Online Consumer Review in Building Willingness to Buy for Consumers of Food Products in Marketplaces during the Covid-19 Pandemic

B. Widjajanta; Lisnawati Lisnawati; Agus Rahayu; Lili Adi Wibowo; Cindy Maharani Hartono

doi:10.2991/aebmr.k.220701.070

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Online Consumer Review in Building Willingness to Buy for Consumers of Food Products in Marketplaces during the Covid-19 Pandemic

Authors

B. Widjajanta¹^{, *}, Lisnawati Lisnawati², Agus Rahayu³, Lili Adi Wibowo⁴, Cindy Maharani Hartono⁵

¹Universitas Pendidikan Indonesia

²Universitas Pendidikan Indonesia

³Universitas Pendidikan Indonesia

⁴Universitas Pendidikan Indonesia

⁵Universitas Pendidikan Indonesia

^*Corresponding author. Email: bambangwidjajanta@upi.edu

Corresponding Author

B. Widjajanta

Available Online 12 July 2022.

DOI: 10.2991/aebmr.k.220701.070 How to use a DOI?
Keywords: Online Review; Online Rating; Willingness to Buy
Abstract: Online shopping is one of the alternatives that people do during the COVID-19 pandemic. Food and health equipment are products that are experiencing an increase in online transactions. Willingness to buy when consumers have confidence in the product, and when they want to shop online, consumers usually consider online consumer reviews and online consumer ratings available in the marketplace, which provide information about the product and recommendations from the consumer’s perspective. That is, willingness to buy can be made through online consumer reviews and online consumer ratings. This study aims to obtain (1) an overview of online consumer reviews (2) online consumer ratings (3) a description 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 availability. Based on the objectives, this research is classified into descriptive and verification types. The sample in this study was 200 respondents who were collected using purposive sampling method. The analysis technique used is the Structure Equation Model (SEM). The results showed that the description of online consumer reviews was in the fairly good category, online consumer ratings were in the fairly good category, and availability was in the fairly good category.
Open Access: This is an open access article distributed under the CC BY-NC 4.0 license.

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Volume Title: Proceedings of the 6th Global Conference on Business, Management, and Entrepreneurship (GCBME 2021)
Series: Advances in Economics, Business and Management Research
Publication Date: 12 July 2022
ISBN: 978-94-6239-590-9
ISSN: 2352-5428
DOI: 10.2991/aebmr.k.220701.070 How to use a DOI?
Open Access: This is an open access article distributed under the CC BY-NC 4.0 license.

Cite this article

ris enw bib

TY  - CONF
AU  - B. Widjajanta
AU  - Lisnawati Lisnawati
AU  - Agus Rahayu
AU  - Lili Adi Wibowo
AU  - Cindy Maharani Hartono
PY  - 2022
DA  - 2022/07/12
TI  - Online Consumer Review in Building Willingness to Buy for Consumers of Food Products in Marketplaces during the Covid-19 Pandemic
BT  - Proceedings of the 6th Global Conference on Business, Management, and Entrepreneurship (GCBME 2021)
PB  - Atlantis Press
SP  - 363
EP  - 372
SN  - 2352-5428
UR  - https://doi.org/10.2991/aebmr.k.220701.070
DO  - 10.2991/aebmr.k.220701.070
ID  - Widjajanta2022
ER  -

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