JMIF THE INFLUENCE OF ONLINE CUSTOMER REVIEW AND ONLINE CUSTOMER RATING ON GOFOOD PURCHASE DECISIONS IN THE GOJEK APPLICATION

Abstract


INTRODUCTION
The rapid development of internet technology has resulted in significant changes in the business world in Indonesia, especially in the culinary field. This modification includes all buying and selling activities carried out online through electronic media or also known as online transactions. Online transactions can be completed using various online service provider entered a new chapter in 2018 when it announced its expansion into four Southeast Asian countries, including Vietnam, Singapore, Thailand and the Philippines. Then, since April 2015, GoFood has been running, and technological sophistication that facilitates all forms of the sales process for business actors has also mushroomed. The GoFood service, which offers a variety of food products, clearly shows an increase in the number of business actors. This product has partnered with Gojek so that all online customers who use GoFood services can access it. A large number of GoFood service partners also provide users with many choices. As a result, there is a review and rating service (Umar & Akhfar, 2021).
When shopping online, consumers must gather information about the product they want to buy, but they have little information about the product because they cannot physically touch or feel it. Consumers can use reviews and ratings to quickly find information about a product. Fahrozi et al., (2022) said that the main feature of the marketplace today is the use of reviews and ratings as tools to increase customer interest and trust.
Online customer reviews is a type of electronic word of mouth (eWOM) communication in online sales where consumers and potential buyers can obtain product information, enabling potential buyers to easily find similar products being sold by other sellers (Naomi & Ardhiyansyah, 2021). This is due to the rapid adoption of digital marketing, which benefits consumers by not having to visit multiple sellers in person (Yasmin et al., 2015). Consumers can check reviews on GoFood services before buying a product to find out whether there are positive or negative reviews on GoFood. There is also a rating feature besides the review feature. Online customer rating is a customer's assessment of an item based on their psychological state at the time of purchase (Harli & Mutasowifin, 2021;Munte et al., 2020). The rating scale on the GoFood service gives buyers 1 to 5 stars based on the services and products provided by sellers to consumers. If the product received is not good or unsatisfactory the buyer will give a low star, and vice versa if the product or service provided by the seller to the consumer is very satisfying and meets consumer expectations, the star that will be given can reach 5 stars. Figure 1.1 below shows how customers who have purchased this product can provide reviews and ratings to share information with other customers. This information is not only useful for other consumers, but can also be used by sellers to improve the quality of food, beverage and service products that consumers feel are unsatisfactory. The review and rating features are very useful because they can influence other potential buyers before they decide to buy a product (Suryawan et al., 2022). Ardianti and Widiartanto, (2019) explain that purchasing decisions are a psychological process that consumers go through, the process begins with the stage of paying attention to goods or services, if it impresses he will move on to the interest stage to find out about the features of the product or service.
Previously the researcher had conducted a mini research on 40 respondents, including 28 female respondents and 12 male respondents. The mini research data conducted in table 1 below can be seen that the most widely used application is Gojek.

Online Customer Reviews
Online customer reviews are reviews given by consumers related to information from evaluating a product on various aspects, with this information consumers can get the quality of the product they are looking for, reviews and experiences written by consumers who have purchased products from online sales (Karimah & Astuti, 2022;Mo et al., 2015). Before consumers or potential consumers buy products on online shopping sites, consumers or potential consumers are used to looking for information that can be searched in various ways (Mo et al., 2015). Reviews that are user generated content or you could say is another form of electronic word of mouth

Online Customer Ratings
Online customer rating is part of an online customer review that uses symbols or scores as a way to express consumer ratings (Chatterjee, 2019). Westbrook, (1980) also describes Online Customer Rating as part of Online Customer Review, which is another form of consumer assessment of a product which is usually in the form of stars or scores. Online customer ratings will be considered to have an impact on someone's buying decision. This is because a person tends to buy goods whose quality is guaranteed and one way to assess the quality of an unknown product is to look at online customer reviews and online customer ratings (Lavenia. J. Sondakh et al., 2016).
Rating is also the result of a user's assessment of a product based on the psychological and emotional conditions they get after using or interacting directly.
The existence of rating makes it easy for consumers to make their choices, especially when faced with the same type of product but different manufacturers. Filieri, (2014) explains the online customer rating indicators as follows: Number of Ratings using the shape of the star symbol, the more stars you give, the better the seller's rating, Product Quality Assessment, One of the ways consumers have an opinion about the quality of online products, although sometimes it occurs in measurement, this is mainly due to product evaluations by consumers.

Purchasing Decision
Purchasing decisions are a series of processes that begin with consumer awareness of a problem, seek information about a particular product or brand, and assess how well each of these alternatives can solve a problem, which leads to a purchase decision. Ardianti and Widiartanto, (2019) explain, purchasing decisions are a psychological process that consumers go through. The process starts with noticing the product or service, and if that impresses her, she'll move on to the interest stage to learn more about the product or service's features. Based on this definition, purchasing decisions are stages or decision-making processes carried out by consumers before buying or using a product.
Kotler and Keller, (2012) argue, the purchasing decision process is a five-stage process that consumers go through, starting with problem recognition, information search, evaluation of alternatives that can solve problems, purchase decisions, and post-purchase behavior that begins long before the actual purchase is made by the consumer. Consumers and have a lasting impact after that. There are three indicators in determining purchasing decisions Kotler and Keller, (2012), namely stability in a product is when making a purchase, consumers choose one of several alternatives, habits in buying products, habit is the repetition of something continuously in H3: Online customer reviews and online customer ratings have a significant effect on purchasing decisions for GoFood on the Gojek application simultaneously.

Location and Time of Research
This research was conducted in Ternate City from October 2022 to December.
Determination of time is intended so that the data in this study is complete and carried out carefully and objectively.

Population and Sample
The population in this study were users of the Gojek application in Ternate City. The sample is part of the amount owned by the population (Sugiyono, 2014

Sampling Technique
The sampling technique was nonprobability sampling with a purposive approach and snowball sampling. Nonprobability sampling technique is a technique where each member of the population does not have the same opportunity to be sampled. Meanwhile, purposive sampling is a sample selection method based on certain criteria. Selection of certain criteria is intended to provide the most information (Suliyanto, 2018), and snowball sampling is a sampling technique for data sources that are initially small in number but gradually increase in size (Sugiyono, 2009).
Respondent criteria in this study were the people living in the south, central, north city of Ternate, and have made GoFood purchases on the Gojek application and decision maker

Data Types and Sources
The type of data used in this research was quantitative data. The data sources used in this research were primary and secondary data.

Data collection technique
In this study, data collection techniques used a questionnaire by using a Likert scale of 1-5.

Data analysis technique
The analysis technique used multiple linear analysis with the SPSS program tool used to test the effect of the independent and dependent variables, namely Online Customer Reviews and Online Customer Ratings on GoFood Purchasing Decisions in the Gojek Application.

RESULT
Respondents in this study were users of the Gojek application in Ternate City with the criteria of having purchased GoFood on the Gojek application and decision makers. The questionnaire was distributed in two ways, the first was shared directly with the respondents, and

Test t against online customer indicators
Reviews obtained t count of 0.344 with a significance of t of 0.731. In this variable, t count < t table (0.344 < 1.97) or significantly t greater than 0.05 (0.731 > 0.05), so partially online customer rating does not significantly influence GoFood purchasing decisions in the GoJek application.

DISCUSSION
Based on the hypothesis test, it can be proven that the findings of online customer review (X1) on purchasing decisions (Y) have a partially significant effect. In the online marketplace, reviews can greatly influence a person's purchasing decision because reviews come from the direct accordance with what is expected or not, especially with shops that show photos of the products they sell, the product quality looks very good, so that potential customers have high expectations for the products they buy.
By looking at the phenomenon, GoFood provides a customer review feature aimed at making it easier for consumers to find information and make reviews from other consumers for comparison of the products they will buy. This means that online customer reviews are related to purchasing decisions, because the better the customer reviews, the better the purchasing decisions will be. Then, in the frequency of distribution of questionnaire statements on the online customer review variable, a high mean value was found, meaning that online customer reviews make it easier for consumers to shop online and also make it easier for consumers to search and find information about the product to be purchased.
Then on the characteristics of the respondents, women dominate in terms of viewing reviews before purchasing food and drinks on GoFood compared to men, because women tend to be more careful in buying something compared to men, while men are not too selective in terms of choosing food and Drink. The results of this study are supported by research conducted by Ulhab and Amirulmukminin, (2022) where the results of their research say that partially online customer reviews have a significant effect on purchasing decisions. The results of this study are in line with previous studies.

Influence of Online Customer Rating on purchasing decisions
Based on the hypothesis test, it is found that partially there is no significant effect of online customer rating (X2) on purchasing decisions (Y). With the rating being a reference for consumers to assess the quality of an item from the marketplace, the rating is also part of the review which usually uses symbols more often than written form as an illustration of the expression of opinions from consumers. Online product ratings are one of the ways consumers think about product quality. The main advantage of the rating itself is its convenience, consumers only need to see the high or low rating given by previous consumers when transacting and interacting with the product.
However, in this study, online customer ratings have no effect on GoFood purchasing decisions on the Gojek application. This is because not all consumers see ratings, consumers are more likely to see reviews than ratings. Therefore, rating is one of the reasons or considerations for consumers before deciding to purchase a product. Ratings can also be said to be a measure of consumer satisfaction with the products offered. Furthermore, in the frequency of distribution of questionnaire statements found in the online customer rating variable, there is a high mean value, meaning that there are some respondents who think that the large number of ratings indicates the popularity of the product.
Then on the characteristics of respondents, respondents aged 19-30 years are the largest number of ages who make purchases, because at the age of 19-30 years the tendency is to make purchases online. Then on the characteristics of the respondents, women also dominate in terms of looking at ratings before purchasing food and drinks on GoFood compared to men, because women tend to be more careful in buying something by seeking information through ratings compared to men, while men are not pay too much attention to it.
This research is supported by previous research conducted by (Harli & Mutasowifin, 2021;Munte et al., 2020;Naomi & Ardhiyansyah, 2021). The research results reveal that there is no partial effect of online customer reviews on purchase decisions. This research is of course in line with previous research, but there is something that distinguishes this research from previous research, of course on the research object and also there are still points on the online customer rating which is weak, which means that there are still some respondents who do not trust the rating given by consumers. There are still some respondents who disagree with making the rating a benchmark for product quality.

Decisions
Based on the hypothesis test, it is proven that online customer reviews (X1) and online customer ratings (X2) have a significant simultaneous effect on purchasing decisions (Y), this means that the more reviews and ratings given by consumers, the more information consumers get. The others regarding the product to be purchased because reviews and ratings are related to purchasing decisions. Online customer reviews and online customer ratings are one of the online shopping features obtained in the form of comments and star ratings. With online customer reviews and online customer ratings, it can make it easier for consumers to find information to shop online.
Thus, it can influence consumers in making online buying decision processes, in this study there are characteristics of respondents, women, who make the most purchases compared to men, because women tend to buy food and drinks online. The characteristics of respondents are based on age, the largest number are aged 19-30 years because at that age people prefer to shop online.
This research is supported by previous research conducted by Fitriani Latief and Nirwana Ayustira (2020) whose research results say that online customer reviews and online customer ratings have a significant simultaneous effect on purchasing decisions. Based on the results of research that show online customer ratings do not have a significant effect on purchasing decisions for GoFood on the gojek application, the seller should pay attention to the products being sold or improve service again, speed up the provision of food in order to increase the rating and consumers do not give a low rating. For future researchers, they should add other variables that can influence GoFood buying decisions on the Gojek application, also add a trust variable as mediation or add product quality and price variables, and use different analytical techniques to produce even better research.