Simulasi Agent-Based Modelling dalam Dinamika Kepercayaan Konsumen: Perbandingan UMKM dan Brand Besar di Marketplace Digital
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Abstract
Kepercayaan konsumen merupakan faktor yang kritis yang menentukan daya saing UMKM di marketplace digital, namun dinamikanya terhadap Brand Besar belum dipahami secara komprehensif menggunakan pendekatan simulasi. Penelitian ini mengembangkan model Agent-Based Modelling (ABM) berbasis NetLogo untuk menganalisis dinamika kepercayaan konsumen antara UMKM dan Brand Besar dengan mempertimbangkan variabel kualitas ulasan dan asimetri informasi. Model disimulasikan menggunakan ratusan agen konsumen melalui beberapa skenario eksperimen dengan run independen yang bervariasi. Hasil simulasi menunjukkan bahwa asimetri informasi tinggi menyebabkan erosi kepercayaan yang progresif pada UMKM, sementara Brand Besar secara konsisten mendominasi dengan nilai kepercayaan mendekati saturasi. Sebaliknya, kombinasi asimetri informasi rendah dan kualitas ulasan tinggi secara sinergis mempercepat difusi kepercayaan melalui interaksi social antar konsumen, memungkinkan UMKM untuk secara bertahap mendekati paritas kepercayaan dengan Brand Besar. Temuan ini mengimplikasikan bahwa platform digital dan pembuat kebijakan perlu merancang ekosistem yang mendorong transparansi informasi dan kualitas ulasan sebagai strategi berkelanjutan untuk memperkuat daya saing UMKM di pasar digital.
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