Kredibilitas Ulasan Konsumen Produk Kesehatan Pada Dua E-commerce di Indonesia

Abstract

Banyaknya ulasan yang disampaikan konsumen telah menyebabkan kelebihan informasi, sehingga konsumen kesulitan mencari ulasan yang kredibel. Penelitian ini bertujuan untuk mengidentifikasi karakteristik konsumen, karakteristik ulasan dan perilaku berbelanja online, mengklasifikasikan kelas sentimen, dan menganalisis kredibilitas ulasan konsumen. Pada penelitian ini, digunakan desain penelitian Mixed Methods melalui Concurrent Embedded Strategy. Selanjutnya, data diolah dan dianalisis menggunakan aplikasi Statistical Package for Social Science (SPSS) 25.0 dan software Nvivo 12 Plus. Hasil penelitian menunjukkan bahwa konsumen yang sering membeli produk kesehatan secara online pada masa pandemi COVID-19 didominasi oleh generasi Z, ulasan online dijadikan sumber informasi utama untuk menentukan keputusan pembelian. Kelas sentimen negatif pada ulasan, dapat dijadikan bahan evaluasi bagi penjual. Hasil analisis, pada aspek source credibility dan recommendation rating, ulasan yang disampaikan konsumen masih didominasi oleh ulasan yang tidak kredibel, sedangkan pada aspek e-WOM quality, umumnya ulasan yang disampaikan konsumen sudah menggunakan foto dan/atau video sesuai dengan produk yang dibeli, rating sudah sesuai dengan ulasan yang disampaikan dan bahasa dapat dipahami.

The large number of reviews submitted by consumers has led to information overload, making it difficult for consumers to find credible reviews. This study aims to identify consumer characteristics, online shopping behavior and consumer reviews, classify sentiment classes and analyze the credibility of consumer reviews. In this study, a Mixed-Methods research design was used through a Concurrent Embedded Strategy. Furthermore, the data are processed using the SPSS 25.0 and the Nvivo 12 Plus software. The results showed that the Z generation dominated consumers who often bought health products online during the COVID-19 pandemic. Online reviews were used as the primary source of information in the information search process to determine purchase decisions. The negative sentiment class on the review can be used as an evaluation material for the seller. Furthermore, the analysis results show that in the aspect of source credibility, reviews submitted by consumers are still dominated by reviews that do not use the original name or photo of the reviewer. In the e-WOM quality aspect, generally, consumers' reviews have used photos and/or videos according to the product purchased. The rating is in accordance with the review submitted and the language can be understood. In addition, on the recommendation rating aspect, almost all of them are still dominated by reviews that have not been responded to by other consumers.