Pengaruh Emotional Polarity, Argument Quality, dan Presentation Modality Terhadap Perceived Review Helpfulness dan Trust In Muslim Fashion Review Pada E-Commerce Shopee 

The Influence of Emotional Polarity, Argument Quality, and Presentation Modality on Perceived Review Helpfulness and Trust in Muslim Fashion Reviews on Shopee E-Commerce

Perkembangan teknologi digital memudahkan konsumen dalam berbelanja online, namun menimbulkan keraguan untuk produk yang ingin dibelinya. Untuk mengatasi hal ini, konsumen mengandalkan review online. Penelitian ini menguji pengaruh perbedaan emotional polarity, argument quality, dan presentation modality terhadap perceived review helpfulness dan trust in review pada fashion muslim di E-commerce Shopee menggunakan teknik analisis ANOVA dan uji regresi linear sederhana. Jenis penelitian ini menggunakan metode kuantitatif eksperimen. Hasil penelitian menunjukkan bahwa review dengan emotional mix-neutral, strong argument, dan rich modality lebih membantu daripada positive emotional, weak argument, dan lean modality. Selain itu, perceived review helpfulness berpengaruh terhadap trust in review. Pemasar dapat meningkatkan perceived review helpfulness dengan mendorong review yang terdiri dari detail positive dan negative produk, argumentasi kuat serta menggunakan modalitas tinggi.

Kata Kunci : Emotional Polarity, Argument Quality, Presentation Modality, Perceived Review Helpfulness, Trust In Review, Fashion Muslim, Online Customer Review

The development of digital technology makes it easier for consumers to shop online, but raises consumer doubts about the products they want to buy. To overcome this, consumers rely on online reviews. This study examines the effect of differences in emotional polarity, argument quality, and presentation modality on perceived review helpfulness and trust in reviews on Muslim fashion at Shopee E-commerce using ANOVA analysis techniques and simple linear regression tests. The results showed that reviews with emotional mix-neutral, strong argument, and rich modality were more helpful than positive emotional, weak argument, and lean modality. In addition, perceived review helpfulness affects trust in reviews. Marketers can increase perceived review helpfulness by encouraging reviews that consist of positive and negative product details, strong arguments and use high modality.

Keywords: Emotional Polarity, Argument Quality, Presentation Modality, Perceived Review Helpfulness, Trust In Review, Muslim Fashion, Online Customer Review