PENGARUH ONLINE CUSTOMER REVIEW DAN PROMOSI PENJUALAN TERHADAP KEPUTUSAN PEMBELIAN MAKANAN PADA LAYANAN SHOPEEFOOD DI CENGKARENG BARAT

Abstrak

Penelitian ini bertujuan untuk menganalisis pengaruh online customer review dan promosi penjualan terhadap keputusan pembelian makanan pada layanan ShopeeFood di Cengkareng Barat. Penelitian menggunakan metode kuantitatif dengan pendekatan deskriptif. Populasi penelitian adalah pengguna ShopeeFood di Cengkareng Barat dengan jumlah populasi tidak diketahui, sehingga penentuan sampel menggunakan rumus Lemeshow dan diperoleh 96 responden melalui teknik purposive sampling. Pengumpulan data dilakukan melalui observasi, kuesioner, wawancara, dan studi dokumentasi. Analisis data menggunakan SPSS versi 27 meliputi uji kualitas data, uji asumsi klasik, analisis regresi linear berganda, uji parsial (t), uji simultan (F), dan koefisien determinasi. Hasil penelitian menunjukkan bahwa online customer review berpengaruh positif dan signifikan terhadap keputusan pembelian (β = 0,472; t = 6,428; sig. < 0,001). Promosi penjualan juga berpengaruh positif dan signifikan terhadap keputusan pembelian (β = 0,460; t = 4,791; sig. < 0,001). Secara simultan, kedua variabel berpengaruh positif dan signifikan terhadap keputusan pembelian (F = 69,475; sig. < 0,001) dengan nilai koefisien determinasi (R²) sebesar 0,599. Dengan demikian, online customer review dan promosi penjualan menjadi faktor penting dalam meningkatkan keputusan pembelian pada layanan ShopeeFood di Cengkareng Barat.\

This study aims to analyze the influence of online customer reviews and sales promotion on food purchase decisions through the ShopeeFood service in West Cengkareng. This research employed a quantitative method with a descriptive approach. The population consisted of ShopeeFood users in West Cengkareng with an unknown population size. Therefore, the sample was determined using the Lemeshow formula, resulting in 96 respondents selected through purposive sampling. Data were collected through observation, questionnaires, interviews, and documentation. The data were analyzed using SPSS version 27, including data quality tests, classical assumption tests, multiple linear regression analysis, partial (t-test), simultaneous (F-test), and coefficient of determination (R²). The results indicate that online customer reviews have a positive and significant effect on purchase decisions (β = 0.472; t = 6.428; p < 0.001). Sales promotion also has a positive and significant effect on purchase decisions (β = 0.460; t = 4.791; p < 0.001). Simultaneously, both variables have a positive and significant effect on purchase decisions (F = 69.475; p < 0.001), with a coefficient of determination (R²) of 0.599. Therefore, online customer reviews and sales promotion are important factors influencing consumers' purchase decisions when using the ShopeeFood service in West Cengkareng.