HOW THE ONLINE CUSTOMER REVIEW RELATES TO THE CUSTOMER EXPERIENCE IN BUYING THE BRAND

• Main Author: Pandya Wicaksana Gara, Gd
• Format: Final Project
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/49580
• Institution: Institut Teknologi Bandung

In this current globalization era, internet usage and users are increasing rapidly. All age level, from children to adults are using internet to obtain information. The information searched is various, including the information about a product that they desire to purchase. Currently, many conventional shops proceed into online shops. The existence of online shop eases the customer to obtain information about the product that they want to purchase. From the obtained information, customers are able to see the detail information about certain product as well as see other customers’ reviews. Those reviews are a reflection of customers’ experience who have purchased the product. The reviews given can be positive or negative, depending on the experience gained by the customers when purchasing the product. Thus, many online shops utilize the review feature, or known as online customer review. One of online shopping platforms that uses this feature is Tokopedia. Nowadays, Tokopedia is one of the most widely used online platforms by the public. This research focused on online customer review in online shop, specifically in Tokopedia because online customer review can provide information to customers about the online shop’s rating. Moreover, online customer reviews also provide customers' perspectives about the online shop and present their experiences when purchasing products. It makes other customers easier to see these reviews and help them decide whether purchasing the product or not. Online customer review is also a reflection of customer satisfaction after buying the product. This customer satisfaction can be seen from the ratings they give for the purchased items. Furthermore, customer satisfaction is strongly related to experience gained by the customers when buying the product as their shopping experience affects the customers’ satisfaction. Therefore, this study used one independent variable, namely: customer experience. The dependent variables of this study were customer satisfaction and online customer reviews. In order to obtain the relationship between online customers review with customer experience and customer satisfaction, this study implemented Classical Assumption Test and Multiple Linear Regression Methods. Based on the research that had been conducted, the results show that customer experience and customer satisfaction have a significant relationship to online customer reviews in purchasing a product in an online shop. Hence, online customer reviews can be considered by customers before deciding to buy the product. Since this study only examined one online platform and implemented quantitative method, the further research is suggested to examine other online platforms and implement mix method (quantitative and qualitative) to assure that the obtained data is accurate with the real condition through depth interview. The further research is also suggested to use different measuring instruments in order to obtain a profound and precise information.