Enhancing Consumer Trust and Purchase Decisions Through Online Reviews and Hedonic Factors: A Study of Coffee Shops in Jakarta
Downloads
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.
Downloads
A. Rahmanulloh, “Report Coffee Annual,” 2022.
P. Kotler and K. L. Keller, Marketing Management Global Edition, vol. 15E. 2016.
G. Tian, L. Lu, and C. McIntosh, “What factors affect consumers’ dining sentiments and their ratings: Evidence from restaurant online review data,” Food Qual. Prefer., vol. 88, no. November 2019, p. 104060, 2021, doi: 10.1016/j.foodqual.2020.104060.
E. Manes and A. Tchetchik, “The role of electronic word of mouth in reducing information asymmetry: An empirical investigation of online hotel booking,” J. Bus. Res., vol. 85, no. November 2016, pp. 185–196, 2018, doi: 10.1016/j.jbusres.2017.12.019.
J. Guo, X. Wang, and Y. Wu, “Positive emotion bias: Role of emotional content from online customer reviews in purchase decisions,” J. Retail. Consum. Serv., vol. 52, no. July 2019, 2020, doi: 10.1016/j.jretconser.2019.101891.
M. Kang, B. Sun, T. Liang, and H. Y. Mao, “A study on the influence of online reviews of new products on consumers’ purchase decisions: An empirical study on JD.com,” Front. Psychol., vol. 13, no. September, pp. 1–22, 2022, doi: 10.3389/fpsyg.2022.983060.
T. Chen, P. Samaranayake, X. Y. Cen, M. Qi, and Y. C. Lan, “The Impact of Online Reviews on Consumers’ Purchasing Decisions: Evidence From an Eye-Tracking Study,” Front. Psychol., vol. 13, no. June 2022, doi: 10.3389/fpsyg.2022.865702.
S. H. Schwartz and K. Boehnke, “Evaluating the structure of human values with confirmatory factor analysis,” J. Res. Pers., vol. 38, no. 3, pp. 230–255, 2004, doi: 10.1016/S0092-6566(03)00069-2.
T. Wu, R. Zhang, X. Liu, F. Liu, and Y. Ding, “A social commerce purchasing decision model with trust network and item review information,” Knowledge-Based Syst., vol. 235, 2022.
A. Beldad, M. De Jong, and M. Steehouder, “How shall i trust the faceless and the intangible? A literature review on the antecedents of online trust,” Comput. Human Behav., vol. 26, no. 5, pp. 857–869, 2010, doi: 10.1016/j.chb.2010.03.013.
L. V. Casaló, C. Flavián, and M. Guinalíu, “Understanding the intention to follow the advice obtained in an online travel community,” Comput. Human Behav., vol. 27, no. 2, pp. 622–633, 2011, doi: 10.1016/j.chb.2010.04.013.
R. Lassoued and J. E. Hobbs, “Consumer confidence in credence attributes: The role of brand trust,” Food Policy, vol. 52, pp. 99–107, 2015, doi: 10.1016/j.foodpol.2014.12.003.
P. Racherla, M. Mandviwalla, and D. J. Connolly, “Factors affecting consumers’ trust in online product reviews,” J. Consum. Behav., vol. 11, pp. 94–104, 2012, doi: 10.1002/cb.385.
X. Wang, L. Peng, F. Xu, and L. Xin, “Do Incentives in E-WOM Communication Matter? A Positive Emotion Perspective,” J. Electron. Commer. Res., vol. 19, no. 2, pp. 135–153, 2018.
C. W. Park, I. Sutherland, and S. K. Lee, “Effects of online reviews, trust, and picture-superiority on intention to purchase restaurant services,” J. Hosp. Tour. Manag., vol. 47, no. February, pp. 228–236, 2021, doi: 10.1016/j.jhtm.2021.03.007.
L. T. T. Tran, “Online reviews and purchase intention: A cosmopolitanism perspective,” Tour. Manag. Perspect., vol. 35, no. October 2019, p. 100722, 2020, doi: 10.1016/j.tmp.2020.100722.
E. Ismagilova, E. L. Slade, N. P. Rana, and Y. K. Dwivedi, “The Effect of Electronic Word of Mouth Communications on Intention to Buy: A Meta-Analysis,” Inf. Syst. Front., vol. 22, no. 5, pp. 1203–1226, 2020, doi: 10.1007/s10796-019-09924-y.
M. Nilashi et al., “What is the impact of eWOM in social network sites on travel decision-making during the COVID-19 outbreak? A two-stage methodology,” Telemat. Informatics, vol. 69, no. February, p. 101795, 2022, doi: 10.1016/j.tele.2022.101795.
Y. Suryadiningrat, T. Y. Rahmat, and R. Anandita, “Pengaruh Penggunaan Media Sosial dan E-Wom Terhadap Kepercayaan dan Minat Beli Belanja Online,” J. Apl. Bisnis dan Manaj., vol. 8, no. 2, pp. 515–523, 2022, doi: 10.17358/jabm.8.2.515.
S. Prasad, I. C. Gupta, and N. K. Totala, Social media usage, electronic word of mouth and purchase-decision involvement, vol. 9, no. 2. 2017.
A. Fagerstrøm, G. Ghinea, and L. Sydnes, “Understanding the Impact of Online Reviews on Customer Choice: A Probability Discounting Approach,” Psychol. Mark., vol. 33, no. 2, pp. 125–134, 2016, doi: 10.1002/mar.
C. Ruiz-Mafe, K. Chatzipanagiotou, and R. Curras-Perez, “The role of emotions and conflicting online reviews on consumers’ purchase intentions,” J. Bus. Res., vol. 89, no. June 2017, pp. 336–344, 2018, doi: 10.1016/j.jbusres.2018.01.027.
L. D. Kaczmarek, “Encyclopedia of Personality and Individual Differences,” in Encyclopedia of Personality and Individual Differences, no. March 2017, 2017.
H. Dittmar, K. Long, and R. Meek, “Buying on the Internet : Gender Differences in On-line and Conventional Buying Motivations,” vol. 50, no. March, 2004.
A. Sharif and S. A. Raza, “The Influence of Hedonic Motivation , Self-efficacy , Trust and Habit on Adoption of Internet Banking : A Case of Developing Country The influence of hedonic motivation , self-efficacy , trust and habit on adoption of internet banking : a case of developi,” Electron. Cust. Relatsh. Manag., vol. 11, no. 1, 2017, doi: 10.1504/IJECRM.2017.10007736.
B. B. Dedeoglu, A. Bilgihan, B. H. Ye, P. Buonincontri, and F. Okumus, “International Journal of Hospitality Management The impact of servicescape on hedonic value and behavioral intentions : The importance of previous experience,” Int. J. Hosp. Manag., vol. 72, no. April 2017, pp. 10–20, 2018, doi: 10.1016/j.ijhm.2017.12.007.
M. A. Moon, M. J. Khalid, H. M. Awan, S. Attiq, H. Rasool, and M. Kiran, “Consumer ’ s perceptions of website ’ s utilitarian and hedonic attributes and online purchase intentions : A cognitive-,” Spanish J. Mark. - ESIC, vol. 21, no. 2, pp. 73–88, 2017, doi: 10.1016/j.sjme.2017.07.001.
M. Tuti and T. Saputra, “Hotel Guest’s Main Preferences in Hotel Online Booking: Pleasure or Usability,” African J. Hosp. Tour. Leis., vol. 11, no. 2, pp. 379–393, 2022, doi: 10.46222/ajhtl.19770720.231.
K. De Wulf, N. Schillewaert, S. Muylle, and D. Rangarajan, “The role of pleasure in web site success,” Inf. Manag., vol. 43, no. 4, pp. 434–446, 2006, doi: 10.1016/j.im.2005.10.005.
[Y. T. Selvie and Sujana, “The Influence of Hedonic Shopping Motivation , Impulsif Buying , and Lifestyle on Purchase Decisions The Influence of Hedonic Shopping Motivation , Impulsif Buying , and Lifestyle on Purchase Decisions,” Int. J. Res. Rev., vol. 8, no. 11, pp. 181–183, 2018.
R. C. Mayer and J. H. Davis, “The effect of the performance appraisal system on trust for management: A field quasi-experiment,” J. Appl. Psychol., vol. 84, no. 1, pp. 123–136, 1999, doi: 10.1037/0021-9010.84.1.123.
D. M. Rousseau, S. B. Sitkin, R. S. Burt, C. Camerer, D. M. Rousseau, and R. S. Burt, “Not So Different After All : a Cross- Discipline View of Trust,” vol. 23, no. 3, pp. 393–404, 1998.
R. A. Pop, Z. Săplăcan, D. C. Dabija, and M. A. Alt, “The impact of social media influencers on travel decisions: the role of trust in consumer decision journey,” Curr. Issues Tour., vol. 25, no. 5, pp. 823–843, 2022, doi: 10.1080/13683500.2021.1895729.
A. L. Macready, S. Hieke, M. Klimczuk-Kochańska, S. Szumiał, L. Vranken, and K. G. Grunert, “Consumer trust in the food value chain and its impact on consumer confidence: A model for assessing consumer trust and evidence from a 5-country study in Europe,” Food Policy, vol. 92, no. March, p. 101880, 2020, doi: 10.1016/j.foodpol.2020.101880.
D. L. Hoffman, T. P. Novak, and M. Peralta, “Building Consumer Trust Online,” Commun. ACM, vol. 42, no. 4, pp. 80–85, 1999, doi: 10.1145/299157.299175.
R. M. Morgan and S. D. Hunt, “The Commitment-Trus Theory of Relationship Marketing,” J. Econ. Theory, vol. 58, no. 3, pp. 20–38, 1994, doi: 10.1016/0022-0531(82)90041-2.
P. Kotler and K. L. Keller, Marketing Management, 15th ed. England: Pearson Education Limited, 2016.
A. Erasmus, E. Boshoff, and G. Rousseau, “Consumer decision-making models within the discipline of consumer science: a critical approach,” J. Fam. Ecol. Consum. Sci. /Tydskrif vir Gesinsekologie en Verbruikerswetenskappe, vol. 29, no. 1, 2010, doi: 10.4314/jfecs.v29i1.52799.
J. R. Hanaysha, “Impact of social media marketing features on consumer’s purchase decision in the fast-food industry: Brand trust as a mediator,” Int. J. Inf. Manag. Data Insights, vol. 2, no. 2, p. 100102, 2022, doi: 10.1016/j.jjimei.2022.100102.
P. Kotler and G. Amstrong, Principle of Marketing. new jersey: Pearson, 2012.
H. A. Manap, Revolusi Manajemen Pemasaran. Jakarta: Mitra Wacana Media, 2016.
A. M. Baabdullah, “Technology in Society Consumer adoption of Mobile Social Network Games ( M-SNGs ) in Saudi Arabia : The role of social in fl uence , hedonic motivation and trust,” Technol. Soc., no. 2018, 2021, doi: 10.1016/j.techsoc.2018.01.004.
A. Tandon, A. Aakash, A. G. Aggarwal, and P. K. Kapur, “Analyzing the impact of review recency on helpfulness through econometric modeling,” Int. J. Syst. Assur. Eng. Manag., vol. 12, no. 1, pp. 104–111, 2021, doi: 10.1007/s13198-020-00992-x.
C. M. K. Cheung, M. K. O. Lee, and D. R. Thadani, “The impact of positive electronic word-of-mouth on consumer online purchasing decision,” Lect. Notes Comput. Sci. (including Subser. Lect. Notes Artif. Intell. Lect. Notes Bioinformatics), vol. 5736 LNAI, pp. 501–510, 2009, doi: 10.1007/978-3-642-04754-1_51.
Copyright (c) 2024 Hana Alfira, Pamuji Gesang Raharjo, Al Agus Kristiadi
This work is licensed under a Creative Commons Attribution 4.0 International License.
