dc.contributor.advisor | Simanjuntak, Megawati | |
dc.contributor.author | Fakhira, Nisrina Nur | |
dc.date.accessioned | 2021-07-21T12:58:23Z | |
dc.date.available | 2021-07-21T12:58:23Z | |
dc.date.issued | 2021 | |
dc.identifier.uri | http://repository.ipb.ac.id/handle/123456789/107633 | |
dc.description.abstract | Online consumer review (OCR) merupakan salah satu bentuk E-WOM yang dapat menjadi sumber informasi dan sumber acuan bagi calon konsumen dalam mengambil keputusan. Penelitian ini bertujuan untuk menganalisis isi review dan komentar konsumen pada e-commerce di Indonesia. Penelitian ini menggunakan desain penelitian mix method. Penelitian kuantitatif dilakukan dengan teknik survei menggunakan instrumen kuesioner. Penelitian kualitatif dilakukan dengan teknik analisis isi dan indepth interview. Analisis isi dilakukan dengan mengamati review dan rating yang diberikan konsumen pada produk fashion di toko online yang berada di e-commerce Shopee dan Tokopedia. Indepth interview dilakukan kepada dua konsumen dan satu penjual. Pengolahan dan analisis data dilakukan dengan menggunakan aplikasi Microsoft Excel, dan Statistical Package for Social Science (SPSS) 25.0. Data yang diperoleh dalam bentuk komentar dilakukan analisis sentimen. Hasil dari penelitian ini menunjukkan bahwa hampir semua konsumen melihat rating dan review sebelum membeli produk fashion. Kebanyakan konsumen hanya memberikan rating tanpa disertai dengan review. Hasil penelitian juga menunjukkan bahwa ulasan mengenai kualitas produk, dan ulasan mengenai harga merupakan ulasan paling banyak dibahas oleh konsumen yang membeli produk fashion. Terdapat konsumen yang memberikan komentar yang tidak sesuai, menggunakan kata-kata berulang atau kata-kata yang dipanjangkan hurufnya. | id |
dc.description.abstract | Online consumer review (OCR) is a form of E-WOM that can be a source of information and a source of reference for potential consumers in making decisions. This study aims to analyze the content of consumer reviews and comments on e-commerce in Indonesia. This study uses a mixed method research design. Quantitative research is carried out by survey techniques using a questionnaire instrument. Qualitative research was conducted using content analysis techniques and in-depth interviews. Content analysis is carried out by observing reviews and ratings given by consumers on fashion products in online stores in the e-commerce Shopee and Tokopedia. In-depth interviews were conducted with two consumers and one seller. Data processing and analysis was performed using Microsoft Excel application, and Statistical Package for Social Science (SPSS) 25.0. The data obtained in the form of comments is subjected to a sentiment analysis. The results of this study indicate that almost all consumers look at ratings and reviews before buying fashion products. Most consumers only give ratings without being accompanied by a review. The results also show that reviews about product quality and reviews about prices are the most discussed reviews by consumers who buy fashion products. There are consumers who give inappropriate comments, use repetitive words or words that are lettered out. | id |
dc.language.iso | id | id |
dc.publisher | IPB University | id |
dc.title | Analisis Isi Review dan Komentar Konsumen pada E-commerce di Indonesia | id |
dc.title.alternative | Content Analysis of Consumer Reviews and Comments on E-commerce in Indonesia | id |
dc.type | Undergraduate Thesis | id |
dc.subject.keyword | content analysis | id |
dc.subject.keyword | e-commerce | id |
dc.subject.keyword | online consumer rating | id |
dc.subject.keyword | online consumer review | id |
dc.subject.keyword | online shopping | id |