Pengaruh Flash Sale, Product Variations, Online Customer Review dan Online Customer Rating Terhadap Keputusan Pembelian Melalui Layanan Aplikasi Go-Food di Kota Bandar Lampung

Abstract

This study aims to determine the influence of Flash Sale, Product Variations, Online Customer Reviews, and Online Customer Ratings on Consumer Purchase Decisions through the Go-Food Application service in Bandar Lampung City. The data used in this study is primary data. The data collection method used is a questionnaire. The population in this study is all users of the Go-Food application service in Bandar Lampung City. The sample in this study is a non-probability sample using a purposive sampling technique with specific criteria, including being at least 10 years old, being a user of the Go-Food application service, and having used the Flash Sale Promo. The number of samples in this study was 129 respondents, taken using GPower software. Data analysis in this study employed Multiple Linear Regression. The results of the hypothesis testing stated that there is no influence of Flash Sale (X1) on Purchase Decisions (Y) through the Go-Food Application service. There is an influence of Product Variations (X2) on Purchase Decisions (Y) through the Go-Food Application service. There is an influence of Online Customer Reviews (X3) on Purchase Decisions (Y) through the Go-Food Application service. There is an influence of Online Customer Ratings (X4) on Purchase Decisions through the Go-Food Application service.