PERAN KEPERCAYAAN KONSUMEN MEMEDIASI PENGARUH ONLINE CUSTOMER RATING TERHADAP KEPUTUSAN PEMBELIAN
DOI:
https://doi.org/10.24843/EJMUNUD.2026.v15.i6.p02Kata Kunci:
kepercayaan konsumen; keputusan pembelian; online customer ratingAbstrak
Penelitian ini bertujuan untuk menguji peran kepercayaan konsumen dalam memediasi pengaruh online customer rating terhadap keputusan pembelian pada GoFood Soto Sapi Wijaya di Kabupaten Badung. Populasi dalam penelitian ini adalah masyarakat yang berdomisili di Kabupaten Badung dan pernah melakukan pembelian makanan setidaknya satu kali pada GoFood Soto Sapi Wijaya. Menggunakan pendekatan kuantitatif, data dikumpulkan dari jawaban 120 orang responden berdasarkan pernyataan terkait variabel online customer rating, kepercayaan konsumen, dan keputusan pembelian yang diberikan melalui kuesioner berskala likert. Metode pengambilan sampel menggunakan nonprobability sampling dengan purposive sampling dan data dianalisis dengan Structural Equation Modeling Partial Least Square (SEM-PLS) menggunakan aplikasi SmartPLS 4.0. Hasil analisis menunjukkan bahwa online customer rating tidak berpengaruh signifikan terhadap keputusan pembelian, online customer rating berpengaruh positif dan signifikan terhadap kepercayaan konsumen, dan kepercayaan konsumen berpengaruh positif dan signifikan terhadap keputusan pembelian. Hasil penelitian ini menunjukkan bahwa kepercayaan konsumen mampu memediasi secara penuh pengaruh online customer rating terhadap keputusan pembelian. Implikasi teoritis penelitian ini memperkuat teori S-O-R dalam menjelaskan perilaku keputusan pembelian. Sementara itu, implikasi praktis dari penelitian ini digunakan sebagai informasi dalam menyusun strategi pemasaran yang efektif, dengan memanfaatkan online customer rating dan membangun kepercayaan konsumen untuk meningkatkan keputusan pembelian pada layanan online food delivery.
This study aims to examine the role of consumer trust in mediating the effect of online customer ratings on purchase decisions at GoFood Soto Sapi Wijaya in Badung Regency. A quantitative approach was used, with data collected from 120 respondents through a Likert-scale questionnaire measuring online customer ratings, consumer trust, and purchase decisions. The sampling technique was non-probability purposive sampling, and data were analyzed using Structural Equation Modeling Partial Least Squares (SEM-PLS) via SmartPLS 4.0. The results reveal that online customer ratings do not significantly affect purchase decisions directly, but do have a positive and significant influence on consumer trust. In turn, consumer trust has a positive and significant effect on purchase decisions. Furthermore, consumer trust is found to fully mediate the relationship between online customer ratings and purchase decisions. Theoretically, this study supports the Stimulus-Organism-Response (S-O-R) framework in explaining consumer behavior. Practically, the findings offer insights for businesses to design effective marketing strategies by optimizing online ratings and strengthening consumer trust to increase purchase decisions in digital food delivery services.
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