ASSESSMENT OF THE INFLUENCE OF RATING AND REVIEW ON PURCHASING DECISION THROUGH GOFOOD

• Main Author: Setiawati, Lila
• Format: Theses
• Language: Indonesia
• Subjects: Manajemen umum
• Online Access: https://digilib.itb.ac.id/gdl/view/76080
• Institution: Institut Teknologi Bandung

The growing trend of online food consumption in society, known as Online Food Delivery Services (OFDS), provides an opportunity for culinary businesses to partner with online service providers and expand their businesses. GoFood provides a platform that can be used by anyone to sell their food and beverage products, even without the merchant having its own delivery service. GoFood has a rating and review feature on their platform, which is useful for helping customers choose food based on ratings and reviews, as well as providing a space for customers to provide feedback or appreciation to merchants. This research aims to examine the influence of rating and review on the decision-making process of purchasing on GoFood. This research uses a qualitative method by conducting indepth interviews and participatory observations with 15 respondents ranging from 19 to 33 years old, who are GoFood consumers. The data is analyze using thematic analysis approach to identify code from the respondents' answers. The research findings indicate that ratings have a significant impact on consumer purchasing decisions, whereas reviews do not hold as much influence, particularly among new customers who have not previously ordered from the merchant. Consequently, several strategies can be implemented to enhance consumer participation in providing ratings and reviews, such as offering incentives after providing ratings and reviews, improving the rating and review system, developing loyalty programs, enhancing communication features, and elevating the quality and authenticity of ratings and reviews.