KEPUTUSAN PEMBELIAN: CUSTOMER REVIEW DAN CUSTOMER RATING DENGAN TRUST SEBAGAI VARIABEL MEDIASI (STUDI PADA GRABFOOD)

Tujuan penelitian ini untuk mengetahui bagaimana customer review dan customer rating mempengaruhi keputusan pembelian yang dimediasi oleh kepercayaan pada konsumen yang melakukan pembelian makanan melalui fitur GrabFood, khususnya pada konsumen generasi Z di Sidoarjo. Pendekatan kuantitatif adalah metode penelitian yang digunakan. Ukuran sampel adalah 100 responden, diambil menggunakan metode non-probability sampling yang dikombinasikan dengan purposive sampling. Data penelitian diperoleh melalui penyebaran kuesioner secara online, kemudian diproses dengan SmartPLS v.4.0. Hasil temuan menunjukkan tidak adanya pengaruh secara langsung antara customer review terhadap keputusan pembelian, adanya pengaruh secara langsung antara customer rating terhadap keputusan pembelian, adanya pengaruh signifikan antara customer review terhadap kepercayaan, tidak terdapat pengaruh yang signifikan antara customer rating terhadap kepercayaan, adanya pengaruh antara kepercayaan terhadap keputusan pembelian, terdapat pengaruh signifikan antara customer review melalui kepercayaan terhadap keputusan pembelian makanan pada fitur GrabFood, serta tidak adanya pengaruh signifikan antara customer rating melalui kepercayaan terhadap keputusan pembelian makanan pada fitur GrabFood.
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The purpose of this study was to determine how customer reviews and customer ratings affect purchasing decisions mediated by trust in consumers who purchase food through the GrabFood feature, especially for generation Z consumers in Sidoarjo. A quantitative approach is the research method used. The sample size was 100 respondents, taken using non-probability sampling method combined with purposive sampling. Research data were obtained through distributing questionnaires online, then processed with SmartPLS v.4.0. The findings show that there is no direct influence between customer reviews on purchasing decisions, there is a direct influence between customer ratings on purchasing decisions, there is a significant influence between customer reviews on trust, there is no significant influence between customer ratings on trust, there is an influence between trust on purchasing decisions, there is a significant influence between customer reviews through trust on food purchasing decisions on the GrabFood feature, and there is no significant influence between customer ratings through trust on food purchasing decisions on the GrabFood feature.