Pengaruh Online Customer Review dan Price Consciousness terhadap Keputusan Pembelian pada Layanan Gofood melalui Aplikasi Gojek dengan Selera sebagai Variabel Mediasi

Abstract

This study aims to test online customer review and price consciousness of tastes, test online customer review and price consciousness of purchasing decisions, test tastes of purchasing decisions and test online customer review and price consciousness of purchasing decisions with tastes as a mediating variable. The subjects of this study are people who live in Ubud District, Gianyar Regency who are users of GoFood services on the Gojek application while the objects of this study are online customer review, price consciousness, tastes and purchasing decisions. The research design used is causal quantitative research. The data collection technique in this study was using a questionnaire and the data was then analyzed using path analysis. The results showed that (1) online customer review have a significant effect on tastes in GoFood services through the Gojek application, (2) price consciousness has a significant effect on tastes in GoFood services through the Gojek application, (3) tastes have a significant effect on purchasing decisions on GoFood services through Gojek application, (4) online customer review have no effect on purchasing decisions on GoFood services through the Gojek application, (5) price consciousness has no effect on purchase decisions on GoFood services through the Gojek application, (6) tastes do not mediate the relationship between online customer review of purchasing decisions on GoFood services through the Gojek application, (7) tastes mediate the relationship between price consciousness and purchase decisions on GoFood services through the Gojek application.