Analisis Peran Online Customer Review Dalam Memediasi Hubungan Online Customer Rexperience Terhadap Peningkatan Marketplace Rating

Utami Qaulan Tsaqila; Asep Muhamad Ramdan; Resa Nurmala

doi:10.31539/costing.v7i1.6366

Utami Qaulan Tsaqila Universitas Muhammadiyah Sukabumi
Asep Muhamad Ramdan Universitas Muhammadiyah Sukabumi
Resa Nurmala Universitas Muhammadiyah Sukabumi

DOI: https://doi.org/10.31539/costing.v7i1.6366

Abstract

Marketplace is one of the impacts from development of e-commerce systems in the world. Marketplace are in great demand by all types of groups because they are able to increase the effectiveness and efficiency of users in shopping online. Starting from the choice of goods with various prices, brands, quality, to easy and fast transaction and shipping processes. However, along with its development, competition between marketplace companies has become increasingly stringent, causing several companies to experience a decline due to newcomers offering new experiences. This research was made with the aim of knowing the extent to which the influence of online user experience (online customer experience) in increasing marketplace ratings through online customer reviews as a mediating variable. Quantitative research method with proportional random sampling technique is the research method used for this research. Data collection was carried out by distributing questionnaires to 250 respondents consisting of students who have used the Bukalapak application from each tertiary institution in the city of Sukabumi. The data analysis technique in this study used structural equation modeling (SEM) using AMOS software version 22. The final results of the study showed that there was a positive influence from online customer reviews in mediating the relationship between online customer experience and marketplace rating. Ratings on companies can increase if they succeed in creating the best experience for users after using online shopping applications.

Keywords: Marketplace, Marketplace Rating, Online Customer Experience, Online Review

Author Biography

Resa Nurmala, Universitas Muhammadiyah Sukabumi

Bilgihan, A., Kandampully, J., & Zhang, T. (Christina). (2016). Towards a unified customer experience in online shopping environments: Antecedents and outcomes. International Journal of Quality and Service Sciences, 8(1), 102â€“119. https://doi.org/10.1108/IJQSS-07-2015-0054

Elwalda, A., & Lu, K. (2014). The Influence of Online Customer Reviews on Purchase Intention: the Role of Non-numerical Factors. Proceedings of the LCBR European Marketing Conference, 1â€“13.

Engler, T. H., Winter, P., & Schulz, M. (2015). Understanding online product ratings: A customer satisfaction model. Journal of Retailing and Consumer Services, 27, 113â€“120. https://doi.org/10.1016/j.jretconser.2015.07.010

Farki, A., Baihaqi, I., & Wibawa, M. (2016). Pengaruh online customer review rating terhadap kepercayaan place di indonesia. 5(2).

Ghozali, I. (2017). Model Persamaan Struktural Konsep dan Aplikasi Dengan Program AMOS 24 (7th ed.). Badan Penerbit UNDIP.

Klaus, P. (2013). The case of Amazon . comâ€¯: towards a conceptual framework of online customer service experience ( OCSE ) using the em ... Related papers. Journal of Services Marketing.

Kotler, P., & Armstrong, G. (2021). Principles of Marketing (Eighteenth). Global Edition.www.pearsonglobaleditions.com

Leavy, P. (2017). Research Design. The Guilford Press A Division of Guilfoird Publication. www.guilford.com

Malhotra, N., Nunan, D., & Birks, D. (2017). Marketing Research An Applied Approach (Fifth Edit). Pearson Education Limited. www.pearson.com/uk

References

Bilgihan, A., Kandampully, J., & Zhang, T. (Christina). (2016). Towards a unified customer experience in online shopping environments: Antecedents and outcomes. International Journal of Quality and Service Sciences, 8(1), 102â€“119. https://doi.org/10.1108/IJQSS-07-2015-0054
Elwalda, A., & Lu, K. (2014). The Influence of Online Customer Reviews on Purchase Intention: the Role of Non-numerical Factors. Proceedings of the LCBR European Marketing Conference, 1â€“13.
Engler, T. H., Winter, P., & Schulz, M. (2015). Understanding online product ratings: A customer satisfaction model. Journal of Retailing and Consumer Services, 27, 113â€“120. https://doi.org/10.1016/j.jretconser.2015.07.010
Farki, A., Baihaqi, I., & Wibawa, M. (2016). Pengaruh online customer review rating terhadap kepercayaan place di indonesia. 5(2).
Ghozali, I. (2017). Model Persamaan Struktural Konsep dan Aplikasi Dengan Program AMOS 24 (7th ed.). Badan Penerbit UNDIP.
Klaus, P. (2013). The case of Amazon . comâ€¯: towards a conceptual framework of online customer service experience ( OCSE ) using the em ... Related papers. Journal of Services Marketing.
Kotler, P., & Armstrong, G. (2021). Principles of Marketing (Eighteenth). Global Edition. www.pearsonglobaleditions.com
Leavy, P. (2017). Research Design. The Guilford Press A Division of Guilfoird Publication. www.guilford.com
Malhotra, N., Nunan, D., & Birks, D. (2017). Marketing Research An Applied Approach (Fifth Edit). Pearson Education Limited. www.pearson.com/uk