Perbedaan Persepsi Risiko Konsumen Dalam Pembelian Produk Fashion Toko Daring Ditinjau Dari Sifat Electronic Word of Mouth (eWOM)
(1) Universitas Negeri Makassar
(2) Universitas Negeri Makassar
(3) Universitas Negeri Makassar
(*) Corresponding Author
Abstract
Berbelanja daring dianggap berisiko karena konsumen tidak dapat melihat barang yang akan dibeli secara langsung, sehingga memunculkan persepsi risiko terhadap produk. Persepsi risiko dipengaruhi oleh beberapa faktor, salah satunya ulasan dari pembeli sebelumnya (electronic word of mouth). Penelitian ini bertujuan untuk mengetahui perbedaan persepsi risiko konsumen ditinjau dari sifat electronic word of mouth (eWOM) yang diterima tiap kelompok. Sifat eWOM dalam penelitian ini, yaitu positif, negatif, dan netral. Partisipan penelitian adalah perempuan (15-32 tahun) yang pernah berbelanja daring produk fashion dan pernah mengalami pengalaman tidak menyenangkan saat berbelanja daring (N=57). Hasil uji Kruskal-Wallis menunjukkan bahwa ada perbedaan yang signifikan terhadap persepsi risiko konsumen ditinjau dari sifat eWOM yang diberikan p=0,029 (p<0,05). Hasil uji Mann-Whitney menunjukkan bahwa ada perbedaan persepsi risiko yang signifikan antara kelompok yang mendapatkan eWOM positif - negatif dan kelompok negatif - netral, namun tidak ada perbedaan persepsi risiko yang signifikan pada kelompok yang mendapatkan eWOM positif - netral. Penelitian ini memberi kontribusi pada bidang bisnis jual-beli toko daring terkait sifat eWOM dan persepsi risiko konsumen khususnya dalam pengelolaan marketing dan pemasaran untuk menarik konsumen berbelanja daring.
Kata Kunci: Electronic word of mouth, Persepsi risiko, Sifat eWOM
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