Pengaruh Motivasi Informasi Daring (OIM) dan Rating Produk Terhadap Minat Membeli Produk Gawai Mahasiswa di Tokopedia Melalui Kepuasan Daring (e-satisfaction)

Abstract

Online Shop or e-commerce, currently has become a trend platform for the people in the world to do business and shopping. The development of technologies such as the Internet has succeeded in shifting or changing people shopping behavior who were previously active shopping by offline to become actively online. This behavior shift makes online shop developers emerging, one of them is Tokopedia. But the main problem faced is trust and risk factors that influence purchasing decisions by users, which in this research are university students, as the largest internet user in Indonesia. The gadget product sold on Tokopedia is the focused product to be examined. The developers created e-wom features, such as discussion columns and product reviews also product ratings to minimize the risk factors and increase user trust towards Online Shop. This research aims to see how far the influence of the user's online information motivation and product rating on the interest in buying gadget products by students at Tokopedia which is mediated by online satisfaction. This study uses the Expectancy value model from the Uses and Gratification (UGT) theory. The sample respondents used were 120 Diponegoro University students from 4 different education strata groups and 10 different faculties in the undergraduate strata group. The results of this research are, there is a strong and positive influence between the motivation of online information and product ratings on the interest in buying gadget products by students at Tokopedia through online satisfaction (R = 0.740; 𝑅2 = 54.7%). As mediation variable, online satisfaction shows a full mediation correlation when the independent variable (online motivation and product rating) is mediated by this variable. It can be proven that the level of user purchasing decisions on gadget products is strongly influenced by the amount of gratification obtained by users at online information motivation and product ratings through online satisfaction. In conclusion, we as users and developers can pay attention more to things that can increase user online satisfaction which are considered to have great influence and share in determining the people decision to buying the product and accessing the site. Online satisfaction can be obtained from the provision of features or online facilities that can reduce risk and increase user satisfaction and trust