PENGARUH HARGA DAN ULASAN KONSUMEN TERHADAP KEPUTUSAN PEMBELIAN MAKANAN MELALUI FITUR GOFOOD PADA APLIKASI GOJEK

KARO, RANITA BR (2026) PENGARUH HARGA DAN ULASAN KONSUMEN TERHADAP KEPUTUSAN PEMBELIAN MAKANAN MELALUI FITUR GOFOOD PADA APLIKASI GOJEK. Skripsi thesis, UNIVERSITAS QUALITY.

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Abstract

THE INFLUENCE OF PRICE AND CONSUMER REVIEWS ON FOOD PURCHASE DECISIONS THROUGH THE GOFOOD FEATURE ON THE GOJEK APPLICATION ABSTRACT Although GoFood services are widely used, consumer purchase decisions are not necessarily high due to price differences from additional fees as well as varied consumer reviews, which can create uncertainty. This study aims to analyze the influence of price and consumer reviews on food purchase decisions through the GoFood feature on the Gojek application in the Medan Tuntungan District.This study uses a quantitative approach with a survey method involving 100 respondents. The data were analyzed using multiple linear regression. The results indicate that individually, both price and consumer reviews have a positive and significant effect on purchase decisions. Simultaneously, these two variables also have a significant impact on purchase decisions. The coefficient of determination value shows that price and consumer reviews are able to explain 38.4% of the purchase decisions. Keywords: Price, Consumer Reviews, Purchasing Decision, GoFood

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