Pengaruh Kredibilitas Ulasan Online dan Suspicion of Fake Review Terhadap Niat Beli Skincare Lokal di E-commerce

Abstract

Perkembangan industri skincare lokal dan e-commerce di Indonesia menjadikan ulasan online sebagai sumber informasi utama konsumen dalam menilai kualitas, keamanan, dan manfaat produk sebelum bertransaksi. Namun, maraknya fake review menimbulkan kekhawatiran terhadap kredibilitas informasi tersebut. Kondisi ini mendorong pentingnya meneliti pengaruh kredibilitas ulasan online dan suspicion of fake review terhadap sikap, kepercayaan, dan niat beli konsumen. Penelitian ini bertujuan untuk menganalisis pengaruh kredibilitas ulasan online dan suspicion of fake review terhadap sikap dan kepercayaan konsumen, menganalisis pengaruh sikap dan kepercayaan terhadap niat beli, menguji peran mediasi sikap dan kepercayaan, serta merumuskan implikasi manajerial dalam pengelolaan ulasan online pada pemasaran produk skincare lokal. Penelitian menggunakan pendekatan kuantitatif dengan metode survei melalui kuesioner daring, sampel ditentukan secara purposive sampling pada 250 responden di Jabodetabek dengan kriteria pernah membaca ulasan produk skincare lokal pada e-commerce. Data dianalisis menggunakan metode Structural Equation Modeling–Partial Least Squares (SEM-PLS). Hasil penelitian menunjukkan bahwa kredibilitas ulasan online berpengaruh positif dan signifikan terhadap sikap, kepercayaan, dan niat beli konsumen. Sebaliknya, suspicion of fake review berpengaruh positif dan signifikan terhadap sikap konsumen, tetapi tidak signifikan terhadap kepercayaan maupun niat beli. Sikap dan kepercayaan terbukti berpengaruh positif dan signifikan terhadap niat beli, serta mampu memediasi pengaruh kredibilitas ulasan online terhadap niat beli produk skincare lokal pada platform e-commerce. Hasil pengujian efek tidak langsung menunjukkan bahwa sikap dan kepercayaan sama-sama mampu memediasi pengaruh kredibilitas ulasan online terhadap niat beli. Namun, kedua variabel tersebut tidak memediasi hubungan antara suspicion of fake review dan niat beli. Temuan ini mengindikasikan bahwa konsumen lebih mengandalkan kredibilitas informasi dibandingkan kecurigaan terhadap fake review dalam mengambil keputusan pembelian. Penelitian ini memberikan kontribusi teoritis melalui integrasi Elaboration Likelihood Model (ELM), Persuasion Knowledge Model (PKM), dan Theory of Planned Behavior (TPB) untuk menjelaskan proses pembentukan niat beli konsumen pada konteks produk skincare lokal di e-commerce. Dari sisi praktis, hasil penelitian menunjukkan bahwa pelaku usaha skincare lokal maupun pengelola e-commerce perlu memprioritaskan pengelolaan ulasan online yang kredibel, autentik, informatif, dan transparan guna membangun sikap positif serta meningkatkan kepercayaan dan niat beli konsumen.

The development of the local skincare industry and e-commerce in Indonesia has positioned online reviews as the primary source of information for consumers to evaluate product quality, safety, and benefits prior to making a transaction. However, the prevalence of fake reviews has raised concerns regarding the credibility of such information. This situation underscores the importance of examining the influence of online review credibility and the suspicion of fake reviews on consumer attitudes, trust, and purchase intentions. This study aims to analyze the influence of online review credibility and suspicion of fake reviews on consumer attitudes and trust, analyze the influence of attitudes and trust on purchase intention, examine the mediating role of attitudes and trust, and formulate managerial implications for managing online reviews in marketing local skincare products. The study employed a quantitative approach using an online questionnaire survey method. The sample was determined through a purposive sampling technique, involving 250 respondents in the Jabodetabek area who met the criteria of having read online reviews of local skincare products on e-commerce platforms. Data were analyzed using the Structural Equation Modeling–Partial Least Squares (SEM-PLS) method. The results showed that online review credibility had a positive and significant effect on consumer attitudes, trust, and purchase intention. Conversely, suspicion of fake reviews had a positive and significant effect on consumer attitudes, but had no significant effect on trust or purchase intention. Attitudes and trust were proven to have a positive and significant effect on purchase intention and were able to mediate the influence of online review credibility on purchase intention for local skincare products on e-commerce platforms. The indirect effect test results indicated that both attitudes and trust successfully mediated the effect of online review credibility on purchase intention. However, neither variable mediated the relationship between suspicion of fake reviews and purchase intention. These findings suggest that consumers rely more on information credibility than on suspicions of fake reviews when making purchasing decisions. This study contributes to the literature by integrating the Elaboration Likelihood Model (ELM), the Persuasion Knowledge Model (PKM), and the Theory of Planned Behavior (TPB) to explain consumers' purchase intention in the context of local skincare products sold through e-commerce. From a managerial perspective, the findings suggest that local skincare companies and e-commerce platforms should prioritize the management of credible, authentic, informative, and transparent online reviews to strengthen consumer attitude, build trust, and ultimately enhance purchase intention.