PENGARUH DIGITAL MARKETING, ONLINE CUSTOMER RATING, DAN ONLINE CUSTOMER REVIEW TERHADAP KEPUTUSAN PEMBELIAN PRODUK KULINER PADA APLIKASI ONLINE FOOD DELIVERY (GRABFOOD, GOFOOD, SHOPEEFOOD)
DOI:
https://doi.org/10.70248/jmie.v3i2.3442Abstract
Penelitian ini bertujuan untuk menganalisis pengaruh digital marketing, online customer rating, dan online customer review terhadap keputusan pembelian produk kuliner pada aplikasi online food delivery GrabFood, GoFood, dan ShopeeFood di Kota Surabaya. Metode penelitian yang digunakan adalah pendekatan kuantitatif dengan desain penelitian kausal melalui metode survei terhadap 100 responden pengguna aplikasi online food delivery yang dipilih menggunakan teknik purposive sampling. Pengumpulan data dilakukan secara daring menggunakan kuesioner berskala Likert, kemudian dianalisis dengan regresi linier berganda menggunakan perangkat lunak SPSS disertai uji validitas, reliabilitas, uji asumsi klasik, uji t, uji F, dan koefisien determinasi. Hasil penelitian menunjukkan bahwa digital marketing, online customer rating, dan online customer review secara parsial berpengaruh positif dan signifikan terhadap keputusan pembelian, serta secara simultan ketiga variabel tersebut memiliki pengaruh yang signifikan terhadap keputusan pembelian produk kuliner pada aplikasi online food delivery. Simpulan penelitian ini menegaskan bahwa keputusan pembelian konsumen pada aplikasi online food delivery dipengaruhi oleh kombinasi strategi pemasaran digital yang efektif, tingkat rating pelanggan yang tinggi, serta kualitas dan kredibilitas ulasan pelanggan, sehingga pengelolaan ketiga faktor tersebut menjadi penting bagi merchant dalam meningkatkan daya saing dan kepercayaan konsumen.
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