M. Nabiel Mushoddaq, Bintang Arifathalla, Versiandika Yudha Pratama

Peran Fake Order Dalam Meningkatkan Kepercayaan Pelanggan Pada Toko Baru di Aplikasi Shopee

Introduction

Peran fake order dalam meningkatkan kepercayaan pelanggan pada toko baru di aplikasi shopee. Telusuri peran fake order dalam membangun kepercayaan toko baru di Shopee. Studi kualitatif TPB menganalisis motivasi penjual dan persepsi pembeli, menyoroti efektivitas awal dan dilema etis.

Abstract

This study analyzes the role of Fake oders in building initial customer trust in new Shopee stores using a qualitative phenomenological approach and the Theory of Planned Behavior (TPB). Data were collected through interviews with two new sellers and two active buyers. The findings show that sellers engage in Fake oders to improve store ratings, sales, and visibility through social proof. According to TPB, the intention to use Fake oders is driven by positive attitudes toward short-term benefits, subjective norms among other sellers, and perceived behavioral control despite potential risks. Buyers rely heavily on ratings, visual reviews, and transaction numbers, yet remain critical of suspicious review patterns. The study concludes that Fake oders can support early trust-building but raise ethical concerns and pose long-term risks for marketplace integrity. Keywords: Fake oder, customer trust, TPB, social proof, Shopee Penelitian ini bertujuan menganalisis peran Fake oder dalam membangun kepercayaan awal pada toko baru di Shopee dengan menggunakan pendekatan kualitatif fenomenologis dan kerangka Theory of Planned Behavior (TPB). Data diperoleh melalui wawancara dengan dua penjual baru dan dua pembeli aktif. Hasil penelitian menunjukkan bahwa Fake oder dilakukan penjual karena dianggap mampu meningkatkan rating, penjualan, dan visibilitas toko melalui efek social proof. Berdasarkan TPB, niat melakukan Fake oder dipengaruhi oleh sikap positif terhadap manfaat jangka pendek, norma subjektif dari sesama penjual, serta persepsi kontrol perilaku terkait kemudahan melakukannya meskipun ada risiko penalti. Dari sisi pembeli, rating, ulasan visual, dan jumlah transaksi tetap menjadi indikator utama kepercayaan, namun pembeli juga kritis terhadap pola ulasan tidak wajar. Penelitian ini menyimpulkan bahwa Fake oder efektif untuk menarik perhatian awal, tetapi menimbulkan dilema etis dan risiko jangka panjang bagi reputasi dan integritas marketplace. Kata Kunci: Order fiktif, kepercayaan pelanggan, TPB, social proof, Shopee

Review

This study critically examines the role of "Fake Order" in establishing initial customer trust for new stores on the Shopee platform, a topic of significant relevance given the competitive landscape of e-commerce. Utilizing a qualitative phenomenological approach and the Theory of Planned Behavior (TPB) framework, the research aims to uncover the motivations behind this practice and its impact on buyer perception. The chosen methodology, while appropriate for exploring lived experiences and underlying intentions, sets the stage for an in-depth, albeit localized, understanding of this complex ethical issue within the digital marketplace. The findings illuminate a compelling dual perspective. From the sellers' vantage point, the study reveals that Fake Orders are strategically employed to rapidly enhance store ratings, sales figures, and overall visibility, primarily leveraging the principle of social proof. The TPB framework effectively explains sellers' intentions, highlighting their positive attitudes towards immediate gains, conformity to perceived subjective norms among peers, and a sense of behavioral control despite the acknowledged risks of penalties. Conversely, buyers, while heavily reliant on traditional trust indicators like ratings, visual reviews, and transaction numbers, demonstrate a critical awareness of review patterns, showing skepticism towards suspicious activities. This nuanced insight underscores the delicate balance between genuine social proof and fabricated reputation in influencing consumer behavior. While the study offers valuable initial insights into a prevalent yet often unaddressed unethical practice, its primary limitation lies in the extremely small sample size (two sellers and two buyers), which restricts the generalizability and robustness of its conclusions. Although qualitative research does not aim for statistical generalization, such a limited sample may not fully capture the diversity of experiences or motivations across the broader Shopee ecosystem. Nevertheless, the paper's strength lies in bringing this ethical dilemma to the forefront, concluding that Fake Orders can indeed facilitate early trust-building but at the cost of ethical integrity and potential long-term risks to both seller reputation and marketplace credibility. Future research could expand the sample size, include different platform contexts, or explore the effectiveness of platform-led interventions to foster genuine trust.

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