{"id":3103,"date":"2018-07-12T12:17:15","date_gmt":"2018-07-12T05:17:15","guid":{"rendered":"http:\/\/binus.ac.id\/malang\/?p=3103"},"modified":"2018-07-12T12:17:15","modified_gmt":"2018-07-12T05:17:15","slug":"efektifitas-dalam-bingkai-online-shopping","status":"publish","type":"post","link":"https:\/\/binus.ac.id\/malang\/2018\/07\/efektifitas-dalam-bingkai-online-shopping\/","title":{"rendered":"Efektifitas dalam Bingkai Online Shopping"},"content":{"rendered":"<p>Oleh: Frederik Gasa, S.IP., M.Si.<\/p>\n<p><em>\u00a0<\/em><\/p>\n<p><em>Artikel ini berangkat dari penelitian bersama penulis dan ketiga teman seperjuangan dalam Program Pascasarjana Ilmu Komunikasi UI (Mas Erwin, Mas Andri, dan Mba Wiena)<\/em><\/p>\n<p>&nbsp;<\/p>\n<p>Pada Maret 2014, Global Web Index, sebuah perusahaan riset yang meneliti pasar konsumen digital merilis grafik negara-negara pengguna internet terbanyak dan perkembangan jumlah pengguna paling pesat di dunia dalam lima tahun terakhir<a href=\"#_ftn1\" name=\"_ftnref1\"><sup>[1]<\/sup><\/a>. Indonesia menduduki urutan kedua dalam peningkatan pengguna internet paling pesat di dunia, yakni sebesar 430% dalam lima tahun terkahir. Berdasarkan grafik proyeksi pengguna internet Indonesia keluaran APJII Tahun 2013, Ketua Umum APJII Semuel A. Pangerapan juga mengungkapkan bahwa dari tahun 2013, jumlah pengguna internet di Indonesia terus meningkat mencapai 28% dari jumlah penduduk Indonesia yang sebanyak 248 juta orang. Angka tersebut diprediksi akan terus tumbuh menjadi 107 juta pada tahun 2014 dan 139 juta atau 50% dari total populasi pada 2015.<a href=\"#_ftn2\" name=\"_ftnref2\">[2]<\/a> Pada 2013, Badan Pusat Statistik (BPS) bekerja sama dengan APJII melaporkan angka persebaran pola penggunaan internet di Indonesia, dimana aktivitas mencari, menerima pemesanan, dan membeli barang\/jasa menduduki peringkat tiga, tujuh, dan sembilan.<\/p>\n<p>Survey dari <strong><em>Brand &amp; Marketing Intitute <\/em><\/strong><strong>(BMI) <em>Research <\/em>juga<\/strong> mencatat total transaksi kegiatan belanja <em>online <\/em>di Indonesia pada 2014 mencapai Rp 21 Triliun. <em>BMI Reasearch Head,<\/em> Yoanita Shinta Devi bahkan memprediksi nilai total transaksi tahun 2015 akan meningkat dua kali lipat lebih hingga mencapai Rp50 triliun.<a href=\"#_ftn3\" name=\"_ftnref3\">[3]<\/a> Lebih lanjut, hasil survei BMI <em>Research <\/em>menyebutkan 10 <em>brand online shop<\/em>\u00a0dengan tingkat\u00a0<em>awareness <\/em>tertinggi sepanjang tahun 2014, yaitu OLX, Lazada, Berniaga.com, Facebook, Zalora, Blackberry, Traveloka.com, Tokopedia, Elevenia, dan Instagram.<\/p>\n<p>Transaksi <em>online<\/em> menarik bagi kebanyakan orang tentu karena adanya banyak faktor. Widya Andhika Aji (2013) dalam penelitiannya menganalisis pengalaman komunikasi dan pemahaman penerimaan konsumen terkait pesan komunikasi pemasaran dalam berbelanja di <em>zalora.co.id.<\/em> Pesan yang ditangkap informan antara lain adalah efektif dan praktis karena dapat bertransaksi langsung dan mudah tanpa tatap muka, tampilan web yang menarik membuat ingin berbelanja, serta diskon yang besar membuat konsumen \u201cterikat\u201d dan menjadi semakin tertarik untuk berbelanja.<\/p>\n<p>Penelitian Albert dan Hersinta (2013) juga mengungkapkan faktor-faktor yang mempengaruhi perilaku kelompok konsumen usia muda dalam berbelanja <em>online<\/em> di Facebook, antara lain kenyamanan, pelayanan (kelengkapan, keamanan, dan harga yang kompetitif), dan keunikan produk. Hasil penelitian tersebut juga menyatakan bahwa persepsi konsumen dalam berbelanja <em>online<\/em> didasarkan pada referensi dan rekomendasi teman. Dari dimensi emosional, pengalaman positif dalam berbelanja <em>online<\/em> akan mempengaruhi intensinya untuk berbelanja <em>online<\/em> lebih banyak pada masa mendatang. Saat ini penggunaan media sosial <em>online<\/em> seperti Instagram sebagai <em>lifestyle sharing media<\/em> dan <em>visual branding<\/em> meningkatkan preferensi pembeli untuk belanja atau berkunjung ke akun-akun yang menjual barangnya. Kemudahan akses hanya menggunakan <em>smartphone<\/em> menjadi alasan lain ramainya transaksi <em>online<\/em> yang dilakukan melalui media sosial <em>online<\/em>.<\/p>\n<p>Imam Syafganti pada 2007 melakukan penelitian kuantitatif untuk melihat pola hubungan faktor-faktor yang mempengaruhi perilaku belanja <em>online<\/em> pada komunitas pendidikan tinggi. Adapun faktor-faktor yang diteliti adalah <em>internet self efficacy, innovativeness, perceived risk<\/em>, dan <em>internet use<\/em>. Hasilnya adalah bahwa pengaruh langsung yang signifikan hanya terdapat pada <em>innovativeness, perceived risk<\/em>, dan <em>internet use<\/em> terhadap perilaku belanja <em>online<\/em>, dengan <em>innovativeness <\/em>sebagai variabel paling kuat dan <em>perceived risk<\/em> menunjukkan arah hubungan terbalik terhadap perilaku belanja <em>online<\/em>.<\/p>\n<p>&nbsp;<\/p>\n<p>&nbsp;<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Oleh: Frederik Gasa, S.IP., M.Si. \u00a0 Artikel ini berangkat dari penelitian bersama penulis dan ketiga teman seperjuangan dalam Program Pascasarjana Ilmu Komunikasi UI (Mas Erwin, Mas Andri, dan Mba Wiena) &nbsp; Pada Maret 2014, Global Web Index, sebuah perusahaan riset yang meneliti pasar konsumen digital merilis grafik negara-negara pengguna internet terbanyak dan perkembangan jumlah pengguna [&hellip;]<\/p>\n","protected":false},"author":16,"featured_media":0,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[133],"tags":[],"class_list":["post-3103","post","type-post","status-publish","format-standard","hentry","category-communication"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v23.5 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>Efektifitas dalam Bingkai Online Shopping | BINUS UNIVERSITY MALANG | Pilihan Universitas Terbaik di Malang<\/title>\n<meta name=\"description\" content=\"BINUS University Malang Merupakan Universitas Terbaik di Malang dengan Program Computer Science, Entrepreneurship Bussiness Creation, Computer Science, Interior Design, Communication, Public Relations, Visual Communication Design.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" 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