Pengaruh Customer Review dan Kepuasan Konsumen terhadap Keputusan Pembelian pada Rumah Makan di Kota Makassar
DOI:
https://doi.org/10.65255/jibma.v4i3.414Keywords:
customer review, consumer satisfaction, purchase decision, culinary business, restaurant marketingAbstract
The rapid growth of culinary businesses has intensified competition among restaurants, making customer feedback and consumer satisfaction increasingly important in shaping purchasing behavior. This study examines the effect of customer review and consumer satisfaction on purchase decisions at a fried-chicken restaurant branch in Makassar, Indonesia. A quantitative associative approach was applied using primary data collected from 172 respondents through an online questionnaire measured on a five-point Likert scale, drawn through purposive sampling from an estimated population of 300 regular customers. Data were analyzed using multiple linear regression following validity, reliability, and classical assumption testing. The results show that customer review and consumer satisfaction each have a positive and significant partial effect on purchase decisions, and jointly exert a significant simultaneous effect, although together they explain only a modest share of the variance in purchasing behavior. This indicates that other factors, such as price, promotion, and service quality, also play an important role. Restaurant management is advised to encourage satisfied customers to post positive online reviews and to maintain consistent product and service quality, while future studies are encouraged to broaden the sample and incorporate additional variables for a more comprehensive model.
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