PENGARUH ONLINE CUSTOMER REVIEW DAN ONLINE CUSTOMER RATING TERHADAP KEPUTUSAN PEMBELIAN PADA APLIKASI GRAB UMAH PRADJA

I Gusti Made Oka Astana (Sekolah Tinggi Ilmu Ekonomi Satya Dharma Singaraja)
Kadek Angga Januarta Yasa (Sekolah Tinggi Ilmu Ekonomi Satya Dharma Singaraja)

Daya Saing : Jurnal Ilmu Manajemen
Vol. 12 No. 2 (2026): Inovasi Manajemen, Kinerja Organisasi, dan Pembangunan Ekonomi Berkelanjutan d

This study aims to determine the Influence of Online Customer Reviews and Online Customer Ratings on Purchasing Decisions on the Grab Application at Umah Pradja. This study uses a quantitative approach, with the data collection technique used being a questionnaire distributed using Google Form media and going directly to the field with a measuring instrument in the form of a Likert scale, where those selected as respondents are consumers who have shopped at Umah Pradja through the Grab application with a total of 65 buyers. The data analysis technique used in this study is SPSS Version PASW Statistics 18. The results of the study show that Reviews and Ratings have a positive and significant effect on Purchasing Decisions.