The The Effect Of Customer Ratings, Customer Reviews, And Trust On Purchase Decisions And Consumer Satisfaction On Shopeefood
Keywords:
Customer Rating, Customer Review, Consumer Trust, Purchase Decision, Consumer Satisfaction
Abstract
This study analyzes the influence of customer ratings, customer reviews, and consumer trust on purchasing decisions and consumer satisfaction on ShopeeFood in Pangkalpinang, both directly and indirectly through purchasing decisions as a mediating variable. This study used a survey method with a sample size of 300 respondents. Data analysis used the Structural Equation Modeling-Partial Least Squares (SEM-PLS) method with SmartPLS 4.0. The results indicate that customer ratings are positively and significantly related to purchasing decisions and consumer satisfaction. Customer reviews are also positively and significantly related to purchasing decisions and consumer satisfaction. Consumer trust is positively and significantly related to purchasing decisions and consumer satisfaction. Purchasing decisions are positively and significantly related to consumer satisfaction. In terms of indirect effects, customer ratings are positively and significantly related to consumer satisfaction through purchasing decisions. Customer reviews are also positively and significantly related to consumer satisfaction through purchasing decisions. Consumer trust is positively and significantly related to consumer satisfaction through purchasing decisions.
References
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Dewi, C., & Lestari. (2026). Pengaruh Digital Marketing, Online Customer Rating, Dan Online Customer Review Terhadap Keputusan Pembelian Produk Kuliner Pada Aplikasi Online Food Delivery (Grabfood, Gofood, Shopeefood). Journal of Management and Innovation Entrepreunership (JMIE), 3(2), 461–468.
Elisa, N., Ramdani, R., Komala, R., & Palit, J. (2026). Pengaruh Online Customer Review, Promosi, Dan Kualitas Layanan Digital Terhadap Kepuasan Pelanggan Pada Platform ShopeeFood Di Kota Mataram. RIGGS: Journal of Artificial Intelligence and Digital Business, 5(2), 4606–4614. https://doi.org/10.31004/riggs.v5i2.9247
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Farki, A., & Baihaqi, I. (2016). Pengaruh Online Customer Review dan Rating terhadap Kepercayaan dan Minat Pembelian pada Online Marketplace di Indonesia. Neliti, 5(2), 1–13.
Goyette, I., Ricard, L., Bergeron, J., & Marticotte, F. (2010). e‐WOM Scale: word‐of‐mouth measurement scale for e‐services context. Canadian Journal of Administrative Sciences / Revue Canadienne Des Sciences de l’Administration, 27(1), 5–23. https://doi.org/10.1002/cjas.129
Hair, J. F., Hult, G. T. M., M. Ringle, C., Sarstedt, M., P.Danks, N., & Ray, S. (2021). Patrial Least Squares Structural Equation Modeling (PLS-SEM) Using R. Springer Nature. https://doi.org/https://doi.org/10.1007/978-3-030-80519-7
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Hair, J. F., Risher, J. J., Sarstedt, M., & Ringle, C. M. (2019). When to use and how to report the results of PLS-SEM. In European Business Review (Vol. 31, Number 1, pp. 2–24). Emerald Group Publishing Ltd. https://doi.org/10.1108/EBR-11-2018-0203
Hernando, H., & Gunawan, W. H. (2021). Loyalty among online food delivery customers: Extended scale of e-service quality. Jurnal Manajemen Maranatha, 20(2), 167–174. https://doi.org/10.28932/jmm.v20i2.3507
Joy, S. K., & Tjiptodjojo, K. I. (2024). Pengaruh Online Customer Review dan Rating Terhadap Keputusan Pembelian yang Dimediasi dengan Kepercayaan. Ekonomi, Keuangan, Investasi Dan Syariah (EKUITAS), 6(2), 76–83. https://doi.org/10.47065/ekuitas.v6i2.6241
Kania, Z. A., Mashita, J., & Sari, M. N. (2026). Analisis Pengaruh Rating Dan Online Customer Review Terhadap Keputusan Pembelian Produk Fashion Pada E-Commerce Shopee Di Kota Bogor. Citizen : Jurnal Ilmiah Multidisiplin Indonesia, 6(1), 93–98. https://doi.org/10.53866/jimi.v6i1.1163
Kotler, P., & Keller, K. L. (2016). Manajemen Pemasaran (12th ed.). PT. Indeks Kelompok Gramedia.
Lackermair, G., Kailer, D., & Kanmaz, K. (2013). Importance of Online Product Reviews from a Consumer’s Perspective. Advances in Economics and Business, 1(1), 1–5. https://doi.org/10.13189/aeb.2013.010101
Maalouf, N. J. Al, Sayegh, E., Makhoul, W., & Sarkis, N. (2025). Consumers’ attitudes and purchase intentions toward food ordering via online platforms. Journal of Retailing and Consumer Services, 82, 1–14. https://doi.org/10.1016/j.jretconser.2024.104151
Mutiasari, A. I., Kusumastuti, A. D., Cahyani, R. R., & Haris, F. H. S. Al. (2024). Analisis Customer Rating dan Customer Review terhadap Keputusan Pembelian Produk Makanan Secara Online (Studi Kasus pada Konsumen Pengguna Jasa Pesan Antar Shopee Food di Kota Solo). Jurnal Simki Economic, 7(2), 357–366.
Pillai, S. G., Kim, W. G., Haldorai, K., & Kim, H.-S. (2022). Online food delivery services and consumers’ purchase intention: Integration of theory of planned behavior, theory of perceived risk, and the elaboration likelihood model. International Journal of Hospitality Management, 105.
Putra, A. R., Puspitasari, R. H. U., & Nastiti, P. R. (2025). Pengaruh Kepercayaan Pelanggan dan Online Customer Review terhadap Kepuasan Pelanggan dengan Keputusan Pembelian sebagai Variabel Mediasi pada Pengguna Shopee Food di Kota Semarang. Riggs: Journal of Artificial Intelligence and Digital Business, 4(4), 550–554. https://doi.org/10.31004/riggs.v4i4.3435
Putri, D. M., & Susanti, A. (2023). Pengaruh E-Service Quality, Online Customer Rating Dan Price Consciousness Terhadap Repurchase Intention Pada Pengguna Shopeefood Di Kota Surakarta. Jurnal Riset Ilmu Ekonomi, 3(1), 23–35. https://doi.org/10.23969/jrie.v3i1.45
Putri, N. A. H., & Tjahjaningsih, E. (2025). Pengaruh Customer Rating dan Customer Review di Google Terhadap Kepuasan Pelanggan dan Dampaknya Pada Loyalitas Pelanggan (Studi Kasus Pada Pelanggan Kayo Coffe and Eatery Semarang). Management Studies and Entrepreneurship Journal, 6(4), 6731–6737. http://journal.yrpipku.com/index.php/msej
Quintus, M., Mayr, K., Hofer, K. M., & Chiu, Y. T. (2024). Managing consumer trust in e-commerce: evidence from advanced versus emerging markets. International Journal of Retail & Distribution Management, 52(10/11), 1038–1056. https://doi.org/10.1108/IJRDM-10-2023-0609
Rahadi, D. R. (2023). Pengatar Partial Least Square Strctural Equation Model PLS-SEM (Wijonarko, Ed.; pp. 1–136). CV Lentera Ilmu Madani. https://doi.org/https://www.researchgate.net/publication/372827232
Ria. (2026). Pengaruh Customer Rating dan Customer Review terhadap Kepercayaan dan Keputusan Pembelian Makanan Melalui Shopeefood Di Kota Pangkal pinang.
Rifa’i, K. (2023). Kepuasan Konsumen (Hamdi, M, pp. 58–62). UIN KHAS Press. https://digilib.uinkhas.ac.id/20378/1/BUKU%20KEPUASAN%20KONSUMEN-KHAMDAN-SIAP%20CETAK.pdf
Riski, M., & Darmawan, D. (2024). Pengaruh Ulasan Pelanggan Online Terhadap Keputusan Pembelian di Shopeefood. PPIMAN Pusat Publikasi Ilmu Manajemen, 3(1), 40–55. https://doi.org/10.59603/ppiman.v3i1.617
Saputra, J. A., Karsiningsih, E., & Muntoro. (2024). Kepuasan dan Loyalitas Konsumen Minuman Kopi pada Aplikasi Grab di Kota Pangkalpinang. Mimbar Agribisniis: Jurnal Pemikiran Masyarakat Ilmiah Berwawasan Agribisnis, 10(2), 3591–3600.
Schoorman, F. D., Mayer, R. C., & Davis, J. H. (2007). An Integrative Model Of Organizational Trust: Past, Present, And Future. Academy of Management Review, 32(2), 344–354.
Srivastava, V., & Kalro, A. D. (2019). Enhancing the Helpfulness of Online Consumer Reviews: The Role of Latent (Content) Factors. Journal of Interactive Marketing, 48(1), 33–50. https://doi.org/10.1016/j.intmar.2018.12.003
Sumarwan, U. (2014). Perilaku Konsumen Teori dan Penerapannya Dalam Pemasaran (R. Sikumbang, Ed.; Kedua). Ghalia Indonesia.
Tina, E. A., & Hariasih, M. (2024). The Influence of Promotion, Ease of Use, and Online Customer Ratings on Purchasing Decisions at ShopeeFood (Case Study of Muhammadiyah University of Sidoarjo Students). UMSIDA Preprints Server.
Andini, R. I. (2024). Pengaruh Content Marketing, Influencer Marketing, Online Customer Review Terhadap Kepuasan Dan Dampaknya Pada Loyalitas Konsumen Shopee (Studi Pada Mahasiswa Kota Palembang). K&K JURNAL MANAJEMEN, 3(2), 705–722.
Artiani, A., Karsiningsih, E., Mustika, M., & Lamisa, H. (2026). Analysis Of Consumer Behavior Towards Purchasing Decisions And Consumer Satisfaction Of"Harum Enaks" Powdered Pepper In Pangkalpinang City. International Journal of Economics, Business and Research, 05(01), 383–403.
Bangkabelitunginfonew. (2024, September 19). Hallo warga Bangka Belitung Kini ShopeeFood hadir di Kota Pangkalpinang. Instagram. https://www.instagram.com/p/DCihZnmTLiz/?igsh=aGVnbndvdW82NXVi
Basbeth, F., Ashlyzan, M., & Ibrahim, M. A. H. (2018). Four Hours Basic PLS-SEM A Step by Step Guide With Video Clips For Student and Scholar. In N. H. M. Yasin (Ed.), ResearchGate (Pertama, pp. 8–94). iPRO. https://www.researchgate.net/publication/344954763
Chou, Y.-C., Chuang, H. H.-C., & Liang, T.-P. (2022). Elaboration likelihood model, endogenous quality indicators, and online review helpfulness. Decision Support Systems, 153, 113683. https://doi.org/10.1016/j.dss.2021.113683
Databoks. (2025, February 20). Pangsa Pasar ShopeeFood di Indonesia Menguat pada 2025, Pesaingnya Melemah. Katadata. https://databoks.katadata.co.id/teknologi-telekomunikasi/statistik/6997f34d130bd/pangsa-pasar-shopeefood-di-indonesia-menguat-pada-2025-pesaingnya-melemah
Davis, F. D. (1989). Perceived Usefulness, Perceived Ease of Use, And User Acceptaance ofInformation Technology. Management Information Systems Research Center, University of Minnesota, 13(3).
Dewi, C., & Lestari. (2026). Pengaruh Digital Marketing, Online Customer Rating, Dan Online Customer Review Terhadap Keputusan Pembelian Produk Kuliner Pada Aplikasi Online Food Delivery (Grabfood, Gofood, Shopeefood). Journal of Management and Innovation Entrepreunership (JMIE), 3(2), 461–468.
Elisa, N., Ramdani, R., Komala, R., & Palit, J. (2026). Pengaruh Online Customer Review, Promosi, Dan Kualitas Layanan Digital Terhadap Kepuasan Pelanggan Pada Platform ShopeeFood Di Kota Mataram. RIGGS: Journal of Artificial Intelligence and Digital Business, 5(2), 4606–4614. https://doi.org/10.31004/riggs.v5i2.9247
Fahrani, M. S., Setiawan, R., & Adiatma, D. (2025). Pengaruh Online Customer Review dan Online Customer Rating Terhadap Consumer Satisfaction Dengan Purchase Decision Sebagai Variabel Intervening Pada Marketplace Shopee. Jurnal Ilmiah MEA (Manajemen, Ekonomi, Dan Akuntansi), 9(2), 2025.
Farki, A., & Baihaqi, I. (2016). Pengaruh Online Customer Review dan Rating terhadap Kepercayaan dan Minat Pembelian pada Online Marketplace di Indonesia. Neliti, 5(2), 1–13.
Goyette, I., Ricard, L., Bergeron, J., & Marticotte, F. (2010). e‐WOM Scale: word‐of‐mouth measurement scale for e‐services context. Canadian Journal of Administrative Sciences / Revue Canadienne Des Sciences de l’Administration, 27(1), 5–23. https://doi.org/10.1002/cjas.129
Hair, J. F., Hult, G. T. M., M. Ringle, C., Sarstedt, M., P.Danks, N., & Ray, S. (2021). Patrial Least Squares Structural Equation Modeling (PLS-SEM) Using R. Springer Nature. https://doi.org/https://doi.org/10.1007/978-3-030-80519-7
Hair, J. F., Hult, G. T. M., Ringle, C. M., & Sartstedt, M. (2014). A Primer on Partial Leasr Squares Structural Equation Modeling (PLS-SEM). In V. Knight, K. Koscielak, L. Barrett, & G. Dickens (Eds.), Google Book (pp. 1–293). SAGE. https://books.google.co.id/books?hl=id&lr=&id=IFiarYXE1PoC&oi=fnd&pg=PR1&dq=info:u3DEij-VQyUJ:scholar.google.com/&ots=phNAE1-nUM&sig=a8Q9GLzNs6b29VDczl6cGQi856A&redir_esc=y#v=onepage&q&f=false
Hair, J. F., Risher, J. J., Sarstedt, M., & Ringle, C. M. (2019). When to use and how to report the results of PLS-SEM. In European Business Review (Vol. 31, Number 1, pp. 2–24). Emerald Group Publishing Ltd. https://doi.org/10.1108/EBR-11-2018-0203
Hernando, H., & Gunawan, W. H. (2021). Loyalty among online food delivery customers: Extended scale of e-service quality. Jurnal Manajemen Maranatha, 20(2), 167–174. https://doi.org/10.28932/jmm.v20i2.3507
Joy, S. K., & Tjiptodjojo, K. I. (2024). Pengaruh Online Customer Review dan Rating Terhadap Keputusan Pembelian yang Dimediasi dengan Kepercayaan. Ekonomi, Keuangan, Investasi Dan Syariah (EKUITAS), 6(2), 76–83. https://doi.org/10.47065/ekuitas.v6i2.6241
Kania, Z. A., Mashita, J., & Sari, M. N. (2026). Analisis Pengaruh Rating Dan Online Customer Review Terhadap Keputusan Pembelian Produk Fashion Pada E-Commerce Shopee Di Kota Bogor. Citizen : Jurnal Ilmiah Multidisiplin Indonesia, 6(1), 93–98. https://doi.org/10.53866/jimi.v6i1.1163
Kotler, P., & Keller, K. L. (2016). Manajemen Pemasaran (12th ed.). PT. Indeks Kelompok Gramedia.
Lackermair, G., Kailer, D., & Kanmaz, K. (2013). Importance of Online Product Reviews from a Consumer’s Perspective. Advances in Economics and Business, 1(1), 1–5. https://doi.org/10.13189/aeb.2013.010101
Maalouf, N. J. Al, Sayegh, E., Makhoul, W., & Sarkis, N. (2025). Consumers’ attitudes and purchase intentions toward food ordering via online platforms. Journal of Retailing and Consumer Services, 82, 1–14. https://doi.org/10.1016/j.jretconser.2024.104151
Mutiasari, A. I., Kusumastuti, A. D., Cahyani, R. R., & Haris, F. H. S. Al. (2024). Analisis Customer Rating dan Customer Review terhadap Keputusan Pembelian Produk Makanan Secara Online (Studi Kasus pada Konsumen Pengguna Jasa Pesan Antar Shopee Food di Kota Solo). Jurnal Simki Economic, 7(2), 357–366.
Pillai, S. G., Kim, W. G., Haldorai, K., & Kim, H.-S. (2022). Online food delivery services and consumers’ purchase intention: Integration of theory of planned behavior, theory of perceived risk, and the elaboration likelihood model. International Journal of Hospitality Management, 105.
Putra, A. R., Puspitasari, R. H. U., & Nastiti, P. R. (2025). Pengaruh Kepercayaan Pelanggan dan Online Customer Review terhadap Kepuasan Pelanggan dengan Keputusan Pembelian sebagai Variabel Mediasi pada Pengguna Shopee Food di Kota Semarang. Riggs: Journal of Artificial Intelligence and Digital Business, 4(4), 550–554. https://doi.org/10.31004/riggs.v4i4.3435
Putri, D. M., & Susanti, A. (2023). Pengaruh E-Service Quality, Online Customer Rating Dan Price Consciousness Terhadap Repurchase Intention Pada Pengguna Shopeefood Di Kota Surakarta. Jurnal Riset Ilmu Ekonomi, 3(1), 23–35. https://doi.org/10.23969/jrie.v3i1.45
Putri, N. A. H., & Tjahjaningsih, E. (2025). Pengaruh Customer Rating dan Customer Review di Google Terhadap Kepuasan Pelanggan dan Dampaknya Pada Loyalitas Pelanggan (Studi Kasus Pada Pelanggan Kayo Coffe and Eatery Semarang). Management Studies and Entrepreneurship Journal, 6(4), 6731–6737. http://journal.yrpipku.com/index.php/msej
Quintus, M., Mayr, K., Hofer, K. M., & Chiu, Y. T. (2024). Managing consumer trust in e-commerce: evidence from advanced versus emerging markets. International Journal of Retail & Distribution Management, 52(10/11), 1038–1056. https://doi.org/10.1108/IJRDM-10-2023-0609
Rahadi, D. R. (2023). Pengatar Partial Least Square Strctural Equation Model PLS-SEM (Wijonarko, Ed.; pp. 1–136). CV Lentera Ilmu Madani. https://doi.org/https://www.researchgate.net/publication/372827232
Ria. (2026). Pengaruh Customer Rating dan Customer Review terhadap Kepercayaan dan Keputusan Pembelian Makanan Melalui Shopeefood Di Kota Pangkal pinang.
Rifa’i, K. (2023). Kepuasan Konsumen (Hamdi, M, pp. 58–62). UIN KHAS Press. https://digilib.uinkhas.ac.id/20378/1/BUKU%20KEPUASAN%20KONSUMEN-KHAMDAN-SIAP%20CETAK.pdf
Riski, M., & Darmawan, D. (2024). Pengaruh Ulasan Pelanggan Online Terhadap Keputusan Pembelian di Shopeefood. PPIMAN Pusat Publikasi Ilmu Manajemen, 3(1), 40–55. https://doi.org/10.59603/ppiman.v3i1.617
Saputra, J. A., Karsiningsih, E., & Muntoro. (2024). Kepuasan dan Loyalitas Konsumen Minuman Kopi pada Aplikasi Grab di Kota Pangkalpinang. Mimbar Agribisniis: Jurnal Pemikiran Masyarakat Ilmiah Berwawasan Agribisnis, 10(2), 3591–3600.
Schoorman, F. D., Mayer, R. C., & Davis, J. H. (2007). An Integrative Model Of Organizational Trust: Past, Present, And Future. Academy of Management Review, 32(2), 344–354.
Srivastava, V., & Kalro, A. D. (2019). Enhancing the Helpfulness of Online Consumer Reviews: The Role of Latent (Content) Factors. Journal of Interactive Marketing, 48(1), 33–50. https://doi.org/10.1016/j.intmar.2018.12.003
Sumarwan, U. (2014). Perilaku Konsumen Teori dan Penerapannya Dalam Pemasaran (R. Sikumbang, Ed.; Kedua). Ghalia Indonesia.
Tina, E. A., & Hariasih, M. (2024). The Influence of Promotion, Ease of Use, and Online Customer Ratings on Purchasing Decisions at ShopeeFood (Case Study of Muhammadiyah University of Sidoarjo Students). UMSIDA Preprints Server.
Published
2026-09-16
How to Cite
Karsiningsih, E., Mutia Salsabila, Yolan Rahmadini, Anggun Murniati Siregar, & Lidiawati, L. (2026). The The Effect Of Customer Ratings, Customer Reviews, And Trust On Purchase Decisions And Consumer Satisfaction On Shopeefood. International Journal of Economics, Business and Innovation Research, 5(05), 4558-4585. https://doi.org/10.63922/ijebir.v5i05.6511
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