Online Consumer Review and Online Consumer Review in Building Willingness To Buy for Consumers of Food Products in Market Places during the Covid-19 Pandemic
B. Widjajanta- L. Lisnawati- A. Rahayu- L.A. Wibowo- C.M. Hartono

Universitas Pendidikan Indonesia

Abstract

During the Covid-19 pandemic, there was an increase inshopping online for a number of products, especially health products and food products, willingness to buy arises when consumers have confidence in these products to build consumer confidence when they want to shop online, consumers usually consider online consumer reviews and online consumer ratings. available in the marketplace it provides information about products and recommendations from a consumer perspective. Willingness to Buy can be created through online consumer reviews and online consumer ratings. This study aims to obtain (1) an overview of online consumer reviews (2) an overview of online consumer ratings (3) an overview of willingness to buy (4) the magnitude of the influence of online consumer reviews on willingness to buy (5) the magnitude of the influence of online consumer reviews on willingness to buy.. The type of research used is descriptive verification. The method used is Purposive sampling with a sample size of 200 respondents. The analysis technique used is Structure Equation Model (SEM). with the help of software with the help of IBM SPSS AMOS version 26.0 for Windows, simultaneous and partial hypothesis testing is carried out usinganalysis techniques Structure Equation Model (SEM). The findings of this study indicate that thedescription online consumer review is in the fairly good category, the online consumer rating is in the fairly good category and willingness to buy is in the fairly good category.

Keywords: Online review, Online Rating, and willingness to buy

Topic: Marketing Management