Pengaruh Promosi Digital, Online Customer Review, dan Online Customer Rating Terhadap Keputusan Pembelian Konsumen pada Layanan Food Delivery di Kota Purwokerto

Dinar Alim Permana Jati; Kusna Djati Purnama

doi:10.55606/jaemb.v6i3.11779

Authors

Dinar Alim Permana Jati Universitas Sains dan Teknologi Komputer
Kusna Djati Purnama Universitas Sains dan Teknologi Komputer

DOI:

https://doi.org/10.55606/jaemb.v6i3.11779

Keywords:

Digital Promotion, Online Customer Review, Online Customer Rating, Purchasing Decision, Food Delivery Service

Abstract

The rapid growth of digital technology has transformed consumer purchasing behavior, particularly in the food delivery service industry, where digital information plays a crucial role in influencing purchase decisions. In Purwokerto, food delivery platforms increasingly rely on digital promotion, online customer reviews, and online customer ratings to attract and retain consumers. However, the extent to which these factors influence consumer purchasing decisions remains an important issue to investigate. Therefore, this study aims to analyze the effects of digital promotion, online customer reviews, and online customer ratings on consumer purchasing decisions in food delivery services in Purwokerto. This research employed a quantitative approach using a survey method. Data were collected through questionnaires distributed to 120 food delivery service users selected through purposive sampling. The collected data were analyzed using validity and reliability tests, classical assumption tests, and multiple linear regression analysis. The results indicate that digital promotion, online customer reviews, and online customer ratings each have a positive and significant effect on consumer purchasing decisions. Furthermore, the three variables simultaneously exert a significant influence on purchasing decisions. The findings suggest that effective digital marketing strategies supported by trustworthy customer reviews and favorable ratings can enhance consumer confidence and encourage purchasing behavior. It can be concluded that the integration of digital promotion and consumer-generated information is a key factor in increasing purchasing decisions for food delivery services, particularly in non-metropolitan areas such as Purwokerto.

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