Pengaruh Penilaian Produk dan Testimoni Pelanggan terhadap Keputusan Pembelian di Platform E-commerce Bukalapak di Indonesia
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Abstract
Studi kuantitatif ini menyelidiki dinamika perilaku konsumen di platform e-commerce Bukalapak di Indonesia, dengan fokus pada dampak peringkat produk dan testimoni pelanggan terhadap keputusan pembelian. Sampel yang beragam dari pengguna aktif Bukalapak berpartisipasi dalam penelitian ini, memberikan wawasan tentang demografi mereka, persepsi tentang peringkat produk, kepercayaan terhadap testimoni, dan pengaruh konten emosional. Penelitian ini menggunakan analisis korelasi dan regresi untuk mengungkap hubungan yang signifikan di antara variabel-variabel tersebut. Temuan ini menyoroti peran penting peringkat produk dalam membentuk kepercayaan pengguna dan memengaruhi keputusan pembelian. Selain itu, penelitian ini menekankan pengaruh moderasi dari testimoni pelanggan, terutama yang memiliki daya tarik emosional. Hasil penelitian ini berkontribusi pada pemahaman yang lebih luas tentang dinamika e-commerce, menawarkan wawasan praktis untuk platform seperti Bukalapak yang ingin mengoptimalkan keterlibatan dan kepuasan pengguna dalam konteks sosial-budaya yang unik di Indonesia.
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