Pengaruh Online Customer Review terhadap Keputusan Pembelian Konsumen pada Coffee Shop di Surakarta
DOI:
https://doi.org/10.55606/jumbiku.v6i2.7605Keywords:
Coffee Shop, Online Customer Review, Purchase Decision, SEM-PLS, Word of MouthAbstract
Coffee shops in Surakarta have expanded at a pace that has changed how their customers decide where to go: Online reviews, not word of mouth alone, now shape that choice. This study asks whether that reliance carries through to an actual purchase, treating Online Customer Review as the variable under scrutiny among 100 purposively sampled respondents who had already read reviews before visiting a coffee shop in the city. Analysis relied on Partial Least Square Structural Equation Modeling (SEM-PLS) run in SmartPLS 4.0. Every indicator across both constructs cleared the validity and reliability bar in the outer model AVE above 0.50, Cronbach's Alpha and Composite Reliability both past 0.70 and the structural test that followed returned a path coefficient of 0.889 with a t-statistic of 28.757 (p = 0.000), a relationship the data describe as positive and significant. An R-Square of 0.790 places most of the explanatory weight for purchase decisions on Online Customer Review itself, leaving coffee shop operators with a clear stake in how carefully they cultivate the quality and credibility of the reviews attached to their name.
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