PERAN FOTO PRODUK, ONLINE CUSTOMER REVIEW, ONLINE CUSTOMER RATING PADA MINAT BELI KONSUMEN DI APLIKASI GRABFOOD

Abstract

This research is to determine the role of the influence of product photos, online customer reviews and online customer ratings on consumers' buying interest in the GrabFood application in Mataram City. The type of research used in this study is quantitative research with an associative approach. The population used in this study is the people of Mataram city. Data was collected through the distribution of questionnaires shared directly by researchers and data analysis techniques using the SPSS program. The results of this study show that Product Photos have a positive and significant effect on consumers' buying interest in the grabfood application. This means that the better the Product Photos on the grabfood app. So consumer buying interest will increase, Online Customer Reviews have a positive and significant effect on buying interest on the GrabFood Application. This means that the better the Online Customer Review on the grabfood application, the more consumers' buying interest will increase and the Online Customer Rating affects consumers' buying interest. The better the Online Customer Rating on the grab application, the more consumer buying interest will increase.