PENGARUH ONLINE CUSTOMER REVIEW DAN ONLINE CUSTOMER RATING TERHADAP KEPUTUSAN PEMBELIAN GO-FOOD DI KOTA STABAT
Abstract
Abstract
The growth of digital food delivery services has transformed consumer purchasing behavior. Information available on these platforms such as online customer reviews and ratings serves as a key consideration for consumers prior to making a transaction. This study aims to analyze the impact of online customer reviews and ratings on the purchasing decisions of GoFood users in Stabat City. A quantitative approach utilizing a survey method was employed. The study population consisted of GoFood users in Stabat City, with a sample of 100 respondents selected via simple random sampling. Data were collected through Likert-scale questionnaires and analyzed using multiple linear regression with IBM SPSS version 26. The results indicate that online customer reviews have a positive and significant effect on purchasing decisions, with a regression coefficient of 0.431 and a significance value of 0.000. Online customer ratings also exert a positive and significant influence on purchasing decisions, with a regression coefficient of 0.356 and a significance value of 0.000. Simultaneously, both variables significantly affect purchasing decisions, yielding an F-statistic of 75.863 and a significance value of 0.000. The coefficient of determination (R²) of 0.610 indicates that online customer reviews and ratings explain 61.0% of the variation in purchasing decisions, while the remainder is influenced by factors outside the research model. The findings of this study imply that culinary business operators need to enhance the quality of customer reviews as a digital marketing strategy.
Abstrak
Perkembangan layanan pesan antar makanan berbasis digital telah mengubah perilaku konsumen dalam mengambil keputusan pembelian. Informasi yang tersedia pada platform, seperti online customer review dan online customer rating, menjadi salah satu pertimbangan utama konsumen sebelum melakukan transaksi. Penelitian ini bertujuan untuk menganalisis pengaruh online customer review dan online customer rating terhadap keputusan pembelian pada pengguna GoFood di Kota Stabat. Penelitian ini menggunakan pendekatan kuantitatif dengan metode survei. Populasi penelitian adalah pengguna GoFood di Kota Stabat, dengan jumlah sampel sebanyak 100 responden yang dipilih menggunakan teknik Accidental Sampling. Data dikumpulkan melalui penyebaran kuesioner menggunakan skala Likert dan dianalisis menggunakan regresi linear berganda dengan bantuan IBM SPSS versi 26. Hasil penelitian menunjukkan bahwa online customer review berpengaruh positif dan signifikan terhadap keputusan pembelian dengan nilai koefisien regresi sebesar 0,431 dan nilai signifikansi 0,000. Online customer rating juga berpengaruh positif dan signifikan terhadap keputusan pembelian dengan nilai koefisien regresi sebesar 0,356 dan nilai signifikansi 0,000. Secara simultan, kedua variabel berpengaruh signifikan terhadap keputusan pembelian dengan nilai F hitung sebesar 75,863 dan signifikansi 0,000. Nilai koefisien determinasi (R²) sebesar 0,610 menunjukkan bahwa online customer review dan online customer rating mampu menjelaskan 61,0% variasi keputusan pembelian, sedangkan sisanya dipengaruhi oleh faktor lain di luar model penelitian. Temuan penelitian ini memberikan implikasi bahwa pelaku usaha kuliner perlu meningkatkan kualitas ulasan pelanggan sebagai strategi pemasaran digital.
Keywords
Full Text:
PDFReferences
Auliya, Z. F. (2017). Pengaruh Online Customer Review, Online Customer Rating dan Kepercayaan terhadap Keputusan Pembelian pada Marketplace. Yogyakarta: Universitas Negeri Yogyakarta.
Cheung, C. M. K., & Thadani, D. R. (2020). The effectiveness of electronic word-of-mouth communication: A literature analysis. Decision Support Systems, 54(1), 461–470. https://doi.org/10.1016/j.dss.2012.06.008
Dzulqarnain, M. I. (2019). Pengaruh Online Customer Review dan Online Customer Rating terhadap Keputusan Pembelian melalui Marketplace Shopee. Jurnal Manajemen dan Bisnis, 5(2), 145–156.
Filieri, R. (2021). What makes online reviews helpful? A diagnosticity-adoption framework to explain informational and normative influences in e-WOM. Journal of Business Research, 68(6), 1261–1270. https://doi.org/10.1016/j.jbusres.2014.11.006
Gao, B., Hu, N., & Bose, I. (2021). Follow the herd or be myself? An analysis of consistency in online review ratings. Decision Support Systems, 95, 1–11. https://doi.org/10.1016/j.dss.2016.11.005
Ghozali, I. (2018). Aplikasi Analisis Multivariate dengan Program IBM SPSS 25 (9th ed.). Semarang: Badan Penerbit Universitas Diponegoro.
Hennig-Thurau, T., Gwinner, K. P., Walsh, G., & Gremler, D. D. (2021). Electronic word-of-mouth via consumer opinion platforms: What motivates consumers to articulate themselves on the Internet? Journal of Interactive Marketing, 18(1), 38–52.
Hu, N., Pavlou, P. A., & Zhang, J. (2021). Can online reviews reveal a product’s true quality? Empirical findings and analytical modeling of online word-of-mouth communication. Management Science, 55(5), 850–867.
Ismagilova, E., Slade, E., Rana, N. P., & Dwivedi, Y. K. (2020). Electronic word of mouth (eWOM) in the marketing context: A state of the art analysis and future directions. Springer. https://doi.org/10.1007/978-3-319-52459-7
Kotler, P., & Armstrong, G. (2018). Principles of Marketing (17th ed.). Pearson Education.
Kotler, P., & Keller, K. L. (2016). Marketing management (15th ed.). Pearson Education.
Kotler, P., & Keller, K. L. (2016). Marketing Management (15th ed.). Pearson Education.
Kotler, P., Kartajaya, H., & Setiawan, I. (2021). Marketing 5.0: Technology for humanity. Wiley.
Lackermair, G., Kailer, D., & Kanmaz, K. (2021). Importance of online product reviews from a consumer’s perspective. Advances in Economics and Business, 1(1), 1–5. https://doi.org/10.13189/aeb.2013.010101
Mudambi, S. M., & Schuff, D. (2020). Research note: What makes a helpful online review? A study of customer reviews on Amazon.com. MIS Quarterly, 34(1), 185–200.
Park, D. H., & Lee, J. (2021). eWOM overload and its effect on consumer behavioral intention depending on consumer involvement. Electronic Commerce Research and Applications, 7(4), 386–398.
Pratama, A., & Rahmawati, N. (2023). Electronic word of mouth dan pengaruhnya terhadap keputusan pembelian pada aplikasi GrabFood. Jurnal Ekonomi Digital, 5(1), 55–67.
Priansa, D. J. (2017). Perilaku Konsumen dalam Persaingan Bisnis Kontemporer. Bandung: Alfabeta.
Rahman, M. S., Hossain, M. A., & Khan, M. T. (2023). The influence of online reviews on consumer purchase intention in food delivery services. International Journal of Consumer Studies, 47(2), 455–468.
Sari, D. P., & Putri, R. A. (2024). The effect of online customer reviews and ratings on purchasing decisions in e-commerce platforms. Jurnal Manajemen Pemasaran, 18(1), 45–56.
Schiffman, L. G., & Wisenblit, J. (2019). Consumer Behavior (12th ed.). Pearson.
Sudaryanto, S., Hanim, A., & Setiawan, B. (2023). The role of electronic word of mouth in influencing purchase decisions in digital marketplaces. Cogent Business & Management, 10(1), 1–15. https://doi.org/10.1080/23311975.2023.2188765
Sugiyono. (2018). Metode Penelitian Kuantitatif, Kualitatif, dan R&D. Bandung: Alfabeta.
Sugiyono. (2019). Metode Penelitian Kuantitatif. Bandung: Alfabeta.
Sugiyono. (2022). Metode penelitian kuantitatif, kualitatif, dan R&D. Alfabeta.
Sujarweni, V. W. (2019). SPSS untuk Penelitian. Yogyakarta: Pustaka Baru Press.
Sunyoto, D. (2017). Perilaku Konsumen dan Pemasaran. Yogyakarta: CAPS (Center for Academic Publishing Service).
Tandon, U., Kiran, R., & Sah, A. (2021). Analyzing customer satisfaction: Users perspective toward online food delivery apps. Journal of Retailing and Consumer Services, 60, 102–111.
Tjiptono, F. (2019). Strategi Pemasaran (4th ed.). Yogyakarta: Andi.
Utami, R., & Wibowo, S. (2022). Pengaruh rating dan ulasan pelanggan terhadap keputusan pembelian pada platform e-commerce. Jurnal Ilmu Manajemen, 10(2), 120–130.
Zhang, K., Zhao, S., Cheung, C. M. K., & Lee, M. K. O. (2022). Examining the influence of online reviews on consumers’ decision-making: A heuristic–systematic model. Decision Support Systems, 67, 78–89.
Zhu, F., & Zhang, X. (2021). Impact of online consumer reviews on sales: The moderating role of product and consumer characteristics. Journal of Marketing, 74(2), 133–148
DOI: https://doi.org/10.61715/jmeb.v5i1.154
Refbacks
- There are currently no refbacks.
Copyright (c) 2026 Jurnal Manajemen Ekonomi dan Bisnis
This work is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.