Electronic Theses and Dissertation

Pertumbuhan layanan food delivery di Banda Aceh melalui aplikasi GrabFood dan GoFood mendorong perubahan perilaku konsumen yang semakin bergantung pada informasi digital, khususnya ulasan dan rating pelanggan. Fenomena ini menunjukkan pentingnya Electronic Word of Mouth (e-WOM) dan social proof sebagai determinan kepercayaan dan pembentuk keputusan pembelian. Kajian pustaka penelitian ini mengacu pada teori ulasan pelanggan, penilaian konsumen, serta konsep keputusan pembelian, yang diperkuat oleh temuan penelitian terdahulu mengenai pengaruh signifikan review dan rating dalam pemasaran digital.
Penelitian ini menggunakan pendekatan kuantitatif dengan metode survei terhadap 100 responden pengguna layanan GrabFood dan GoFood di Banda Aceh. Instrumen penelitian diuji melalui uji validitas dan reliabilitas, dan seluruh item dinyatakan valid serta reliabel (Cronbach’s Alpha = 0,873). Data dikumpulkan melalui kuesioner Google Form dan diproses menggunakan analisis regresi logistik ordinal untuk menguji pengaruh customer review dan customer rating terhadap keputusan pembelian.
Hasil deskriptif menunjukkan mayoritas responden memiliki persepsi tinggi terhadap pentingnya ulasan (mean = 22,36) dan rating (mean = 26,13). Hasil uji parsial membuktikan bahwa customer review berpengaruh signifikan terhadap keputusan pembelian (p = 0,000; OR = 1,652), demikian pula customer rating (p = 0,002; OR = 1,487). Secara simultan, kedua variabel menghasilkan nilai Chi-Square 42,736 (p = 0,000), menandakan pengaruh signifikan bersama. Nilai Nagelkerke R² sebesar 0,482 menunjukkan bahwa 48,2% variasi keputusan pembelian dapat dijelaskan oleh kedua variabel tersebut. Model juga dinyatakan layak melalui uji Goodness-of-Fit dengan signifikansi tinggi.

The growth of food delivery services in Banda Aceh through GrabFood and GoFood applications has driven changes in consumer behavior, with increasing reliance on digital information, particularly customer reviews and ratings. This phenomenon highlights the importance of Electronic Word of Mouth (e-WOM) and social proof as determinants of trust and purchasing decision formation. This study refers to theories of customer reviews, customer ratings, and purchasing decisions supported by previous research regarding the significant influence of reviews and ratings in digital marketing. This study employed a quantitative approach using a survey method involving 100 respondents who were users of GrabFood and GoFood services in Banda Aceh. The research instruments were tested for validity and reliability, and all items were declared valid and reliable with a Cronbach’s Alpha value of 0.873. Data were collected through Google Form questionnaires and analyzed using ordinal logistic regression to examine the effect of customer reviews and customer ratings on purchasing decisions. The results indicate that customer reviews have a significant effect on purchasing decisions (p = 0.000; OR = 1.652), and customer ratings also have a significant effect (p = 0.002; OR = 1.487). Simultaneously, both variables produce a Chi-Square value of 42.736 (p = 0.000), indicating a significant combined effect. The Nagelkerke R² value of 0.482 shows that 48.2 percent of the variation in purchasing decisions can be explained by these two variables. The model was also confirmed to be fit based on the Goodness-of-Fit test with high significance.