ANALISIS ASIMETRIS INFORMASI: PERILAKU KONSUMEN PADA PASAR ONLINE

Setyo Budiutono

doi:10.23969/oikos.v7i2.8692

Authors

Setyo Budiutono Universitas Pasundan

DOI:

https://doi.org/10.23969/oikos.v7i2.8692

Keywords:

asimetri informasi, perilaku konsumen, pasar online, kualitas produk, reputasi penjual, ulasan pengguna.

Abstract

ABSTRAK Penelitian ini bertujuan untuk menganalisis asimetri informasi dalam konteks perilaku konsumen di pasar online. Asimetri informasi terjadi ketika salah satu pihak memiliki akses yang lebih baik atau informasi yang lebih lengkap daripada pihak lain. Dalam pasar online, konsumen sering kali menghadapi keterbatasan informasi tentang produk atau penjual yang dapat mempengaruhi perilaku konsumen.Studi ini menggunakan pendekatan analisis untuk menjelajahi bagaimana asimetri informasi memengaruhi perilaku konsumen dalam pasar online. Melalui penelusuran literatur dan pengumpulan data, penelitian ini memperoleh wawasan tentang perilaku konsumen dalam mencari informasi, memilih produk, dan berinteraksi dengan penjual di lingkungan online.Hasil analisis menunjukkan bahwa asimetri informasi dapat memiliki dampak signifikan pada perilaku konsumen di pasar online. Konsumen seringkali mengandalkan sinyal dan tanda-tanda kualitas produk serta reputasi penjual untuk mengurangi ketidakpastian informasi. Konsumen juga dapat memanfaatkan ulasan pengguna dan rekomendasi untuk membuat keputusan pembelian yang lebih informasi.Selain itu, penelitian ini juga mengidentifikasi faktor-faktor yang dapat mempengaruhi perilaku konsumen dalam menghadapi asimetri informasi di pasar online. Faktor seperti kepercayaan, pengalaman sebelumnya, dan keandalan platform perdagangan elektronik dapat memainkan peran penting dalam membangun keyakinan konsumen dan mengatasi ketidakpastian informasi.Dengan memahami asimetri informasi dan perilaku konsumen di pasar online, penelitian ini dapat memberikan pandangan yang berharga bagi pelaku pasar, penjual, dan platform perdagangan elektronik. Temuan ini dapat digunakan untuk mengembangkan strategi pemasaran yang lebih efektif, meningkatkan kepercayaan konsumen, dan memfasilitasi pertukaran yang lebih efisien di pasar online. Kata Kunci: asimetri informasi, perilaku konsumen, pasar online, kualitas produk, reputasi penjual, ulasan pengguna.

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