PENGARUH REVIEW DAN RATING PADA GOOGLE REVIEW TERHADAP KEPUTUSAN PEMBELIAN DI RESTORAN SAUNG PENGKOLAN 2

Rahma Aliya Zakiyah, - and Agus Sudono, - and Dias Pratami Putri, - (2025) PENGARUH REVIEW DAN RATING PADA GOOGLE REVIEW TERHADAP KEPUTUSAN PEMBELIAN DI RESTORAN SAUNG PENGKOLAN 2. S1 thesis, Universitas Pendidikan Indonesia.

Abstract

Era digital menjadikan review dan rating sebagai faktor penting dalam memengaruhi keputusan pembelian konsumen. Penelitian terdahulu lebih banyak berfokus pada review dan rating di platform e-commerce, sedangkan kajian mengenai pengaruh review negatif dan rating rendah pada Google Review di sektor restoran masih terbatas. Penelitian ini bertujuan untuk menganalisis pengaruh review dan rating pada Google Review terhadap keputusan pembelian di Restoran Saung Pengkolan 2, yang memiliki rating terendah di antara restoran Khas Sunda di Kecamatan Lembang. Penelitian menggunakan metode kuantitatif dengan 100 responden melalui teknik probability sampling. Analisis data dilakukan dengan analisis deskriptif dan verifikatif menggunakan IBM SPSS Statistics 27. Hasil penelitian menunjukkan bahwa review dan rating berpengaruh signifikan terhadap keputusan pembelian, baik secara parsial maupun simultan, dengan kontribusi sebesar 42,9%, sedangkan 57,1% dipengaruhi faktor lain di luar penelitian. Temuan ini diharapkan dapat memperluas wawasan akademis mengenai peran review negatif dan rating rendah dalam keputusan pembelian, serta memberikan masukan praktis bagi pengelola restoran untuk mengelola ulasan konsumen dan meningkatkan rating sebagai strategi pemasaran digital. The digital era has made reviews and ratings a crucial factor in influencing consumer purchasing decisions. Previous research has focused more on reviews and ratings on e-commerce platforms, while studies on the influence of negative reviews and low ratings on Google Reviews in the restaurant sector are still limited. This study aims to analyze the influence of reviews and ratings on Google Reviews on purchasing decisions at Saung Pengkolan 2 Restaurant, which has the lowest rating among Sundanese restaurants in Lembang District. The study used a quantitative method with 100 respondents through a probability sampling technique. Data analysis was conducted using descriptive and verification analysis using IBM SPSS Statistics 27. The results showed that reviews and ratings significantly influence purchasing decisions, both partially and simultaneously, with a contribution of 42.9%, while 57.1% is influenced by other factors outside the study. These findings are expected to broaden academic insight into the role of negative reviews and low ratings in purchasing decisions, as well as provide practical input for restaurant managers in managing consumer reviews and increasing ratings as a digital marketing strategy.

	Text S_MIK_2108479_Title.pdf Download (416kB)
	Text S_MIK_2108479_Chapter1.pdf Download (364kB)
	Text S_MIK_2108479_Chapter2.pdf Restricted to Staf Perpustakaan Download (229kB)
	Text S_MIK_2108479_Chapter3.pdf Download (325kB)
	Text S_MIK_2108479_Chapter4.pdf Restricted to Staf Perpustakaan Download (691kB)
	Text S_MIK_2108479_Chapter5.pdf Download (82kB)
	Text S_MIK_2108479_Appendix.pdf Restricted to Staf Perpustakaan Download (2MB)

Item Type:	Thesis (S1)
Additional Information:	https://scholar.google.com/citations?view_op=list_works&hl=en&user=HrapWhkAAAAJ ID SINTA Dosen Pembimbing Agus Sudono : 6134240 Dias Pratami Putri : 6745906
Uncontrolled Keywords:	Review, Rating, Google Review, Keputusan Pembelian, Saung Pengkolan 2 Review, Rating, Google Review, Purchase Decision, Saung Pengkolan 2
Subjects:	H Social Sciences > HF Commerce L Education > L Education (General) L Education > LA History of education T Technology > TX Home economics
Divisions:	Fakultas Pendidikan Ilmu Pengetahuan Sosial > Manajemen Industri Katering
Depositing User:	Rahma Aliya Zakiyah
Date Deposited:	30 Sep 2025 02:04
Last Modified:	30 Sep 2025 02:04
URI:	http://repository.upi.edu/id/eprint/140994

Actions (login required)

View Item