Pengaruh Foto Produk dan Customer Rating terhadap Keputusan Pembelian melalui Aplikasi GoFood

https://doi.org/10.35912/rambis.v2i2.1501
Published: Nov 14, 2022

Abstract:

Purpose: The purpose of this study was to determine purchasing decisions on the GoFood application as measured by two aspects, namely product photos and customer ratings. This research can help food and beverage sellers, especially restaurants, as GoFood partners, display attractive product photos to influence consumers' purchasing decisions.

Research methodology: This research is quantitative research with a survey method through an online questionnaire. The sampling technique used was purposive sampling, where the respondents were consumers who had bought food and beverages on the GoFood application, as many as 101 respondents. The analysis technique in this study is an analysis of the characteristics of the respondents; validity and reliability test; classical assumption test; correlation coefficient test (r); coefficient of determination test (R2); F test; and t test.

Results: The results of the study simultaneously show that the product photo (X1) and customer rating (X2) variables simultaneously affect purchasing decisions through the GoFood application. The product photo (X1) and customer rating (X2) variables on purchasing decisions indicate that the better the product photos displayed, the greater the purchasing decisions made by consumers on the GoFood application.

Limitations: Researchers only focus on the GoFood application, while there are still many other food and beverage service provider applications and the number of respondents is still very low to describe the actual situation.

Contribution: enriching knowledge in the field of digital marketing, specifically about the effect of product photos and customer ratings on purchasing decisions.

Keywords:
1. Product Photos
2. Customer Ratings
3. Purchase Decisions
Authors:
1 . Sipa Paujiah
2 . Aripin Ahmad
3 . Mutiasari Nur Wulan
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How to Cite
Paujiah, S. ., Ahmad, A. ., & Wulan, M. N. . (2022). Pengaruh Foto Produk dan Customer Rating terhadap Keputusan Pembelian melalui Aplikasi GoFood . Reviu Akuntansi, Manajemen, Dan Bisnis, 2(2), 79–87. https://doi.org/10.35912/rambis.v2i2.1501
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Issue & Section
Vol. 2 No. 2 (2022): Desember
Articles
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References

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  1. Arbaiah, M., Pandjaitan, D. R., & Ambarwati, D. A. (2022). Pengaruh Dimensi Motivasi Belanja Hedonis terhadap. Reviu Akuntansi, Manajemen, dan Bisnis (Rambis), 55-65.
  2. Asja, H. J., Susanti, S., & Fauzi, A. (2021). Pengaruh Manfaat, Kemudahan, dan Pendapatan terhadap Minat Menggunakan Paylater: Studi Kasus Masyarakat di DKI Jakarta. Jurnal Akuntansi, Keuangan, dan Manajemen (Jakman), 309-325.
  3. Auliya, Z. F., Rifqi, M., Umam, K., & Prastiwi, S. K. (2017). Online Customer Review (OTRs) dan Rating Kekuatan baru pada Pemasaran Online di Indonesia. 89–98.
  4. Buchari, A. (2011). Manajemen pemasaran dan pemasaran jasa. Bandung: alfabeta.
  5. Dellarocas, C. (2003). The digitization of word of mouth: Promise and challenge of online feedback mechanisms. Management science, 49(10), 1407-1424.
  6. Di, W., Sundaresan, N., Piramuthu, R., & Bhardwaj, A. (2014, February). Is a picture really worth a thousand words? -on the role of images in e-commerce. In Proceedings of the 7th ACM international conference on Web search and data mining (pp. 633-642).
  7. Engler, T. H., Winter, P., & Schulz, M. (2015). Understanding online product ratings: A customer satisfaction model. Journal of Retailing and Consumer Services, 27, 113-120.
  8. Farki, A. (2016). Pengaruh online customer review dan rating terhadap kepercayaan dan minat pembelian pada online marketplace di Indonesia. Doctoral dissertation, Institut Teknology Sepuluh Nopember.
  9. Ghozali, Imam. (2016). Aplikasi Analisis Multivariete Dengan Program. IBM SPSS 23 (Edisi 8). Cetakan ke VIII. Semarang : Badan Penerbit Universitas Diponegoro
  10. Istiqomah, M., & Marlena, N. (2020). Pengaruh promo gratis ongkos kirim danonline customer ratingterhadapkeputusan pembelian produkfashion. Jurnal Manajemen, 12(2), 288-298.
  11. Kotler, P., & Keller, K. L. (2009). Manajemen pemasaran.
  12. Kotler, P., & Armstrong, G. (2012). Prinsip-Prinsip Pemasaran Edisi 12 penerbit Erlangga. Kotler, P. Dan K.
  13. Lackermair, G., Kailer, D., & Kanmaz, K. (2013). Importance of online product reviews from a consumer’s perspective. Advances in economics and business, 1(1), 1-5.
  14. Li, X., Wang, M., & Chen, Y. (2014). The impact of product photo on online consumer purchase intention: an image-processing enabled empirical study.
  15. Muhiban, A., & Putri, E. K. (2022). Pengaruh Tampilan Produk dan Electronic Word of Mouth Terhadap Keputusan Pembelian Pada E-commerce Shopee (Studi Kasus Konsumen Shopee di PT. Gucci Ratu Textile Kota Cimahi). Jurnal EMT KITA, 6(2), 249-266.
  16. Moe, W. W., & Schweidel, D. A. (2012). Online product opinions: Incidence, evaluation, and evolution. Marketing Science, 31(3), 372-386.
  17. Servanda, I. R. S., Sari, P. R. K., & Ananda, N. A. (2019). Peran Ulasan Produk dan Fot Produk yang Ditampilkan Penjual pada Marketplace Shopee terhadap Minat Beli Pria dan Wanita. Jurnal Manajemen Dan Bisnis, 2(2), 69-79.
  18. Sianipar, F. A. H., & Yoestini, Y. (2021). Analisis Pengaruh Customer Review Dan Customer Rating Terhadap Keputusan Pembelian Produk di Online Marketplace (Studi Pada Mahasiswa Pengguna Tokopedia di Kota Semarang). Diponegoro Journal of Management, 10(6).
  19. Sudjatmika, F. V. (2017). Pengaruh harga, ulasan produk, kemudahan, dan keamanan terhadap keputusan pembelian secara online di Tokopedia. com. Agora, 5(1).
  20. Tjahjono, A. (2013). Analisa marketing mix, lingkungan sosial, psikologi terhadap keputusan pembelian online pakaian wanita. Jurnal strategi Pemasaran, 1(2), 1-9.
  21. Widiartanto & Ardianti A N. (2018). Pengaruh Online Customer Review dan Online Customer Rating terhadap Keputusan Pembelian melalui Marketplace Shopee. (Studi pada Mahasiswa Aktif FISIP Undip) Jurnal Administrasi Bisnis, Vol. 8, hal. 55-66, 2.
  22. Yuliana. (2021). Peningkatan Daya Saing Bisnis melalui Technopreneurship. Reviu Akuntansi, Manajemen, dan Bisnis (Rambis), 103-113.