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All Journal Konfrontasi: Jurnal Kultural, Ekonomi dan Perubahan Sosial
Ahmad Zaky Nurfakhriyadi
Management Study Program, Faculty of Economics and Business, Universitas Muhammadiyah Cirebon, Indonesia
Humanities Economics, Econometrics & Finance Social Sciences

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The Effects of Customer Reviews, Ratings, and Price on Purchase Decisions: The Mediating Role of Purchase Intention in Online Food Delivery Applications Ahmad Zaky Nurfakhriyadi; Wahyudayanto Utama; Tedi Kustandi
Konfrontasi: Jurnal Kultural, Ekonomi dan Perubahan Sosial Vol 13 No 4 (2026): Konfrontasi, December
Publisher : Budapest International Research and Critics University

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Abstract

The development of online food delivery services has changed consumer behavior in purchasing food through digital platforms. Before making a transaction, consumers generally use customer reviews, ratings, and price information to evaluate products and merchants. However, previous studies have reported mixed findings regarding the effects of these three factors on purchase decisions, indicating the need for further research. This study aims to analyze the effects of customer reviews, ratings, and price on purchase decisions, with purchase intention as a mediating variable in online food delivery applications. The study employed a quantitative approach and surveyed 170 respondents selected through purposive sampling. Data were collected using a five-point Likert-scale questionnaire and analyzed using Partial Least Squares Structural Equation Modeling (PLS-SEM) with SmartPLS 4. The results show that customer reviews, ratings, and price have positive and significant effects on purchase intention. In addition, customer reviews, ratings, price, and purchase intention also have positive and significant effects on purchase decisions. Purchase intention was found to mediate the effects of customer reviews, ratings, and price on purchase decisions in online food delivery applications. These findings indicate that improving the quality of customer reviews, maintaining consistently favorable ratings, and setting appropriate prices can strengthen consumers' purchase intention and thereby encourage purchase decisions in online food delivery services.
Co-Authors Tedi Kustandi Utama, Wahyudayanto