Is Consumer Trust Able to Intervening in Purchasing Decisions VJO Café and Bistro
Abstract
This research aims to determine the influence of online customer reviews and brand image on purchasing decisions with consumer trust as an intervening variable at VJO Café and Bistro. The population in this study were customers of VJO Café and Bistro Kudus. The sample consisted of 120 respondents. Data analysis uses Structural Equation Modeling. The research results show that online customer reviews have a positive and significant effect on consumer trust, brand image has a positive and significant effect on consumer trust, online customer reviews have a positive and significant effect on purchasing decisions, brand image has a positive and insignificant effect on purchasing decisions, consumer trust has an effect positive and significant on purchasing decisions. Consumer trust can be a mediating variable in the relationship between online customer reviews and purchasing decisions, and consumer trust can be a mediating variable in the relationship between brand image and purchasing decisions.
Keywords
Full Text:
PDFReferences
Al Adawiyah, R., & Rahardjo, B., 2022. Pengaruh Citra Merek Dan Kualitas Produk Terhadap Keputusan Pembelian (Studi Terhadap Mirai’E Café &Resto), Jurnal Ilmu Manajemen, Vol. 5, No. 3:270-275.
Arif M. et al. 2021. Bisnis Waralaba. Bagian Penerbitan UB Press , Malang.
Aji, B. S., Hartono., dan Syamsul, H., 2022. Pengaruh Brand Image Tagline Dan Online Consumer Review Terhadap Purchase Decision Pada Produk Franchise Kue Balok Parikesit Cab. Mojokerto, Seminar Nasional Akuntansi Bisnis Dan Manajemen, Vol. 1, No. 1:250–262.
Assauri, S. 2013. Manajemen Pemasaran. Bagian Penerbitan Rajawali Pers, Jakarta.
Budiyanto, A., 2019. Pengaruh Citra Merek Dan Kualitas Layanan Terhadap Proses Keputusan Pembelian Pada Gerai Kopi Starbucks Di Senayan City. Jurnal Manajemen Bisnis, Vol. 22, No. 2:121–140.
Budiman Bancin, Dan John. 2021. Citra Merek Dan Word Of Mouth. Surabaya: CV Jakad Media Publishing.
Cahyaputeri, R., & Pahar, B. H., 2022. Pengaruh Digital Marketing, Kepercayaan, dan Budaya Populer Terhadap Keputusan Pembelian Michuu Coffee. Bip’s Jurnal Bisnis Perspektif, Vol. 14, No. 2:83–93.
Fatmaningrum, R. S., & et al., 2020. Pengaruh Kualitas Produk Dan Citra Merek Terhadap Keputusan Pembelian Minuman Frestea. Jurnal Ilmiah Manajemen Ekonomi Dan Akuntansi , Vol. 4, No. 1:1–13.
Ferdinand, Augusty. 2014. Metode Penelitian Manajemen. Bagian penerbitan Universitas Diponegoro, Semarang.
Firmansyah. 2019. Buku Pemasaran Produk dan Merek. Bagian penerbitan CV. Penerbit Qiara Media, Surabaya.
Hardani R. et al. 2020. Metode penelitian kualitatif & kuantitatif. Bagian penerbitan CV. Pustaka Ilmu, Yogyakarta.
Indriantoro, N., dan Bambang Supomo. 2018. Metodologi Penelitian Bisnis Untuk Akutansi dan Manajemen. Yogyakarta: Andi Offset.
Khaberun, M., Seno, & Nursaidah, 2022. Pengaruh Kualitas Layanan, Citra Merek, Dan Diferensiasi Produk Terhadap Keputusan Pembelian Pada Café 67 Kecamatan Kencong Kabupaten Jember. Jurnal Ilmiah Ekonomi Manajemen Dan Akutansi, Vol. 4, No. 1:107-119.
Kotler, P., & Keller, K.L. 2016. Marketing Management 15th Edition. Pearson Education. America.
Maia, C. R., Lunardi, G. L., Dolci, D. B., & Da Silva Anana, E., 2022. The effects of brand and online reviews on consumer trust and purchase intentions in developing countries: The case of the online travel agencies in Brazil. Brazilian Business Review, Vol. 19, No. 3:288-308.
Maulana, F., & Santy, R. D., 2021. Pengaruh Ulasan Online Terhadap Niat Beli Dengan Kepercayaan Sebagai Intervening (Studi Kasus Terhadap Pengguna Aplikasi Tokopedia di Kota Bandung). Journal of Economics, Management, Business and Accounting, Vol. 1, No. 1:84–92.
Mulyati, Yofina Dan Grace Gesitera. 2020. Pengaruh Online Costumer Review Terhadap Purchase Intention Dengan Trust Sebagai Intervening Pada Toko Online Bukalapak Di Kota Padang. Jurnal Maksipreneur, Vol. 9, No. 2:173-194.
Nursaimatussaddiya, Dan Cia Cia Cen. 2022. Keputusan Pemilihan Jasa Berbasis Citra Merek dan Promosi. Bagian Penerbit PT. Inovasi Pratama Internasional, Padang. Pamengkas, Meki. 2021. Pelayanan Prima. Bagian Penerbitan Lakeisha, Jawa Tengah.
Prabowo, R. E., Indriyaningrum, K., & Setyani, A. D., 2020. Pengaruh Citra Merek, Persepsi Harga, dan Kualitas Produk Terhadap Keputusan Pembelian Sepatu Olah Raga Merek Adidas (Studi di Kota Semarang). Jurnal Ekonomi & Bisnis, Vol. 18, No. 4:121-123.
Pratama, R. A., Komariah, K., & Jhoansyah, D., 2022. The role of viral marketing and consumer trust in purchase decisions. Costing:Journal of Economic, Business and Accounting, Vol. 5, No. 2:1362–1369.
Priansa. 2017. Perilaku Konsumen Dalam Persaingan Bisnis Konteporer. Bagian Penerbitan CV Alfabeta, Bandung.
Ramadhani, M., & Nurhadi, 2022. Pengaruh Citra Merek, Kepuasan Konsumen dan Kepercayaan Terhadap Loyalitas Pelanggan Air Mineral Merek Aqua. Jurnal Ilmiah Ekonomi Dan Bisnis Universitas Multi Data Palembang, Vol. 11, No. 2:200–214.
Sabri, Yandra, R., Andi, A., & Syarifuddin., 2022. Influence of Marketing Strategy, Trust, and Perceptionservice Quality of Purchasing Decisions. Jurnal Manajemen Dan Kewirausahaan, Vol. 2, No. 1:20-35.
Setiadi, Nugroho J. 2016. Perilaku Konsumen: Konsep Dan Implikasi Untuk Strategi Dan Penelitian Pemasaran. Bagian Penerbitan Prenada Media, Bandung. Siyoto, S., dan Ali Sodik. 2015. Dasar Metodologi Penelitian. Bagian Penerbitan Literasi Media Publishing, Yogyakarta.
Suliyanto. 2018. Metode Penelitian Bisnis. Bagian Penerbitan Andi Offset, Yogyakarta.
Von Helversen, B., Abramczuk, K., Kopeć, W., & Nielek, R., 2018. Influence Of Consumer Reviews On Online Purchasing Decisions In Older And Younger Adults, Journal Of Business, Vol. 113, No. 1:1-10.
Wahyudi, T., & R, B. H., 2019. Pengaruh Online Customer Review Dan Online Customer Rating Terhadap Kepercayaan Konsumen Remaja Kota Mataram Pada Pembelian Produk Fashion Shoope Online Shop, Jurnal Riset Manajemen, Vol. 19, No. 1:1–7.
Wachyuni, S. S., Wiweka, K., & Softia, I., 2021. Influence On Coffee Shop Brand Image And Consumer Purchase Decision In Delapan Gram, Journal Of Business On Hospitality And Tourism, Vol. 7, No. 3:257-270.
Widya, C. A., & Riptiono, S., 2019. Pengaruh Online Consumer Review dan Viral Marketing Terhadap Keputusan Pembelian Dengan Consumer Trust Sebagai Intervening. Jurnal Ilmiah Mahasiswa Manajemen, Bisnis Dan Akuntansi (JIMMBA), Vol. 1, No. 1:76–84.
DOI: https://doi.org/10.24176/jsmb.v4i2.12999
Article Metrics
![](/public/site/images/umk/icon-graph.png)
![](/public/site/images/umk/icon-pdf.png)
Refbacks
- There are currently no refbacks.