Analysis of Higher Education Student’s Behavior Factors to Posting a Comment on E-Commerce with Stimulus Organism Response (SOR) Model

Abstract

Electronic commerce in Indonesia is built and continues to grow to help sales growth in order to make it easier for customers to make purchases efficiently and effectively. Customers also have the need to provide convenient feedback for the progress of e-commerce sites. The research was conducted using a quantitative research approach to obtain 457 respondents who higher education student actively gave their opinion in the form of review and comment. The research question in this study is: what factors of higher education student make reviews and comments on e-commerce sites? The results of this study are informativeness, social influence, and convenience very influences factors in the value for the customers that make the customer have a behavior to comment. The model used in this study is to use the Stimulus Organism Response (SOR) model to describe this research and discover the factors such as stimulus, organism, and response.