PENGARUH ONLINE CUSTOMER REVIEW DAN DISKON TERHADAP KEPUTUSAN PEMBELIAN MAKANAN PADA MARKETPLACE SHOPEEFOOD (Studi pada konsumen ShopeeFood di Jakarta)

  • Phamendyta Azaria Universitas 17 Agustus 1945 Jakarta
  • Jayanti Sagala Universitas 17 Agustus 1945 Jakarta

Abstract

This study aims to examine the effect of Online Customer Reviews and Discounts on Food Purchasing Decisions at the ShopeeFood marketplace. This research was carried out online by distributing questionnaires to respondents who live in Jakarta. The sampling technique uses purposive sampling. The data analysis method used is multiple linear regression. The results of the study show that (1) Online Customer Reviews have a positive and significant effect on Food Purchasing Decisions for ShopeeFood consumers in Jakarta (2) Discounts have a positive and significant effect on Food Purchase Decisions for ShopeeFood consumers in Jakarta (3) Online Customer Reviews and Discounts have a positive and significant effect significant impact on food purchasing decisions for ShopeeFood consumers in Jakarta.

Published
Jan 4, 2023
How to Cite
AZARIA, Phamendyta; SAGALA, Jayanti. PENGARUH ONLINE CUSTOMER REVIEW DAN DISKON TERHADAP KEPUTUSAN PEMBELIAN MAKANAN PADA MARKETPLACE SHOPEEFOOD (Studi pada konsumen ShopeeFood di Jakarta). JOURNAL OF BUSINESS STUDIES, [S.l.], v. 7, n. 2, p. 1-12, jan. 2023. ISSN 2443-3837. Available at: <https://ojs3.binainsancerdas.com/index.php/jbsuta/article/view/6560>. Date accessed: 13 apr. 2026.
Citation Formats
Issue
Vol 7 No 2 (2022): Business Studies
Section
Articles

Keywords

Promotional Mix, Brand Image, Buying Interest