PENGARUH FITUR RATING KOPI LOKAL PADA LAYANAN GOFOOD TERHADAP MINAT BELI KONSUMEN (SURVEY PENGGUNA GOFOOD KOPI DARI HATI DI JAKARTA SELATAN)

Muhammad Zidane Fahrezy, . (2025) PENGARUH FITUR RATING KOPI LOKAL PADA LAYANAN GOFOOD TERHADAP MINAT BELI KONSUMEN (SURVEY PENGGUNA GOFOOD KOPI DARI HATI DI JAKARTA SELATAN). Skripsi thesis, Universitas Pembangunan Nasional Veteran Jakarta.

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Abstract

In the digital era, consumer behavior has undergone a significant shift in line with the increasing reliance on ratings prior to making purchasing decisions, including within food delivery services such as GoFood. One of the key features influencing consumer decisions is the rating feature, which represents a form of electronic word of mouth (e-WOM) and serves as a source of information credibility based on previous user experiences. This study aims to examine the influence of the local coffee rating feature on GoFood on consumer purchase intention, particularly concerning the product Kopi Dari Hati in the South Jakarta area. The research employs a quantitative approach with a survey method, utilizing an online questionnaire distributed via Google Forms to 100 respondents, determined using the Lemeshow formula. The normality test results show that the data are normally distributed (significance value = 0.200 > 0.05). The correlation test indicates a significant relationship between the rating feature and purchase intention, with a significance value of 0.000 and a correlation coefficient of 0.586. Simple linear regression analysis reveals that the rating feature has a positive and significant effect on purchase intention (significance value = 0.000), with a coefficient of determination (R Square) of 0.343, indicating that 34.3% of the variation in purchase intention can be explained by the rating feature. The hypothesis test supports these findings with a significance value of 0.000 (< 0.05), suggesting that the rating feature statistically influences consumer purchase intention. These findings confirm that the rating feature, as a form of e-WOM, contributes significantly to building information credibility and encouraging purchasing decisions on digital service platforms.

Item Type: Thesis (Skripsi)
Additional Information: [No.Panggil: 2110411014] [Pembimbing: Puri Bestari Mardani] [Penguji 1: Dr. Kusumajanti] [Penguji 2: Rizkiya Ayu Maulida]
Uncontrolled Keywords: rating feature, e-WOM, purchase intention, information credibility, GoFood, local coffee
Subjects: H Social Sciences > H Social Sciences (General)
Divisions: Fakultas Ilmu Sosial dan Ilmu Politik > Program Studi Ilmu Komunikasi (S1)
Fakultas Ilmu Sosial dan Ilmu Politik > Program Studi Ilmu Komunikasi (S1)
Depositing User: MUHAMMAD ZIDANE FAHREZY
Date Deposited: 06 Aug 2025 06:24
Last Modified: 06 Aug 2025 06:24
URI: http://repository.upnvj.ac.id/id/eprint/38973

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