How Do Online Reviews on YouTube Construct Perception?
DOI:
https://doi.org/10.61100/adman.v1i3.95Keywords:
Review, Perception, ElectronicsAbstract
Online reviews are a step to communicate various brands or products. Product reviews usually contain product features, advantages, and disadvantages, as well as other products for comparison. Electronic product reviews conducted online on YouTube channels are the object of this research. With certain criteria, five videos were obtained as review objects that will be studied in this research. The 458 dataset of audience comments on this review will be studied qualitatively using machine learning in the form of software of Nvivo, as well as internet ethnography and pragmatics. From the analysis results, it is known that each electronic product review video provides positive, negative or neutral perceptions and attitudes from the audience. Audience sentiment is formed from product features, images of reviewers, how it was reviewed, and product image. By the limitation of the research, it needs to be developed further with different methods and objects to provide more input to producers or reviewers.
References
Widi, Shilvina. (2023). There will be 167 million Social Media Users in Indonesia in 2023 at https://dataindonesia.id/internet/detail/user-media-social-di-indonesia-167-juta-pada-2023
Annur, Cindy Mutia. (2023). Youtube users in Indonesia rank fourth in the world in early 2023 at https://databoks.katadata.co.id/datapublish/2023/02/28/user-youtube-di-indonesia-peringkat-keempat-most-di-dunia -at-early-2023 accessed on March 3, 2023
Handayani, F. P., & Merdekawati, I. (2019). Policy for Using Online Media on the Kompas TV Website and YouTube to Distribute Kompas TV "Exclusive Digital" Content. Journal of Journalism Studies, 2(2). https://doi.org/10.24198/jkj.v2i2.21361
Santika, Erlina F. (2023) https://databoks.katadata.co.id/datapublish/2023/06/15/deretan-youtuber-dengan-estimasi-penghasilan-tertinggi-di-indonesia-2023-siapa-juaranya
Nur'aini, Alfi. (2021). Youtube Monetization Maqashidi Tafsir Perspective. Journal of Religious Research 22, no. 1 (17 June 2021): 65–86. https://doi.org/10.24090/jpa.v22i1.2021.pp65-86.
Wijaya, Johan Eka Dn and Jumdapi Okta. (2021). Utilization of the YouTube Website as a Promotional Vehicle and Source of Additional Income for the Village Government. FORDICATE 1, no. 1 (22 November 2021): 99–108, https://doi.org/10.35957/fordicate.v1i1.1629.
Helianthusonfri, J. (2016). YouTobe Marketing A Practical and Complete Guide to Learning Marketing Via YouTube. Jakarta: PT. Elex Media Komputindo
Ulhab, Nafidal and Amirulmukminin. (2022). The Influence of Online Customer Reviews and Online Customer Ratings on Purchasing Decisions through the Shopee Marketplace (Case Study in the Community of Bolo Subdistrict, Bima Regency). PenKoMi Journal: Education and Economic Studies 5(2) June 2022 pp.132-142
Mawa, Sayyidati Fatihatul and Iwan Fahri Cahyadi. (2021). The Influence of Price, Online Customer Reviews and Ratings on Buying Interest at Lazada. BUSINESS: Journal of Islamic Business and Management P-ISSN: 2442-3718, E-ISSN: 2477-5533 Volume 9 (2). Pp. 253-278 https://journal.iainkudus.ac.id/index.php/Bisnis/index http://dx.doi.org/10.21043/bisnis.v9i2.11901
Mulyani, V. G. ., Najib, M. F., & Guteres, A. D. . (2021). The Effect of Perceived Usefulness, Trust and Visual Information toward Attitude and Purchase Intention. Journal of Marketing Innovation (JMI), 1(1). https://doi.org/10.35313/jmi.v1i01.12
Ramadhani, Tiara and Vicky F. Sanjaya. 2020. The Influence of Ratings and Online Consumer Reviews on Buying Interest with Trust as a Mediator in Marketplaceshopee from an Islamic Economic Perspective (Study on Students at Raden Intan State Islamic University, Lampung). Revenue Journal of Islamic Business Management 2(2) pp.155-174
Aslam, Wajeeha, Anans Husain, and Kashif Farhan, and Imtiaz Arif. 2020. Underlying Factors Influencing Consumers: Trust and Loyalty in E-commerce. Business Perspectives and Research 8(2): 186-204
Choi, Woojin & Lee, Yuri. (2019). Effects of fashion vlogger attributes on product attitude and content sharing. Fashion and Textiles. 6. 10.1186/s40691-018-0161-1.
Tsun-Yu Huang, Wen-Kuo Chen, Chien-Wen Chen, Andri Dayarana K. Silalahi. (2022). Understanding How Product Reviews on YouTube Affect Consumers' Purchase Behaviors in Indonesia: An Exploration Using the Stimulus-Organism-Response Paradigm. Human Behavior and Emerging Technologies, vol. 2022, Article ID 4976980, 19 pages, 2022. https://doi.org/10.1155/2022/4976980
Zhafira Zhafarina, Sri Mulatsih. (2022). Attitude Realization In Phone Review Youtube Video: An Appraisal Analysis. Proceedings of International Seminar on Translation, Applied Linguistics. Literature and Cultural Studies
Mironova, E. (2016). Audience's behavior and attitudes towards lifestyle video blogs on Youtube (Dissertation, Malmö högskola/Kultur och samhälle). Retrieved from https://urn.kb.se/resolve?urn=urn:nbn:se:mau:diva-21639
Maria, R., Umayah, R. U., Mahardinny, S., Kalana, D., & Saputra, D. D. (2023). Sentiment Analysis of Public Perceptions of the Use of the My Pertamina Application on Twitter Social Media Using the Naïve Bayes Classifier Method. Antarctic Computer Journal, 1(1), 1–10. Retrieved from https://ejournal.mediaantartika.id/index.php/jka/article/view/1
Juanita, Safitri. (2020). Sentiment Analysis of Public Perceptions of the 2019 Election on Twitter Social Media Using Naive Bayes. Budidarma Media Informatics Journal. 4. 552. 10.30865/Mib.V4i3.2140.
Permatasari, Linawati, and Lie Jasa. 2021. Survey on Sentiment Analysis on Social Media. Electrical Technology Scientific Magazine, (20) 2, July - December 2021 DOI: https://doi.org/10.24843/MITE.2021.v20i02.P01
Miftahuddin, Asep, et al. (2023). Public Perception of Halal Industry Development Trends on Social Media: Analysis of Responses in Indonesia. Responsive: Journal of Thought and Research in the Fields of Administration, Social, Humanities and Public Policy, 5(4): 233
Panuntun, Bagus, et al. 2023. Text Analysis of Telemedicine Reporting in Indonesia: Sentiment, NER, Topic Modeling, and Social Network Approaches in Understanding Issues and Perceptions. Indonesian of Health Information Management Journal (INOHIM) Vol.11, No.1, June 2023, p.56-67, DOI:10.47007/inohim.v11i1.500
Moldovan Răzvan A. & Ciornea Raluca, 2019. The Effect of Online Unpaid Reviews made by Renowned Vloggers: the Case of Smartphones. Marketing – from Information to Decision Journal, Sciendo, vol. 2(2), pages 18-34, December.
Noyes, K. (2015). Why big data isn't always the answer. Computerworld. Retrieved from http://www.infoworld.com/article/2973614/big-data/why-big-data-isnt-always-the-answer.html
Skågeby, J. (2015). Interpreting online discussions: Connecting artifacts and experiences in user studies. The Qualitative Report, 20(1), 115-129.
Vicente-Marino, Miguel. (2014). "Audience research methods: Facing the challenges of transforming audiences". In G. Patriarche, H. Bilandzic, L. Jensen, Jacob& J. Jurisic. (Eds). Audience Research Methodologies: Between Innovation and Consolidation. London: Routledge. Page: 37-53.
Zellatifanny, Cut M., and Bambang Mudjiyanto. (2018) Description Research Types in Communication Science. Diacom, vol. 1, no. 2, 28 Dec. 2018, pp. 83-90.
Dahwilani, Dani M. (2021). Digital Platform Survey, These are the Most Wanted Electronic Items in the Marketplace https://www.inews.id/techno/elektronik/survei-platform-digital-ini-barang-elektronik-paling-dicari-di-marketplace
Rojas Rincón JS, Riveros Tarazona AR, Mejía Martínez AM, Acosta-Prado JC. Sentiment Analysis on Twitter-Based Teleworking in a Post-Pandemic COVID-19 Context. Social Sciences. 2023; 12(11):623. https://doi.org/10.3390/socsci12110623
Drus Z, Khalid H. (2019). Sentiment analysis in social media and its applications: Systematic literature review. Procedia Computer Science 161: 707-714
Helda, May and Fatmawati. (2023). TINDAK TUTUR EKSPRESIF DALAM KOLOM KOMENTAR INSTAGRAM. Jurnal Konfiks vol 10 (1).
Qu, Shuyang & Lamm, Alexa & Rumble, Joy & Telg, Ricky. (2017). The Effects of Online Video on Consumers' Attitudes Toward Local Food. Journal of Applied Communications. 101. 10.4148/1051-0834.1841.
W. Wahyuni, R. Ramli, and W. Mawardi, “Optimizing Employee Performance in Tapalang Health Center, Tapalang District, Mamuju Regency: The Interplay of Work Environment, Discipline, and Motivation,” Management Studies and Entrepreneurship Journal (MSEJ), vol. 4, no. 5, pp. 6786–6795, 2023.
Wahyun, “Pengaruh Etika Kerja Islami Terhadap Komitmen Organisasi Pada Bank Syariah Mandiri Kota Mamuju,” SEIKO : Journal of Management & Business, vol. 6, no. 1, pp. 346–354, 2023.
M. Aqil, H. K. Tjahjono, Muafi, and W. Prajogo, “The Impact of Psychological Contract Breach on Counterproductive Work Behavior Mediated by Organizational Trust and Work Engagement in State Civil Apparatus,” Quality - Access to Success, vol. 24, no. 194, pp. 213–225, Jan. 2023, doi: 10.47750/QAS/24.194.25.
N. W. Dahri, H. K. Tjahjono, M. Muafi, and W. Prajogo, “The Influence of Workplace Envy on Turnover Intention: The Mediating Role of Negative Emotion and Perception of Injustice,” Quality - Access to Success, vol. 24, no. 193, pp. 28–38, Jan. 2023, doi: 10.47750/QAS/24.193.04.
Almita, M. Tahir, and M. N. Hajjad, “Employee Performance and the Impact of Workplace Facilities and Discipline,” Jurnal Manajemen Bisnis, vol. 10, no. 2, pp. 417–425, 2023.
N. E. Baso, I. Adinugroho, and Junaeda, “Pengaruh Brand Trust Dan Service Quality Terhadap Keputusan Pembelian Pada Toko Family Kabupaten Mamuju,” SEIKO : Journal of Management & Business, vol. 6, no. 2, pp. 326–333, 2023.
Hestiana, Muchtar, and Junaeda, “Pengaruh kualitas produk, harga dan promosi terhadap keputusan pembelian sepeda motor,” AKUNTABEL: Jurnal Akuntansi dan Keuangan, vol. 20, no. 3, pp. 338–349, 2023.
R. A. Lestari, R. Kaco, and Junaeda, “Pengaruh Lokasi, Harga Dan Pelayanan Terhadap Minat Beli Hunian Rumah Pada Puri Pesona Zarindah Di Kecamatan Simboro Kabupaten Mamuju,” SEIKO : Journal of Management & Business, vol. 6, no. 2, pp. 245–254, 2023.
A. Alwi, Muh. Ferils, and Junaeda, “Pengaruh kualitas produk dan kepercayaan konsumen terhadap keputusan pembelian,” FORUM EKONOMI, vol. 22, no. 2, pp. 334–342, 2020.
G. Ramadhan, Muh. Ferils, and Junaeda, “Pengaruh kepuasan kerja dan budaya kerja terhadap produktivitas kerja karyawan,” AKUNTABEL, vol. 18, no. 4, pp. 853–863, 2021.
I. P. Widiana S, Ramli S, and N. Asia, “Pengaruh Kualitas Produk Dan Harga Terhadap Keputusan Pembelian Pakaian Pada Toko Planet Kids Di Kabupaten Mamuju,” SEIKO : Journal of Management & Business, vol. 6, no. 2, pp. 326–333, 2023.
N. Asia, J. Kamarudin, and N. Fajariani, “Analisis laporan keuangan pada koperasi simpan pinjam,” INOVASI: Jurnal Ekonomi, Keuangan dan Manajemen, vol. 19, no. 1, pp. 133–142, 2023.
Haerati, Muh. Ferils, and I. Adinugroho, “Pengaruh kepemimpinan dan kompetensi pegawai terhadap kinerja pegawai,” FORUM EKONOMI: Jurnal Ekonomi, Manajemen dan Akuntansi, vol. 25, no. 4, pp. 667–678, 2023.
Adriansah, Ramli, and Muh. Ferils, “Examining The Impact Of Work Stress, Work Motivation, And Work Discipline On Employee Performance At PT. Manakarra Unggul Lestari In Leling Village, Tommo District, Mamuju Regency,” Management Studies and Entrepreneurship Journal, vol. 4, no. 5, pp. 6776–6785, 2023.
A. Kusrianto, I. Adinugroho, and Muh. Ferils, “The Influence of Place and Promotion on Purchasing Decisions at General Furniture Stores in Mamuju District,” SEIKO : Journal of Management & Business, vol. 6, no. 2, pp. 364–372, 2023.
M. Bachri, Muh. Ferils, and J. Kamarudin, “The Influence of Lifestyle, Brand Image and Word of Mouth on Purchasing Decisions of Oppo Brand Cellphones on Mamuju Muhammadiyah University Students,” SEIKO : Journal of Management & Business, vol. 6, no. 2, pp. 342–350, 2023.
G. Ramadhan, Muh. Ferils, and Junaeda, “Pengaruh kepuasan kerja dan budaya kerja terhadap produktivitas kerja karyawan,” AKUNTABEL, vol. 18, no. 4, pp. 853–863, 2021.
Muh. Ferils and Suharlina, “DETERMINAN KINERJA PEGAWAI PADA RUMAH SAKIT BHAYANGKARA HOEGENG IMAM SANTOSO KEPOLISIAN DAERAH PROVINSI SULAWESI BARAT,” Assets : Jurnal Ekonomi, Manajemen Dan Akuntansi, vol. 12, no. 2, pp. 262–280, 2022.
H. Acha, M. Sibgatullah, F. Furqan, K. Kurnia, and N. R. Febriandika, “Analysis Of Sharia Laundry Marketing Strategy In Mamuju District,” Perisai : Islamic Banking and Finance Journal, vol. 7, no. 1, pp. 36–54, Mar. 2023, doi: 10.21070/perisai.v7i1.1626.
H. Acha and K. Kurnia, “THE VOCABULARY MEMORISATION STRATEGY BEFORE ENTERING THE CLASSROOM AND THE USAGE OF THE MEMORISATION CARD,” ETERNAL (English, Teaching, Learning, and Research Journal), vol. 7, no. 2, pp. 456–470, 2021.
R. Novianti and A. Rajab, “ Rezki Novianti The Influence of Scientific Approach, Learning Motivation, and Student Responses on Statistical Learning Outcomes of STIE Muhammadiyah Mamuju Students,” aya Matematis: Jurnal Inovasi Pendidikan Matematika, vol. 8, no. 3, pp. 188–192, 2020.
H. Acha, “PROGRESSING STUDENTS’MOTIVATION IN LEARNING ENGLISH BY USING HYPNOSIS (HYPNOLEARNING) AT STUDENTS OF STAN 2 JILC PERINTIS MAKASSAR,” ETERNAL (English, Teaching, Learning, and Research Journal), vol. 5, no. 1, pp. 180–194, 2019.
F. Furqan and A. Hikmawan, “Reason and Revelation According to Harun Nasution and Quraish Shihab and its Relevance to Islam Education,” Al-Misbah (Jurnal Islamic Studies), vol. 9, no. 1, pp. 17–30, Apr. 2021, doi: 10.26555/al-misbah.v9i1.3890.
Ramli S, A. R. Mus, H. Damis, and A. Mahmud, “The Intervening of Purchase Decision Between Marketing Mix, Consumer Behaviour and Brand Image on Costumer Statisfaction,” Jurnal Manajemen Bisnis, vol. 8, no. 2, pp. 382–396, 2021.
Hasbullah and Ramli S, “Pengaruh budaya kerja, disiplin dan motivasi terhadap produktivitas kerja pegawai,” I N O V A S I, vol. 17, no. 4, pp. 645–652, 2021.
Ramli S and Hasbullah, “Pengaruh dimensi kualitas pelayanan terhadap kepuasan pemohon perizinan pada dinas penanaman modal dan pelayanan terpadu satu pintu (dpmptsp) kabupaten mamuju,” FORUM EKONOMI, vol. 23, no. 2, pp. 77–85, 2021.
Ramli S, “Kreativitas pelaku usaha, sosial media dan inovasi kemajuan teknologi terhadap keputusan pembelian smartphone,” AKUNTABEL: Jurnal Akuntansi dan Keuangan, vol. 20, no. 1, pp. 31–39, 2023.
A. Gunawan, T. Malik, J. D. Amory, Y. Yusriadi, Sjaid S Fais Assagaf, and L. Alfita, “The Influence of Soft Competency and Hard Competency on Internal Auditor Performance Through Work Motivation at PT. KB Finansia Multi Finance,” in Proceedings of the International Conference on Industrial Engineering and Operations Management, Sao Paolo, Brazil: IEOM Society International, 2021, pp. 3008–3016.
Downloads
Published
How to Cite
Issue
Section
License
Copyright (c) 2023 Journal of Contemporary Administration and Management (ADMAN)
This work is licensed under a Creative Commons Attribution-NonCommercial-ShareAlike 4.0 International License.
