Winning customers in platform economy: Captivating online reviews, online ratings, and e-service quality
DOI:
https://doi.org/10.53088/jmdb.v6i3.2977Keywords:
E-service Quality, Online Ratings, Online Reviews, Platform Economy, Purchasing DecisionsAbstract
This research analyzed and provided a clear picture of how online reviews, online ratings, and e-service quality variables influence customers' purchasing decisions in platform economies such as GoFood, GrabFood, and ShopeeFood. The study used a quantitative research approach, employing non-probability sampling to collect data from 150 participants in Jakarta, Bandung, Surabaya, Semarang, and Medan. The analysis was conducted using a probit regression model with SPSS and the R analytical tool. Results from the study reveal that online ratings and e-service quality play a significant role in usage decisions towards the platform economy, while online reviews do not. The three variables collectively have a significant impact on consumers' usage decisions in the digital platform economy. The results of this research are beneficial for companies in the food delivery platform economy in formulating initiatives to refine service performance and encourage active customer participation. Further research is recommended using a qualitative method to provide an in-depth analysis of customer expectations, attitudes, and behaviors regarding these three variables.
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