Determinants of Purchase Decisions Mediated by Consumer Trust Among GrabFood Application Users in Bandung City

Abstract

This study aims to analyze the effect of online customer reviews, online customer ratings, and discounts on purchase decisions, with consumer trust serving as a mediating variable. The research was conducted in Bandung City using a quantitative approach. Data were collected through questionnaires distributed to 100 respondents, and the data analysis was performed using SmartPLS. The results indicate that online customer reviews and discounts have a positive and significant effect on consumer trust. However, online customer ratings do not have a significant effect on consumer trust or purchase decisions, and online customer reviews also do not directly influence purchase decisions. Meanwhile, discounts and consumer trust have a positive and significant effect on purchase decisions. Furthermore, consumer trust is able to mediate the relationship between online customer reviews and discounts with purchase decisions, but it does not mediate the relationship between online customer ratings and purchase decisions. These findings highlight the importance of building consumer trust and providing attractive promotional strategies to encourage online purchasing decisions.