Pengaruh, Kemudahan Pengguna, Online Customer Rating Dan Online Customer Review Terhadap Keputusan Pembelian Pada Gofood (Studi Kasus Pada Mahasiswa Universitas Islam Malang Angkatan Tahun 2020)

Abstract

Abstract

 

The purpose of this study is to find out and analyze how the Influence of User Convenience, Online Customer Rating, and Online Customer Review on Purchase Decisions on Gofood in Students of the Islamic University of Malang Class of 2020. The population in this study is gofood users in the 2020 class of Islamic University of Malang students and uses a sample of 120 respondents. The method used in this study uses multiple linear regression analysis with the SPSS version

23 test tool. The results of the study were obtained from the Influence of Convenience, Online Customer Rating, and Online Customer Review, which have a significant effect simultaneously on Purchase Satisfaction. The influence of User Convenience has a positive and significant effect on purchase decisions. Online Customer Rating does not have a significant effect on purchase decisions and Online Customer Reviews have a positive and significant effect on purchase decisions.

 

Keywords : User Convenience, Online Customer Rating, Online Customer Review, Gofood