Media Sosial Yang Dibuat Pengguna Terhadap Niat Beli Dimediasi Brand Passion the Role of Company Created Social Media Communication, User Created Social Media Communications on Purchase Intentions in Mediate Brand Passion. Jurnal Ilmiah Manajemen Dan Bisnis, 22(2). https://doi.org/10.30596/jimb.v22i2.7694
Muresan, D., & Sinuraya, R. (2018). Relation Between Internet and Social Media to Support Sales in Business. IOP Conference Series: Materials Science and Engineering, 407(1). https://doi.org/10.1088/1757-899X/407/1/012062
Norhabiba, F. (2015). Akses Media Baru Oleh Remaja SMA Kota Semarang dan Hubungannya Dengan Interaksi Dengan Lingkungan Sekitar Pada Siswa Kelas X SMA 5 Kota Semarang. JURNAL INTERAKSI, 4(2), 132–138.
Paranita, E. S., & Salsabila, R. F. (2020). Pengaruh Electronic Word of Mouth Terhadap Minat Beli Reservasi Hotel. JUDICIOUS, 1(2), 71–77. https://doi.org/10.37010/jdc.v1i2.146
Prakoso, G. D., Rahab, R., & Sheroz, N. (2023). Analysis of The Effect of E-Wom Involvement on Consumer Buying Intention on Oppo Products on The Youtuber Gadgetin Channel. Performance Jurnal Personalia Financial Operasional Marketing Dan Sistem Informasi, 30(1), 1–14. https://doi.org/10.32424/1.jp.2023.30.1.8625
Prakoso, Z., & Rusdianto, R. Y. (2023). Pengaruh Brand Image, Online Consumer Review, Dan Harga Terhadap Minat Beli Produk Smartphone Samsung (Studi Kasus Pada Pengguna Smartphone Samsung di Kota Surabaya). Management Studies and Entrepreneurship Journal, 4(4), 3615–3632.
Purnawirawan, N., Eisend, M., De Pelsmacker, P., & Dens, N. (2015). A Meta-analytic Investigation of the Role of Valence in Online Reviews. Journal of Interactive Marketing, 31, 17–27. https://doi.org/10.1016/j.intmar.2015.05.001
Raznilawati, Z. (2021). Pengaruh Media Sosial Instagram Terhadap Penjualan Online Shop Skincare Pada @Preloved.Byluls. HUMANO: Jurnal Penelitian, 12(2), 1–10.
Reimer, T., & Benkenstein, M. (2016). When Good WOM Hurts and Bad WOM Gains: The Effect of Untrustworthy Online Reviews. Journal of Business Research, 69(12), 5993–6001. https://doi.org/10.1016/j.jbusres.2016.05.014
Robbana, S., Indriati, I., & Wihandika, R. C. (2020). Analisis Sentimen Review Produk Smartphone Pada Dokumen Twitter Berbahasa Indonesia Menggunakan Metode K-Nearest Neighbor Dan Pembobotan Jumlah Likes. Jurnal Pengembangan Teknologi Informasi Dan Ilmu Komputer, 3(10), 10168–10175.
Samuel, H., & Lianto, A. S. (2014). Analisis EWOM, Brand Image, Brand Trust dan Minat Beli Produk Smartphone di Surabaya. JURNAL MANAJEMEN PEMASARAN, 8(2), 47–54. https://doi.org/doi: 10.9744/pemasaran.8.2.47-54
Situmorang, S. H., Mulyono, H., & Berampu, L. T. (2018). Peran dan Manfaat Sosial Media Marketing bagi Usaha Kecil. Asian Journal of Entrepreneurship and Family Business, 1(2), 77–84. https://perwiraindonesia.com/ajefb/index.php/jurnalAJEFB/article/view/31
Somohardjo, N. (2017). The Effect of Online Reviews on The Review Attitude and Purchase Intention. Erasmus School of Economics.
Stefany, F. E. (2022). Pengaruh Online Customer Review, Online Customer Rating, Foto Produk dan Word of Mouth Terhadap Minat Beli Konsumen. Institut Agama Islam Negeri Ponorogo.
Stephen, A. T. (2016). The Role of Digital and Social Media Marketing in Consumer Behavior. In Current Opinion in Psychology (Vol. 10, pp. 17–21). Elsevier. https://doi.org/10.1016/j.copsyc.2015.10.016
Thomas, M.-J., Wirtz, B. W., & Weyerer, J. C. (2019). Determinants of Online Review Credibility and Its Impact on Con-Sumers’ Purchase Intention. In Journal of Electronic Commerce Research (Vol. 20).
Touchette, B., Schanski, M., & Lee, S. E. (2015). Apparel Brands’ Use of Facebook: An Exploratory Content Analysis of Branded Entertainment. Journal of Fashion Marketing and Management, 19(2), 107–119. https://doi.org/10.1108/JFMM-04-2013-0051
Wardhani, A. K., & Chen, D. K. J. (2021). The Effect of Youtube Media of Online Review, Visualization and Trust on Intention to Buy Smartphone. MIX: JURNAL ILMIAH MANAJEMEN, 11(1), 36. https://doi.org/10.22441/mix.2021.v11i1.003
Wibisono, H., Wijaya, K. E., & Andreani, F. (2021). Pengaruh Online Review dan Online Rating Terhadap Minat Beli Pada Konsumen Pergikuliner di Surabaya. Jurnal Hospitality Dan Manajemen Jasa, 9(1).
Widada, C. K. (2018). Mengambil Manfaat Media Sosial Dalam Pengembangan Layanan. Journal of Documentation and Information Science, 2(1), 23–30. https://doi.org/10.33505/jodis.v2i1.130
Wisudaningsi, B. A., Arofah, I., & Belang, K. A. (2019). Pengaruh Kualitas Pelayanan dan Kualitas Produk Terhadap Kepuasan Konsumen Dengan Menggunakan Metode Analisis Regresi Linear Berganda. Jurnal Statistika Dan Matematika, 1(1), 103–116.
Zhao, X. (Roy), Wang, L., Guo, X., & Law, R. (2015). The Influence of Online Reviews to Online Hotel Booking Intentions. International Journal of Contemporary Hospitality Management, 27(6), 1343–1364. https://doi.org/10.1108/IJCHM-12-2013-0542
Template
