Authors : Tanti Stevany Andriani; Erna Sofriana Imaningsih; Dudi Permana; Mas Wahyu Wibowo
Volume/Issue : Volume 8 - 2023, Issue 7 - July
Google Scholar : https://bit.ly/3TmGbDi
Scribd : https://tinyurl.com/4fb2p8fh
DOI : https://doi.org/10.5281/zenodo.8223282
The occurrence of the Covid-19 pandemic has
had an impact on changes in consumer behavior. There
has been a shift in the marketplace from offline to online,
consumers no longer make the purchase process directly,
but use digital platforms, namely through online
shopping. However, there are often doubts and risk
factors for the product to be purchased, which can
hinder the next purchase process. Therefore companies
need to think about a marketing strategy to minimize
this risk by involving the role of social media which is an
important means of communication in the post-
pandemic era. Reviews given by other consumers will be
useful for other potential customers, as well as
information regarding products purchased and product
quality based on reviews from other consumers. Online
reviews on social media will be able to increase the
intention of potential consumers, especially for MSME
products that are still unknown to the wider community
and have low sales growth. Based on this phenomenon
and previous research related to consumer intention, this
study aims to examine and analyze the effect of usability,
information needs, and quality of online reviews on
consumer intentions through the role of social media on
MSME products in the Post-Pandemic period. The
research population is all generations of e-commerce in
Indonesia. The sampling technique was carried out using
a purposive sampling technique and the analytical
method uses a Partial Least Square based Structural
Equation Model.
Keywords : Quality of E-Wom; Information Usefulness; Needs of Information; Social Media Usage; Purchase Intention.