PENGEMBANGAN MODEL PENERIMAAN INFORMASI (IACM) DENGAN RANKING PRODUK PADA APLIKASI GOFOOD

Reynaldi Dwi Junianta; Sri  Setyo Iriani; Harti

doi:10.24252/assets.v12i2.33417

Reynaldi Dwi Junianta Universitas Negeri Surabaya
(ID)
Sri Setyo Iriani
(ID)
Harti
(ID)

DOI: https://doi.org/10.24252/assets.v12i2.33417

Keywords: Information Acceptance Model, Product Ranking, Purchase Intention, EWOM

Abstract

Penelitian ini bertujuan untuk mengidentifikasi serta menganalisis pengaruh ulasan dan bintang terhadap niat beli pengguna aplikasi GoFood. Hal ini didasarkan dari keputusan GoFood untuk menambahkan fitur ulasan pada aplikasinya. Penelitian ini mengembangkan model penerimaan informasi (IACM) dengan menambahkan ranking produk untuk menjawab tujuan penelitian. Model penerimaan informasi yang masih relatif baru dapat dikembangkan dan perlu diuji secara empiris. Metode penelitian ini menggunakan pendekatan kuantitatif dengan melakukan Analisa menggunakan AMOS. Penelitian ini menemukan bahwa ulasan dan bintang mempengaruhi niat beli pengguna aplikasi GoFood. Pengguna aplikasi cenderung mengabaikan kredibilitas ulasan pada platform terpercaya seperti GoFood. Bintang secara parsial tidak dapat mempengaruhi niat beli, namun dengan berinteraksi bersama ulasan melalui adopsi informasi, dapat mempengaruhi niat beli. Ulasan yang tersedia tidak begitu saja digunakan oleh konsumen dalam proses keputusan pembelian. Ulasan akan digunakan ketika konsumen menemukan produk yang tidak begitu dikenal. Ulasan dan bintang penting untuk meningkatkan niat beli konsumen terutama dalam situasi konsumen tidak mengenali produk yang dipesan.

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