Pengaruh Ulasan Konsumen Online, Rating Konsumen Online, Dan Promosi Terhadap Keputusan Pembelian Konsumen Pada Aplikasi Gofood Di Bandar Lampung

Abstract

This study aims to examine the influence of online consumer reviews, online consumer ratings, and promotional strategies on purchasing decisions within the GoFood application in Bandar Lampung. Employing a quantitative approach through survey methodology, data were collected via questionnaires distributed to GoFood users in the area. The analytical techniques utilized include validity testing, reliability testing, classical assumption tests, multiple linear regression analysis, as well as t-tests and F-tests, all processed using SPSS version 25. The findings reveal that online consumer reviews, when analyzed individually, do not significantly impact purchasing decisions. Conversely, online consumer ratings and promotional efforts exhibit a positive and significant influence on purchase behavior. When evaluated collectively, these three variables demonstrate a synergistic and statistically significant impact on purchasing decisions within the GoFood platform. The study's population consists of GoFood users in Bandar Lampung, with a sample size of 100 respondents selected through probability sampling and purposive sampling methods. These insights offer valuable guidance for GoFood’s management and small and medium enterprises (SMEs) in devising more effective marketing strategies.