KEPUTUSAN PEMBELIAN PADA G. WALAT CAFÉ: PERAN ONLINE CONSUMER REVIEW DAN KEPERCAYAAN KONSUMEN

Shofy Ashfiyah; Endang  Silaningsih; Yulianingsih

doi:10.47329/jurnalmbe.v12i2.1910

Authors

Shofy Ashfiyah Universitas Djuanda
Endang Silaningsih Universitas Djuanda
Yulianingsih Universitas Djuanda

DOI:

https://doi.org/10.47329/jurnalmbe.v12i2.1910

Keywords:

Online Consumer Review, Consumer Trust, Purchasing Decisions

Abstract

This study set out to answer one question: to what extent do online consumer reviews and consumer trust drive purchasing decisions among G. Walat Café's customers? The researcher pursued this through a quantitative method that blends descriptive and verification approaches, drawing 150 respondents via purposive sampling, a form of non-probability sampling. Data came from a five-point Likert-scale questionnaire, with multiple linear regression in IBM SPSS Statistics version 26 serving as the analytical tool. The analysis surfaced two consistent findings. Online consumer reviews carry a positive, statistically significant influence on purchasing decisions, and consumer trust exerts much the same influence. Even when the two variables are examined jointly, their positive and significant effect on G.Walat Café's customer purchasing decisions holds steady. Given these results, G. Walat Café would do well to sustain strong product and service quality while actively encouraging positive, credible customer reviews, since the two work hand in hand to strengthen purchasing decisions.

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