Effect of Online Customer Review and Online Customer Rating on Purchasing Decisions Through Consumer Trust in Fore Coffee Products at Sun Plaza Medan

Oct 13, 2025 by thesweetdesigns.com 82 views

Effect of Online Customer Review and Online Customer Rating on Purchasing Decisions Through Consumer Trust in Fore Coffee Products at Sun Plaza Medan

Introduction

In today's digital age, online customer reviews and ratings have become a crucial factor in influencing purchasing decisions. The phenomenon of the variety of promos and products at every Fore Coffee outlet, actually leads to challenges for the company. Many consumers are confused and eventually hesitate to buy Fore Coffee products. This study aims to reveal the effect of online reviews and ratings on the decision to purchase Fore Coffee products at Sun Plaza Medan, with a focus on the role of consumer trust as a mediator.

Background of the Study

Fore Coffee is a popular coffee chain with multiple outlets in Sun Plaza Medan. The company offers a wide range of coffee products and promotions, which can be overwhelming for consumers. This can lead to confusion and hesitation in making purchasing decisions. Online customer reviews and ratings have become a crucial factor in influencing purchasing decisions. Consumers tend to consider reviews and ratings from other users before deciding to buy products.

Methodology

This study uses associative methods, with a consumer population that has bought Fore Coffee products at Sun Plaza Medan online and offline. A total of 135 respondents were chosen as samples through purposive sampling techniques. Primary and secondary data are collected through questionnaires and documentation studies. Data analysis using Structural Equation Modeling (SEM) with the help of Smart PLS software.

Results

The results showed that:

*** Online reviews and ratings have a positive and significant effect on purchasing decisions. ** Consumers tend to consider reviews and ratings from other users before deciding to buy products. *** Online reviews and ratings have a positive and significant effect on consumer trust. ** A positive review and rating can build consumer trust in Fore Coffee products and brands. ** Consumer trust has a positive and significant effect on purchasing decisions. ** Consumers who believe in Fore Coffee products and brands, tend to be easier to decide to buy.

The results also showed that consumer confidence was able to mediate the relationship between reviews and online ratings with purchasing decisions. This means that the effect of online reviews and ratings on purchasing decisions, mostly occurs through consumer confidence mechanisms.

Implications of the Study

This study has several implications for Fore Coffee, namely:

** Improving digital marketing strategies. ** Fore Coffee needs to focus on effective digital marketing strategies for building positive online reviews and ratings. ** Building good relations with consumers. ** Building good relationships with consumers, both online and offline, can increase consumer confidence in Fore Coffee brands and products. *** Maintaining product and service consistency. ** Maintaining consistency of product and service quality at all outlets, can increase consumer satisfaction and maintain confidence in the Fore Coffee brand.

Conclusion

In conclusion, online reviews and ratings are important factors that influence purchasing decisions. Fore Coffee needs to pay attention to this aspect in their marketing strategy. By building consumer trust through the right digital marketing strategy, Fore Coffee can increase loyalty and customer satisfaction.

Recommendations

Based on the findings of this study, the following recommendations are made:

Fore Coffee should focus on building positive online reviews and ratings through effective digital marketing strategies.
Fore Coffee should build good relationships with consumers, both online and offline, to increase consumer confidence in Fore Coffee brands and products.
Fore Coffee should maintain consistency of product and service quality at all outlets to increase consumer satisfaction and maintain confidence in the Fore Coffee brand.

Limitations of the Study

This study has several limitations, including:

The study only focused on Fore Coffee products at Sun Plaza Medan, and may not be generalizable to other coffee chains or locations.
The study only collected data from a sample of 135 respondents, and may not be representative of the larger population of Fore Coffee customers.

Future Research Directions

Future research should focus on exploring the following research questions:

How can Fore Coffee use online reviews and ratings to improve their marketing strategy?
What are the key factors that influence consumer trust in Fore Coffee products and brands?
How can Fore Coffee maintain consistency of product and service quality at all outlets to increase consumer satisfaction and maintain confidence in the Fore Coffee brand?

References

[List of references cited in the study]

Appendix

[Appendix containing additional information, such as questionnaires, documentation studies, and data analysis results]
Q&A: Effect of Online Customer Review and Online Customer Rating on Purchasing Decisions Through Consumer Trust in Fore Coffee Products at Sun Plaza Medan

Q: What is the main objective of this study?

A: The main objective of this study is to reveal the effect of online reviews and ratings on the decision to purchase Fore Coffee products at Sun Plaza Medan, with a focus on the role of consumer trust as a mediator.

Q: How was the data collected for this study?

A: The data was collected through questionnaires and documentation studies. A total of 135 respondents were chosen as samples through purposive sampling techniques.

Q: What is the significance of online reviews and ratings in influencing purchasing decisions?

A: Online reviews and ratings have become a crucial factor in influencing purchasing decisions. Consumers tend to consider reviews and ratings from other users before deciding to buy products.

Q: What is the role of consumer trust in the relationship between online reviews and ratings and purchasing decisions?

A: Consumer trust has a positive and significant effect on purchasing decisions. Consumers who believe in Fore Coffee products and brands, tend to be easier to decide to buy.

Q: What are the implications of this study for Fore Coffee?

A: This study has several implications for Fore Coffee, namely:

Improving digital marketing strategies.
Building good relations with consumers.
Maintaining product and service consistency.

Q: How can Fore Coffee improve their digital marketing strategies to build positive online reviews and ratings?

A: Fore Coffee can improve their digital marketing strategies by:

Encouraging customers to leave reviews and ratings on their website and social media platforms.
Responding promptly to customer complaints and feedback.
Offering incentives for customers to leave reviews and ratings.

Q: How can Fore Coffee build good relationships with consumers to increase consumer confidence in Fore Coffee brands and products?

A: Fore Coffee can build good relationships with consumers by:

Providing excellent customer service.
Offering personalized experiences for customers.
Engaging with customers on social media platforms.

Q: How can Fore Coffee maintain consistency of product and service quality at all outlets to increase consumer satisfaction and maintain confidence in the Fore Coffee brand?

A: Fore Coffee can maintain consistency of product and service quality by:

Implementing quality control measures at all outlets.
Providing ongoing training for staff to ensure they are knowledgeable about products and services.
Encouraging customer feedback and using it to improve products and services.

Q: What are the limitations of this study?

A: This study has several limitations, including:

The study only focused on Fore Coffee products at Sun Plaza Medan, and may not be generalizable to other coffee chains or locations.
The study only collected data from a sample of 135 respondents, and may not be representative of the larger population of Fore Coffee customers.

Q: What are the future research directions for this study?

A: Future research should focus on exploring the following research questions:

How can Fore Coffee use online reviews and ratings to improve their marketing strategy?
What are the key factors that influence consumer trust in Fore Coffee products and brands?
How can Fore Coffee maintain consistency of product and service quality at all outlets to increase consumer satisfaction and maintain confidence in the Fore Coffee brand?

Q: What are the practical implications of this study for Fore Coffee?

A: The practical implications of this study for Fore Coffee are:

Fore Coffee should focus on building positive online reviews and ratings through effective digital marketing strategies.
Fore Coffee should build good relationships with consumers, both online and offline, to increase consumer confidence in Fore Coffee brands and products.
Fore Coffee should maintain consistency of product and service quality at all outlets to increase consumer satisfaction and maintain confidence in the Fore Coffee brand.