Pengaruh Customer review dan customer rating terhadap keputusan penggunaan layanan pesan antar kuliner Grabfood, Gofood, dan Maxim di Kota Pangkalpinang

Fricillia Fransisca, (NIM. 3042211025) (2026) Pengaruh Customer review dan customer rating terhadap keputusan penggunaan layanan pesan antar kuliner Grabfood, Gofood, dan Maxim di Kota Pangkalpinang. Other thesis, Universitas Bangka Belitung.

[thumbnail of HALAMAN DEPAN] Text (HALAMAN DEPAN)
HALAMAN DEPAN.pdf - Accepted Version
Restricted to Registered users only
Download (953kB)
[thumbnail of BAB I] Text (BAB I)
BAB I.pdf - Accepted Version
Restricted to Registered users only
Download (600kB)
[thumbnail of BAB II] Text (BAB II)
BAB II.pdf - Accepted Version
Restricted to Registered users only
Download (586kB)
[thumbnail of BAB III] Text (BAB III)
BAB III.pdf - Accepted Version
Restricted to Registered users only
Download (499kB)
[thumbnail of BAB IV] Text (BAB IV)
BAB IV.pdf - Accepted Version
Restricted to Registered users only
Download (599kB)
[thumbnail of BAB V] Text (BAB V)
BAB V.pdf - Accepted Version
Restricted to Registered users only
Download (420kB)
[thumbnail of DAFTAR PUSTAKA] Text (DAFTAR PUSTAKA)
DAFTAR PUSTAKA.pdf - Accepted Version
Restricted to Registered users only
Download (405kB)
[thumbnail of LAMPIRAN] Text (LAMPIRAN)
LAMPIRAN.pdf - Accepted Version
Restricted to Repository staff only
Download (2MB)

Abstract

This research is motivated by the increasing use of app-based food delivery services such as GrabFood, GoFood, and Maxim in Pangkalpinang City, which has led consumers to rely more heavily on online information prior to making decisions. In this context, customer reviews and customer ratings are considered key determinants influencing service usage decisions. This research aims to examine and analyze the effect of customer reviews and customer ratings on consumers’ decisions to use food delivery services. A quantitative approach was employed using a survey method, with data collected through structured questionnaires distributed to respondents who have previously used these services. The sampling technique applied was purposive sampling based on criteria relevant to the research objectives. Data analysis was conducted using multiple linear regression with the assistance of IBM SPSS software. The findings reveal that, partially, customer reviews have a statistically significant effect on service usage decisions, whereas customer ratings do not show a significant effect. However, simultaneously, both variables significantly influence the decision to use food delivery services. These results indicate that customer reviews play a more dominant role by providing more detailed, credible, and relevant information to support consumer decision-making processes. Meanwhile, customer ratings function primarily as a complementary indicator in shaping initial perceptions. This research contributes to the development of digital marketing literature and provides practical insights for businesses in optimizing consumer review-based strategies.

Item Type: Thesis (Other)
Uncontrolled Keywords: customer review, customer rating, keputusan penggunaan layanan, pemasaran digital
Subjects: H Ilmu Sosial > HF Perdagangan
Divisions: FAKULTAS EKONOMI DAN BISNIS > BISNIS DIGITAL > SKRIPSI
Depositing User: Mrs Nia Erawati
Date Deposited: 06 Nov 2026 09:23
Last Modified: 06 Nov 2026 09:23
URI: https://repository.ubb.ac.id/id/eprint/13663

Actions (login required)

View Item View Item