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Enhancing Consumer Trust and Purchase Decisions Through Online Reviews and Hedonic Factors: A Study of Jakarta Coffee Shops

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  • Hana Alfira,
  • Pamuji Gesang Raharjo,
  • Al Agus Kristiadi
Hana Alfira
Faculty of Management, Asa Indonesia University, Jakarta,
Pamuji Gesang Raharjo
Faculty of Management, Asa Indonesia University, Jakarta,
Al Agus Kristiadi
Faculty of Management, Asa Indonesia University, Jakarta,
Published in : International Journal of Scientific Research and Management (IJSRM) , Vol. 12 No. 07 (2024)

Submission to VIJ 2024-07-08

Keywords

  • Online Review,
  • Hedonic,
  • Trust,
  • Purchase Decision

Copyright (c) 2024 Hana Alfira, Pamuji Gesang Raharjo, Al Agus Kristiadi

Creative Commons License

This work is licensed under a Creative Commons Attribution 4.0 International License.

Abstract

This study aims to determine how online reviews and hedonic factors influence trust and purchase decisions. The population of this research comprises consumers from 10 retail coffee shop brands located in Jakarta, with a sample size of 208 people. The sampling technique used is snowball sampling. The data analysis method combines quantitative and descriptive approaches. Quantitative data analysis employs the Structural Equation Model (SEM) with the help of LISREL software. The results show that online reviews, hedonic factors, and trust have a direct impact on purchase decisions. Additionally, trust can serve as a mediating variable between online reviews and hedonic factors in relation to purchase decisions. This study provides valuable insights for coffee shop business practitioners in managing online reviews, creating enjoyable experiences, and designing more effective marketing strategies to enhance consumer trust and influence purchase decisions.

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