ANALISA ONLINE CUSTOMER RATING DAN HARGA SEBAGAI PREDIKTOR DALAM KEPUTUSAN PEMBELIAN ONLINE PADA MARKETPLACE GOJEK

Abstract

The desire for internet technology stems from the necessities of human life and lifestyle, which also causes individuals to gain advantages in the form of comfort, efficiency, and convenience when it comes to meeting their wants for food and drink. With a research location in Ungaran City, this study focuses on one of the internet application platforms for GoFood's food and beverage shuttle services from Gojek. The sort of research being used is associative causal research, which employs quantitative approaches. In this study, 97 samples were utilized as respondents, and the number of samples was determined using the Cochran method because many populations' compositions are not known with confidence. The conclusions of this investigation can be summed up as follows: 1) Online customer reviews have an impact on the factors influencing purchasing decisions, according to an analysis of the relationship between online consumer reviews and those decisions.;2) An analysis of the relationship between price and purchasing decisions revealed that the variable purchase decision is unaffected by price; 3) Testing online customer ratings and prices simultaneously revealed that both of these factors together have an impact on consumers' decisions to buy.