Pengaruh Online Customer Review dan Online Customer Rating Terhadap Loyalitas Konsumen Burger Bangor di Shopeefood Yogyakarta

Transformasi: Journal of Economics and Business Management Pub Date : 2024-06-08 DOI:10.56444/transformasi.v3i2.1670

Sukma Novita Setyaningrum, Universitas Widya, Mataram

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引用次数: 0

Abstract

Abstract. Digital transformation has brought about changes in shopping patterns with the advent of online shopping and food ordering. Reviews and ratings have a big impact on consumer preferences, so it is important to pay attention to reviews and ratings in online marketing strategies. This study aims to measure the impact of online consumer reviews and ratings on consumer loyalty to Bangor Burger on ShopeeFood. Through a quantitative approach, the sample was taken using the Non - probability sampling method with a total of 100 respondents. The population studied was consumers who had bought Bangor Burger at ShopeeFood. Data was collected through questionnaires distributed to respondents. Data analysis was carried out using path analysis with IBM SPSS software. The results showed that reviews and ratings have a significant influence on Burger Bangor consumer loyalty at ShopeeFood. Keywords: Online Shopping, ShoppeeFood, Burger Bangor, Consumers, Review, Rating, Consumer Loyalty. Abstrak. Transformasi digital telah membawa perubahan dalam pola belanja dengan hadirnya belanja online maupun pemesanan makanan. Review dan rating memiliki dampak yang besar pada preferensi konsumen, sehingga penting untuk memperhatikan review dan rating dalam strategi pemasaran online. Penelitian ini bertujuan untuk mengukur dampak review dan rating konsumen secara online terhadap loyalitas konsumen pada Burger Bangor di ShopeeFood. Melalui pendekatan kuantitatif, sampel diambil menggunakan metode Non – probability sampling dengan jumlah responden sebanyak 100 responden. Populasi yang diteliti adalah konsumen yang pernah membeli Burger Bangor di ShopeeFood. Data dikumpulkan melalui kuesioner yang disebarkan kepada responden. Analisis data dilakukan menggunakan path analysis dengan perangkat lunak IBM SPSS. Hasil penelitian menunjukkan bahwa review dan rating memiliki pengaruh signifikan terhadap loyalitas konsumen Burger Bangor di ShopeeFood. Kata kunci: Belanja Online, ShoppeeFood, Burger Bangor, Konsumen, Review, Rating, Loyalitas Konsumen.

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在线顾客评论和在线顾客评分对日惹 Shopeefood 的 Bangor 汉堡的消费者忠诚度的影响

摘要随着网上购物和订餐的出现，数字化转型带来了购物模式的变化。评论和评级对消费者的偏好有很大影响，因此在网络营销策略中关注评论和评级非常重要。本研究旨在衡量网络消费者评论和评级对消费者在 ShopeeFood 上对班戈汉堡忠诚度的影响。通过定量方法，采用非概率抽样法抽取样本，共有 100 名受访者。研究对象是在 ShopeeFood 上购买过班戈汉堡的消费者。数据是通过向受访者发放问卷收集的。数据分析使用 IBM SPSS 软件进行路径分析。结果表明，评论和评分对在 ShopeeFood 购买班戈汉堡的消费者的忠诚度有显著影响。关键词网上购物、ShoppeeFood、Burger Bangor、消费者、评论、评级、消费者忠诚度。摘要。数字化转型将使消费者在网上购物和生产过程中获得更多好处。评论和评分是对用户偏好的最好证明，同时也是在线营销策略中不可或缺的部分。您可以通过 ShopeeFood 在线对班戈汉堡的忠诚度进行评论和评分。为了实现公共管理，抽样采用了非概率抽样方法，共有 100 个回答者。调查对象为在 ShopeeFood 购买班戈汉堡的消费者。这些数据是根据回复者的反馈得出的。数据分析采用 IBM SPSS 的路径分析。分析结果表明，评论和评分对于忠实于 ShopeeFood 的班戈汉堡来说具有重要意义。 Kata kunci: Belanja Online, ShoppeeFood, Burger Bangor, Konsumen, Review, Rating, Loyalitas Konsumen.

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Transformasi: Journal of Economics and Business Management

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