TikTok User Sentiments: Uncovering Perceptions of Cash on Delivery Method in E-Commerce
DOI:
https://doi.org/10.55927/eajmr.v5i5.126Keywords:
Public Sentiment, Social Media Analysis, Perception, COD, E-Commerce, NLPAbstract
This study aims to reveal public sentiment regarding the use of the Cash on Delivery (COD) payment system on e-commerce platforms. The study employs a Natural Language Processing (NLP) approach by utilizing Word Cloud analysis and Sentiment Score analysis based on 1,023 comments from 12 TikTok contents discussing COD. The results of the study show a dominance of negative sentiment, covering 86.37%. Meanwhile, positive sentiment only reaches 13.63%. The public perceives that COD cannot facilitate transactions between sellers and buyers effectively and instead creates various problems. This study has implications for providing insights to e-commerce platforms to strengthen the COD protocol system by taking negative sentiment into account. The limitations of this study include the scope of social media users being limited to TikTok, it is hoped that future research can accommodate the perceptions of all social media users regarding the COD system phenomenon on E-Commerce platforms.
References
Akib, B., & Riskawati, R. (2023). Impact of Islamic Marketing and Cash on Delivery Services on Buying Interests on Tokopedia (District of Rappocini, Makassar). Journal of Waqf and Islamic Economic Philanthropy, 1(1), 1–10. https://doi.org/10.47134/wiep.v1i1.49
Al-Adwan, A. S., Alrousan, M. K., Yaseen, H., Alkufahy, A. M., & Alsoud, M. (2022). Boosting Online Purchase Intention in High-Uncertainty-Avoidance Societies: A Signaling Theory Approach. Journal of Open Innovation: Technology, Market, and Complexity, 8(3), 136. https://doi.org/10.3390/joitmc8030136
Aldianto, F., Soleh, A., & Gayatri, I. A. M. E. (2025). The Influence Of Lifestyle, Trust, And Perceived Ease Of Use On Decisions To Use Cash On Delevery (COD) On The Tiktok Shop Application (Study On Students Management Faculty Of Economics And Business Unived). Jurnal Ekonomi, Manajemen, Akuntansi, 2(1), 49–62. https://doi.org/10.37676/jema.v2i1.732
Altab, H. M., Yinping, M., Sajjad, H. M., Frimpong, A. N. K., Frempong, M. F., & Adu-Yeboah, S. S. (2022). Understanding Online Consumer Textual Reviews and Rating: Review Length With Moderated Multiple Regression Analysis Approach. Sage Open, 12(2). https://doi.org/10.1177/21582440221104806
Anjum, S., & Chai, J. (2020). Drivers of Cash-on-Delivery Method of Payment in E-Commerce Shopping: Evidence From Pakistan. Sage Open, 10(3). https://doi.org/10.1177/2158244020917392
Apriyanti, D., Purwendah, E. K., Muchtar, W., & Pudyastiwi, E. (2023). Legal Protection for Online Shopping Business Receiving Fictive Orders With a Payment System on The Site or Cash on Delivery. Justitia Jurnal Hukum, 6(2). https://doi.org/10.30651/justitia.v6i2.17227
Aswal, A. A. F. (2024). Transactions Using the Cod (Cash on Delivery) Payment Method: Consumer Protection Legal Perspective. JIHAD : Jurnal Ilmu Hukum Dan Administrasi, 6(3). https://doi.org/10.58258/jihad.v6i3.7189
Ben Youssef, A., & Dahmani, M. (2023). Examining the Drivers of E-Commerce Adoption by Moroccan Firms: A Multi-Model Analysis. Information, 14(7), 378. https://doi.org/10.3390/info14070378
Bhanja, A. K., & Tripathy, P. C. (2018). Innovative Marketing Strategies for Select E-Commerce Companies in India - A Review. SMS Journal of Enterpreneurship & Innovation, 5(01), 122–130. https://doi.org/10.21844/smsjei.v5i1.15137
Cahyani, A. D., & Kusrini, E. (2024). Risk Assessment of Cash on Delivery System in Indonesian E-Commerce Using House of Risk and Content Validity Index. International Journal of Innovative Science and Research Technology (IJISRT), 2190–2198. https://doi.org/10.38124/ijisrt/IJISRT24MAR1454
Chawla, N., & Kumar, B. (2022). E-Commerce and Consumer Protection in India: The Emerging Trend. Journal of Business Ethics, 180(2), 581–604. https://doi.org/10.1007/s10551-021-04884-3
Dakwah, M. M., Firdaus, A. A., Furizal, F., & Faresta, R. (2024). Sentiment Analysis on Marketplace in Indonesia using Support Vector Machine and Naïve Bayes Method. Jurnal Ilmiah Teknik Elektro Komputer Dan Informatika, 10(1), 39. https://doi.org/10.26555/jiteki.v10i1.28070
Derindağ, Ö. F. (2022). Rise of Cross-Border E-Commerce: A Systematic Literature Review. Journal of Applied And Theoretical Social Sciences, 4(3), 352–372. https://doi.org/10.37241/jatss.2022.71
Du, X., Guo, R., & Xiao, L. (2021). Bilateral Positioning Model for the E-commerce Platform. Proceedings of the 2021 International Conference on Economic Development and Business Culture (ICEDBC 2021). https://doi.org/10.2991/aebmr.k.210712.019
Fauzan, A. M., & Sumarlan, I. (2023). User perceptions of the TikTok shop application for selling. Symposium of Literature, Culture, and Communication (SYLECTION) 2022, 3(1), 685. https://doi.org/10.12928/sylection.v3i1.14066
Fitriani, N., & Setiawan, D. (2023). Why is technology adoption not optimised? E-commerce business investigation in Java Island. Journal of Socioeconomics and Development, 6(1), 98. https://doi.org/10.31328/jsed.v6i1.4518
Ganoune, Y., Heda, A. A., & Rechidi, S. (2023). E-commerce to Sell Local Products in Morocco Opportunities and Challenges: A Systematic Review. Proceedings International Conference on Business, Economics & Management, 1, 471–493. https://doi.org/10.47747/icbem.v1i1.1245
Glass, V., & Tardiff, T. (2023). Analyzing Competition in the Online Economy. The Antitrust Bulletin, 68(2), 167–190. https://doi.org/10.1177/0003603X231163001
Haliza, S. N., & Habib, M. A. F. (2022). Analisis Perilaku Konsumerisme Masyarakat Pada Diskon Belanja Online Pengguna E-Commerce Shopee. Jurnal Sosiologi Dialektika Sosial, 7(2), 85. https://doi.org/10.29103/jsds.v8i2.8971
Han, L., & Han, X. (2023). Improving the service quality of cross-border e-commerce: How to understand online consumer reviews from a cultural differences perspective. Frontiers in Psychology, 14. https://doi.org/10.3389/fpsyg.2023.1137318
Icebgc, T. L. N., & Icebgc, C. (2022). Determinant Online Purchase Intention: The Role of Cash on Delivery as a Moderator. Proceedings of International Conference on Economics Business and Government Challenges, 5(1), 134–140. https://doi.org/10.33005/ic-ebgc.v1i1.38
Ilmiati, Y. N., Yasin, M., & Rois, I. (2024). Islamic Economy Perspective Against Millennial Generation Behavior in Mataram City; Cod Online Shop System. Istinbath, 23(1), 32–48. https://doi.org/10.20414/ijhi.v23i1.739
Ismaeel, B., Ahmad Alali, H., Injadat, E., Saket Al-Haraizah, A., & Yusri Al Khatib, A. (2024). Trends and Transformations of E-Retailing in Jordan Sales Market: Challenges, Growth, and Potential Future Developments. International Journal of Academic Research in Business and Social Sciences, 14(2). https://doi.org/10.6007/IJARBSS/v14-i2/20824
Jajja, M. S. S., & Jat, M. N. (2019). Daraz.pk: Online Marketplace’s Value Chain. Asian Journal of Management Cases, 16(1), 21–37. https://doi.org/10.1177/0972820119825976
Kadju, F. K., Fanggidae, A. H. J., & Dhae, Y. K. I. D. D. (2024). The Influence of Online Customer Reviews and Return Guarantees on Purchasing Decisions on The Shopee Marketplace (Study of FEB Undana Students). Proceedings of the International Conference on Economic Management, Accounting and Tourism (ICEMAT 2023), 147–160. https://doi.org/10.2991/978-94-6463-411-2_13
Kamaluddin, I., Handayani, A. L., & Putri, E. R. (2024). Analysis of Мaqoshid syariah on Сash On Delivery (COD) system at shopee indonesia marketplace. Journal of Economic Research & Business Administration, 1(147), 59–67. https://doi.org/10.26577/jerba20241471
Karunarathna, N. (2021). Critical factors influencing online consumer preference towards cash on delivery method in Sri Lanka. Journal of Research in Emerging Markets, 3(1), 66–80. https://doi.org/10.30585/jrems.v3i1.566
Khan, F., Ateeq, S., Ali, M., & Butt, N. (2023). Impact of COVID-19 on the drivers of cash-based online transactions and consumer behaviour: evidence from a Muslim market. Journal of Islamic Marketing, 14(3), 714–734. https://doi.org/10.1108/JIMA-09-2020-0265
Kiswara, C. A. B., & Priyanto, I. M. D. (2023). Legal Implications of Consumer Protection Disputes on Cash Delivery Systems in E-Commerce. Policy Law Notary and Regulatory Issues, 2(4), 428–436. https://doi.org/10.55047/polri.v2i4.899
Krishnan, V., Jayabalan, N., Guo, J., & Susanto, P. (2024). Decoding Online Shopping Behavior in Malaysia: The Critical Influence of Consumer Trust. Journal of Ecohumanism, 3(8). https://doi.org/10.62754/joe.v3i8.5095
Kumar, S., Singh, R., Khan, M. Z., & Noorwali, A. (2021). Design of adaptive ensemble classifier for online sentiment analysis and opinion mining. PeerJ Computer Science, 7, e660. https://doi.org/10.7717/peerj-cs.660
Lăzăroiu, G., Neguriţă, O., Grecu, I., Grecu, G., & Mitran, P. C. (2020). Consumers’ Decision-Making Process on Social Commerce Platforms: Online Trust, Perceived Risk, and Purchase Intentions. Frontiers in Psychology, 11. https://doi.org/10.3389/fpsyg.2020.00890
Li, L., Choo, W. C., Leong, Y. C., Law, K. A., & Hossain, M. S. (2025). Predicting purchase intentions in online food delivery using deep learning and AIDA model: Insights from sentiment analysis of user reviews. International Journal of Engineering Business Management, 17. https://doi.org/10.1177/18479790251375827
Liu, Z. (2020). Research on Information Asymmetry in C2C E-Commerce: Based on the Case of Alibaba. Proceedings of the 5th International Conference on Financial Innovation and Economic Development (ICFIED 2020). https://doi.org/10.2991/aebmr.k.200306.006
Lu, F. (2024). Online shopping consumer perception analysis and future network security service technology using logistic regression model. PeerJ Computer Science, 10, e1777. https://doi.org/10.7717/peerj-cs.1777
Lumaris, M. L. C. (2021). Legal Efforts of Conflicts Resolution in the Cash on Delivery System in E-Commerce Transactions in Indonesia. International Journal of Social Science And Human Research, 04(09). https://doi.org/10.47191/ijsshr/v4-i9-04
Maisyura, M., Sukmawati, C., Dewi, R., & Arinanda, A. (2022). Analysis Of Cash On Delivery (COD) Payment Methods In Online Shopping Transactions In Indonesia. Proceedings of the 2nd International Conference on Social Science, Political Science, and Humanities (ICoSPOLHUM 2021). https://doi.org/10.2991/assehr.k.220302.040
Malik, N., & Bilal, M. (2024). Natural language processing for analyzing online customer reviews: a survey, taxonomy, and open research challenges. PeerJ Computer Science, 10, e2203. https://doi.org/10.7717/peerj-cs.2203
Mensah, A. (2024). Impact of Virtual Fitting Technology on Online Apparel Sales in Ghana. International Journal of Fashion and Design, 3(2), 15–29. https://doi.org/10.47604/ijfd.2798
Muntaha, M. (2022). E-Commerce Success Factors: PLS-SEM Approach. Journal of International Conference Proceedings, 5(3), 106–113. https://doi.org/10.32535/jicp.v5i3.1786
Nazara, D. S., Ratnawita, Ekasari, S., Sulistiarini, E. B., & Utami, E. Y. (2024). Analysis Of Perceived Value of Benefit Cash on Delivery Payment Method Customers When Using Digital Wallet Application. Jurnal Informasi Dan Teknologi, 21–28. https://doi.org/10.60083/jidt.v6i1.467
Otoo, D. S., Odoom, R., & Braimah, S. M. (2023). Service brand avoidance in business-to-business relationships. Journal of Product & Brand Management, 32(1), 93–106. https://doi.org/10.1108/JPBM-10-2020-3172
Pawar, D. J., & Sabale, M. S. (2024). Impact Of Return To Origin On E-Commerce Business. Journal of Advanced Zoology, 272–276. https://doi.org/10.53555/jaz.v45iS4.4201
Pawestri, E. A., Hermawan, I., & Yanti, M. (2023). Shopee and Voluntary Slavery in Expedition Courier of Indonesian Massive Consumptive Society. Proceedings of the International Conference of Social Science and Education (ICOSSED 2021), 17–24. https://doi.org/10.2991/978-2-494069-55-8_4
Prabowo, M. B. G., & Darmoko, M. (2025). Legal Protection for Sellers in Online Transactions with Cash on Delivery (COD) Payments At Pt Shopee Internasional Indonesia. Journal of Court and Justice, 25–40. https://doi.org/10.56943/jcj.v4i1.758
Purwandari, B., Suriazdin, S. A., Hidayanto, A. N., Setiawan, S., Phusavat, K., & Maulida, M. (2022). Factors Affecting Switching Intention from Cash on Delivery to E-Payment Services in C2C E-Commerce Transactions: COVID-19, Transaction, and Technology Perspectives. Emerging Science Journal, 6, 136–150. https://doi.org/10.28991/esj-2022-SPER-010
Rasheed, M., Ismail, M., Lodhi, A. S., & Rida. (2023). Exploring Perceptions and Realities of Online Shopping: A Study on Youth E-Consumers in Lahore, Pakistan. Bulletin of Business and Economics (BBE), 12(3), 667–676. https://doi.org/10.61506/01.00091
Şahin, B. (2023). A SWOT Analysis of Turkish e-commerce activities in post COVID-19 era. Business & Management Studies: An International Journal, 11(4), 1308–1320. https://doi.org/10.15295/bmij.v11i4.2323
Situmorang, M. (2022). Measuring The Effectiveess of Consumer Dispute Resolution on Small Value E-Commerce Transaction. Jurnal Penelitian Hukum De Jure, 22(4), 537–550. https://doi.org/10.30641/dejure.2022.V22.537-550
Stukalova, I. B. (2023). Marketplaces vs Shopping Malls: Today’s Trends and Forecasts. Vestnik of the Plekhanov Russian University of Economics, 20(5), 195–207. https://doi.org/10.21686/2413-2829-2023-195-207
Sun, P., Li, L., Hossain, M. S., & Law, K. A. (2025). Eco‐Conscious Preferences, Emotional Attributes, and Polarity in Sentiment Analysis of Organic Food App Reviews: A Feature Engineering and Deep Learning Approach. Journal of Consumer Behaviour, 24(5), 2578–2596. https://doi.org/10.1002/cb.70026
Tabaku, E., Duçi, E., & Lazaj, A. (2024). From Physical Stores to Virtual Marketplaces: The Evolution of Shopping. Interdisciplinary Journal of Research and Development, 11(3), 175. https://doi.org/10.56345/ijrdv11n324
Tandon, U., Kiran, R., & Sah, A. N. (2018). The influence of website functionality, drivers and perceived risk on customer satisfaction in online shopping: an emerging economy case. Information Systems and E-Business Management, 16(1), 57–91. https://doi.org/10.1007/s10257-017-0341-3
Tandon, U., & Sakshi. (2020). An empirical investigation of pay‐on‐delivery mode of payment and social media constructs as predictors of online purchase intentions. Journal of Public Affairs. https://doi.org/10.1002/pa.2370
Trivedi, I., Darguzas, E., Balbale, S. N., Bedell, A., Reddy, S., Rosh, J. R., & Keefer, L. (2019). Patient Understanding of “Flare” and “Remission” of Inflammatory Bowel Disease. Gastroenterology Nursing, 42(4), 375–385. https://doi.org/10.1097/SGA.0000000000000373
Tsary, S. R. (2023). Application of the Principle of Good Faith in Electronic Transactions (E-Commerce) by Consumers That Use the Cash on Delivery (COD) Method. International Journal of Multicultural and Multireligious Understanding, 10(10), 51. https://doi.org/10.18415/ijmmu.v10i10.5098
Vandiny, V. S., Listiawati, R., Rimenda, T., & Marbun, J. (2022). The Reasons of Why Customers Choose COD as Their Payment Method When Shopping Online. Proceedings of the International Conference on Applied Science and Technology on Social Science 2022 (ICAST-SS 2022), 535–540. https://doi.org/10.2991/978-2-494069-83-1_95
Wahono, W., Susilowati, T., & Amin Zain, N. (2024). Affirmation of the Rights and Obligations of Couriers in Cash on Delivery Marketplace Transactions. Ranah Research : Journal of Multidisciplinary Research and Development, 7(1), 45–53. https://doi.org/10.38035/rrj.v7i1.1263
Wakchaure, S. L. (2025). Deep Learning-Based Social Media Sentiment Analysis: Insights from User-Generated Content. International Journal of Advanced Research in Science, Communication and Technology, 85–90. https://doi.org/10.48175/IJARSCT-23712
Wang, J., Shu, T., Zhao, W., & Zhou, J. (2022). Research on Chinese Consumers’ Attitudes Analysis of Big-Data Driven Price Discrimination Based on Machine Learning. Frontiers in Psychology, 12. https://doi.org/10.3389/fpsyg.2021.803212
Wang, M., Kong, R., & Wang, Y. (2025). Probing the intrinsic mechanism and evolution characteristics of online shopping customer satisfaction via text mining of online reviews. PLOS One, 20(5), e0321202. https://doi.org/10.1371/journal.pone.0321202
Wicaksono, A. T. S., & Soetjipto, B. E. (2025). Uncovering the Perception of Digital Gold as Islamic Investment. Maliki Islamic Economics Journal, 5(1), 17–38. https://doi.org/10.18860/miec.v5i1.33080
Wicaksono, A. T. S., & Sudarmiatin, S. (2025). Social Media Sentiment Analysis: Customer Perception of Digital Marketing. Asian Journal of Applied Business and Management, 4(2), 437–450. https://doi.org/10.55927/ajabm.v4i2.187
Yang, Q. (2020). Data Mining of New Snack E-commerce Reviews Based on Text Sentiment Analysis and Latent Dirichlet Allocation Topic Model. Proceedings of the 3rd International Conference on Economy, Management and Entrepreneurship (ICOEME 2020). https://doi.org/10.2991/aebmr.k.200908.062
Yulianto, Y., Sisko, A., & Hendriana, E. (2021). The Stimulus Of Impulse Buying Behavior On E-Commerce Shopping Festival: A Moderated-Mediated Analysis. Journal of Business and Management Review, 2(10), 692–714. https://doi.org/10.47153/jbmr210.2152021
Zainuddin, Z., & Risma, A. (2023). The Good Faith of the Parties in Buying and Selling Goods Online with Cash on Delivery (COD) Payment: A Critical Analysis. European Journal of Law and Political Science, 2(1), 6–12. https://doi.org/10.24018/ejpolitics.2023.2.1.59
Zarkasi, M., & Hariyanto, E. (2021). Cash on Delivery Payment System in Online Buying and Selling Perspective of Sharia Economic Law. Jurnal Ilmiah Mizani: Wacana Hukum, Ekonomi, Dan Keagamaan, 8(1), 121. https://doi.org/10.29300/mzn.v8i1.4642
Zhang, X., Guo, F., Chen, T., Pan, L., Beliakov, G., & Wu, J. (2023). A Brief Survey of Machine Learning and Deep Learning Techniques for E-Commerce Research. Journal of Theoretical and Applied Electronic Commerce Research, 18(4), 2188–2216. https://doi.org/10.3390/jtaer18040110
Zhao, X., Gao, L., & Huang, Z. (2023). Customer satisfaction evaluation for drugs: A research based on online reviews and PROMETHEE-Ⅱ method. PLOS ONE, 18(6), e0283340. https://doi.org/10.1371/journal.pone.0283340
Zhulqurnain, M. R. I., & Raura, A. (2025). Customer Experience and Trust to Reuse The “Cod-Cek Dulu” Feature: A Study on Shopee E-Commerce. Business and Finance Journal, 10(1), 90–102. https://doi.org/10.33086/bfj.v10i1.7118
Downloads
Published
Issue
Section
License
Copyright (c) 2026 Ahmad Tibrizi Soni Wicaksono, Sudarmiatin Sudarmiatin, Heri Pratikto
This work is licensed under a Creative Commons Attribution 4.0 International License.
