Pengaruh Review dan Foto Terhadap Keputusan Memilih Restoran di Aplikasi Zomato = The influence of reviews and photos towards the decision making in choosing a restaurant in zomato

Koenoro, Victoria Andaraputri (2020) Pengaruh Review dan Foto Terhadap Keputusan Memilih Restoran di Aplikasi Zomato = The influence of reviews and photos towards the decision making in choosing a restaurant in zomato. Bachelor thesis, Universitas Pelita Harapan.

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Abstract

Keberadaan Internet mendorong munculnya platform digital dalam bentuk aplikasi, salah satu aplikasi tersebut adalah Zomato. Zomato adalah salah satu aplikasi dalam bidang kuliner yang memiliki fitur unggulan yaitu review dan foto. Penelitian ini mengukur pengaruh dari review dan foto terhadap keputusan memilih restoran di Zomato dengan menggunakan 6 konsep yaitu Usability, Credibility, Information Seeking, Risk Reduction, Quality Seeking, dan Social belonging. Metode yang digunakan adalah metode kuantitatif dengan pendekatan deskriptif. Pengumpulan data menggunakan kuesioner. Teknik sampling yang digunakan adalah Snowball dengan nonprobability sampling. Populasi dari penelitian ini tidak terhingga, penulis mendapatkan 148 responden yang tersebar di Jabodetabek. Uji statistik yang digunakan Dalam penelitian ini adalah Uji Normalitas, Statistik Deskriptif, Uji Regresi, Uji Koefisien, Uji Kelayakan Model, dan Uji Parsial Hasil penelitian ini menunjukkan bahwa review dan foto berpengaruh terhadap keputusan memilih restoran dengan nilai 66,4% Penelitian selanjutnya diharapkan dapat menguji variabel pengaruh ini dalam perspektif kualitatif untuk menganalisa faktor apa yang memperkuat pengaruh fitur aplikasi Zomato. / Internet influences the rise of digital platform in the form of application, one of the applications is Zomato. Zomato is one of the leading food and beverages application in Indonesia, their main features are review and photos. This study measures the influence of review and photos towards the decision of choosing a restaurant in Zomato using 6 concepts, there are Usability, Credibility, Information Seeking, Risk Reduction, Quality Seeking, and Social Belonging. The method used in this study is quantitative with descriptive approach. The data is collected through the distribution of questionnaires from the respondents. The sampling technique used in this study is Snowball with nonprobability sampling. The population of this study is infinite and from the distribution of questionnaire, researcher got 148 respondents from Jabodetabek. The statistical tests used in this study are the Normality Test, Regression Test, Coefficient Test, f Test, and t Test. This study indicates that reviews and photos influence the decision of choosing a restaurant in Zomato by 66,4%. Future studies are expected to test the variable in a qualitative perspective to analyse other factors behind the decision-making process.

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