Hasil dan kesimpulan dari penelitian ini dapat menjadi saran untuk kedepannya bagi e-commerce Bukalapak sehingga dapat meningkatkan kualitas dan kepercayaan terhadap PT Bukalapak itu sendiri. Analisis pada penelitian ini di dukung oleh data yang diperoleh. Adapun saran yang dapat diberikan kepada PT Bukalapak dan untuk peneliti lain adalah sebagai berikut.
1. Bagi PT Bukalapak
1. Menambahkan fitur-fitur untuk meningkatkan kredibilitas eWOM didalam Bukalapak, seperti menambahkan fitur foto dan video untuk meningkatkan kualitas dan kuantitas eWOM , sehingga dengan meningkatkan kualitas dan kuantitas diharapkan eWOM akan lebih terpercaya.
2. Membuat Giveaway kepada konsumen yang menulis ulasan secara baik dan benar sehingga diharapkan mampu meningkatkan kualitas eWOM dan meningkatkan ratting didalam platform.
3. Merubah tampilan Bukalapak secara berkala sehingga diharapkan dapat menarik konsumen untuk membaca eWOM di dalam Bukalapak.
2. Bagi penelitian selanjutnya
Keterbatasan utama penelitia ini adalah bahwa, walaupun terdapat 7 variabel dipilih sebagai faktor-faktor penentu eWOM yang dirasakan konsumen, hanya ada 5 yang terbukti memiliki pengaruh yang signifikan.
Ini mungkin karena konsumen biasanya lebih memperhatikan isi yang terdapat didalam informasi (kualitas informasi) dan mengabaikan kuantitas
eWOM dan keahlian yang dimiliki konsumen. Selain itu adanya kelonggaran didalam pertanyaan screening pada awal memberikan kuesioner. Dimana pertanyaan tersebut tidak di spesifikasi sehingga level expertise terlalu rendah. Hal ini karena pada awalnya penelitian ini mengasumsikan bahwa ponsel merupakan sebuah produk yang lazim di masyarakat. Ponsel sudah hampir menjadi kebutuhan bagi masyarakat, baik untuk kebutuhan sosial atau memang individu tersebut hobi akan mengganti teknologi. Maka dari itu tidak jarang masyarakat mengganti ponselnya secara berkala yang disesuaikan dengan kebutuhan dan kemajuan teknologi.
Saran yang dapat diberikan kepada peneliti yang ingin melakukan penelitian dengan tema serupa adalah peneliti selanjutnya dapat lebih memperkuat pertanyaan screening. Saran lainnya, dapat menggunakan tipe e-WOM lainya. Seperti yang telah diutarakan Yeap et al., (2014) bahwa terdapat beberapa tipe didalam eWOM, yaitu sosial networking site, Personal blog, dan instan messaging site.
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LAMPIRAN
Kuesioner Penelitian
Hasil Uji Validitas dan Reliabilitas (pre-test) 1. Source Credibility
Reliability Statistics Cronbach's
Alpha
N of Items
,753 3
KMO and Bartlett's Test
Kaiser-Meyer-Olkin Measure of Sampling Adequacy. ,610
Bartlett's Test of Sphericity
Approx. Chi-Square 26,023
Df 3
Sig. ,000
Anti-image Matrices
SC1 SC2 SC3
Anti-image Covariance
SC1 ,819 -,054 -,147
SC2 -,054 ,465 -,309
SC3 -,147 -,309 ,440
Anti-image Correlation
SC1 ,818a -,087 -,245
SC2 -,087 ,582a -,683
SC3 -,245 -,683 ,573a
a. Measures of Sampling Adequacy(MSA)
Component Matrixa
Component 1
SC1 ,673
SC2 ,875
SC3 ,898
Extraction Method:
Principal Component Analysis.
a. 1 components extracted.
2. EWOM Quantity
Reliability Statistics Cronbach's
Alpha
N of Items
,777 3
KMO and Bartlett's Test
Kaiser-Meyer-Olkin Measure of Sampling Adequacy. ,685
Bartlett's Test of Sphericity
Approx. Chi-Square 24,282
df 3
Sig. ,000
Anti-image Matrices
QT1 QT2 QT3
Anti-image Covariance
QT1 ,526 -,271 -,227
QT2 -,271 ,595 -,122
QT3 -,227 -,122 ,662
Anti-image Correlation
QT1 ,644a -,485 -,385
QT2 -,485 ,689a -,195
QT3 -,385 -,195 ,742a
a. Measures of Sampling Adequacy(MSA)
Component Matrixa
Component 1
QT1 ,874
QT2 ,834
QT3 ,801
Extraction Method:
Principal Component Analysis.
a. 1 components extracted.
3. EWOM Quality
Reliability Statistics
Cronbach's Alpha
N of Items
,819 4
KMO and Bartlett's Test
Kaiser-Meyer-Olkin Measure of Sampling Adequacy. ,680
Bartlett's Test of Sphericity
Approx. Chi-Square 50,745
df 6
Sig. ,000
Anti-image Matrices
QL1 QL2 QL3 QL4
Anti-image Covariance
QL1 ,460 -,257 -,051 ,018
QL2 -,257 ,389 -,132 ,018
QL3 -,051 -,132 ,377 -,276
QL4 ,018 ,018 -,276 ,529
Anti-image Correlation
QL1 ,700a -,607 -,122 ,036
QL2 -,607 ,684a -,344 ,039
QL3 -,122 -,344 ,684a -,618
QL4 ,036 ,039 -,618 ,647a
a. Measures of Sampling Adequacy(MSA)
Component Matrixa
Component 1
QL1 ,794
QL2 ,852
QL3 ,874
QL4 ,714
Extraction Method:
Principal Component Analysis.
a. 1 components extracted.
4. Consumer Involvement
Reliability Statistics Cronbach's
Alpha
N of Items
,916 4
KMO and Bartlett's Test
Kaiser-Meyer-Olkin Measure of Sampling Adequacy. ,816
Bartlett's Test of Sphericity
Approx. Chi-Square 85,170
df 6
Sig. ,000
Anti-image Matrices
CI1 CI2 CI3 CI4
Anti-image Covariance
CI1 ,253 -,127 -,026 -,019
CI2 -,127 ,165 -,109 -,095
CI3 -,026 -,109 ,345 -,035
CI4 -,019 -,095 -,035 ,469
Anti-image Correlation
CI1 ,809a -,623 -,088 -,056
CI2 -,623 ,729a -,458 -,342
CI3 -,088 -,458 ,874a -,088
CI4 -,056 -,342 -,088 ,913a
a. Measures of Sampling Adequacy(MSA)
Component Matrixa
Component 1
CI1 ,908
CI2 ,953
CI3 ,882
CI4 ,830
Extraction Method:
Principal Component Analysis.
a. 1 components extracted.
5. Consumer Expertise
Reliability Statistics Cronbach's
Alpha
N of Items
,923 3
KMO and Bartlett's Test
Kaiser-Meyer-Olkin Measure of Sampling Adequacy. ,727
Bartlett's Test of Sphericity
Approx. Chi-Square 67,214
df 3
Sig. ,000
Anti-image Matrices
CE1 CE2 CE3
Anti-image Covariance
CE1 ,375 -,112 -,044
CE2 -,112 ,184 -,145
CE3 -,044 -,145 ,219
Anti-image Correlation
CE1 ,850a -,425 -,153
CE2 -,425 ,664a -,722
CE3 -,153 -,722 ,707a
a. Measures of Sampling Adequacy(MSA)
Component Matrixa
Component 1
CE1 ,899
CE2 ,956
CE3 ,938
Extraction Method:
Principal Component Analysis.
a. 1 components extracted.
6. Recommendation Ratting
Reliability Statistics Cronbach's
Alpha
N of Items
,895 3
KMO and Bartlett's Test
Kaiser-Meyer-Olkin Measure of Sampling Adequacy. ,711
Bartlett's Test of Sphericity
Approx. Chi-Square 56,019
df 3
Sig. ,000
Anti-image Matrices
RR1 RR2 RR3
Anti-image Covariance
RR1 ,238 -,087 -,177
RR2 -,087 ,501 -,087
RR3 -,177 -,087 ,238
Anti-image Correlation
RR1 ,662a -,251 -,745
RR2 -,251 ,880a -,254
RR3 -,745 -,254 ,662a
a. Measures of Sampling Adequacy(MSA)
Component Matrixa
Component 1
RR1 ,936
RR2 ,858
RR3 ,936
Extraction Method:
Principal Component Analysis.
a. 1 components extracted.
7. Recommendation Consistency
Reliability Statistics Cronbach's
Alpha
N of Items
,897 4
KMO and Bartlett's Test
Kaiser-Meyer-Olkin Measure of Sampling Adequacy. ,741
Bartlett's Test of Sphericity
Approx. Chi-Square 74,629
df 6
Sig. ,000
Anti-image Matrices
RC1 RC2 RC3 RC4
Anti-image Covariance
RC1 ,307 -,183 -,083 -,024
RC2 -,183 ,288 ,064 -,119
RC3 -,083 ,064 ,411 -,200
RC4 -,024 -,119 -,200 ,276
Anti-image Correlation
RC1 ,773a -,616 -,233 -,082
RC2 -,616 ,711a ,187 -,422
RC3 -,233 ,187 ,730a -,595
RC4 -,082 -,422 -,595 ,747a
a. Measures of Sampling Adequacy(MSA)
Component Matrixa
Component 1
RC1 ,891
RC2 ,879
RC3 ,815
RC4 ,912
Extraction Method:
Principal Component Analysis.
a. 1 components extracted.