?url_ver=Z39.88-2004&rft_val_fmt=info%3Aofi%2Ffmt%3Akev%3Amtx%3Adc&rft.title=PENGARUH+ONLINE+CUSTOMER+RATING+DAN+ONLINE+CUSTOMER+REVIEW%0D%0APADA+GOOGLE+REVIEW+TERHADAP+KEPUTUSAN+PEMBELIAN%0D%0A%0D%0ADI+MUARA+CAF%C3%89+AND+SPACE&rft.creator=RISA+%2C+AMELIA&rft.subject=300+Ilmu+sosial&rft.subject=380+Perdagangan%2C+komunikasi%2C+dan+transportasi&rft.description=Seiring+dengan+perkembangan+teknologi+digital%2C+online+customer+rating+dan+online%0D%0Acustomer+review+pada+google+review+telah+menjadi+salah+satu+bentuk+strategi%0D%0Akomunikasi+pemasaran+melalui+komunikasi+electronic+word+of+mouth+(e-wom)+yang%0D%0Amampu+memengaruhi+keputusan+pembelian+serta+kemudahan+akses+untuk+memilih%0D%0Atempat+yang+akan+dikunjungi.+Salah+satu+bisnis+yang+memanfaatkan+google+review%0D%0Aadalah+Muara+Caf%C3%A9+and+Space.+Oleh+karena+itu%2C+adanya+penelitian+ini+bertujuan%0D%0Auntuk+mengetahui+seberapa+besar+pengaruh+online+customer+rating+dan+online%0D%0Acustomer+review+pada+google+review+terhadap+keputusan+pembelian+di+Muara+Caf%C3%A9%0D%0A%0D%0Aand+Space.+Penelitian+ini+menggunakan+model+teori+electronic+word+of+mouth+(e-%0D%0Awom).+Tipe+penelitian+ini+adalah+kuantitatif+dengan+metode+survey+dengan%0D%0A%0D%0Amenggunakan+kuesioner+yang+disebarkan+kepada+100+responden+yang+merupakan%0D%0Apengunjung+di+Muara+Caf%C3%A9+and+Space.+Metode+analisis+yang+digunakan+pada%0D%0Apenelitian+ini+adalah+analisis+regresi+linear+berganda+yang+diolah+dengan%0D%0Amenggunakan+program+SPSS+version+25+for+windows%2C+untuk+mengukur+sejauh+mana%0D%0Avariabel+online+customer+rating+dan+online+customer+review+berpengaruh+terhadap%0D%0Akeputusan+pembelian.+Hasil+penelitian+ini+menunjukkan+bahwa+secara+parsial%2C%0D%0Aonline+customer+rating+pada+google+review+(X1)+berpengaruh+signifikan+terhadap%0D%0Akeputusan+pembelian+(Y)+dengan+nilai+t+hitung+6%2C204+%3E+t+tabel+1%2C980%2C+dan+online%0D%0Acustomer+review+pada+google+review+(X2)+berpengaruh+signifikan+terhadap%0D%0Akeputusan+pembelian+(Y)+dengan+nilai+t+hitung+15%2C750+%3E+t+tabel+1%2C980.+Sedangkan%2C%0D%0Asecara+simultan+online+customer+rating+(X1)+dan+online+customer+review+pada%0D%0Agoogle+review+(X2)+terhadap+keputusan+pembelian+(Y)+di+Muara+Caf%C3%A9+and+Space%0D%0Aberpengaruh+signifikan+sebesar+0%2C735+atau+73%2C5%25.+Sedangkan+sisanya+sebesar%0D%0A26%2C5%25+dipengaruhi+oleh+variabel+lain+yang+tidak+dijelaskan+dalam+penelitian+ini.%0D%0AKata+Kunci%3A+Online+Customer+Rating%2C+Online+Customer+Review%2C+dan+Keputusan%0D%0APembelian%2C+Model+Teori+Electronic+Word+of+Mouth+(E-Wom)%0D%0A%0D%0A%0D%0AAlong+with+the+development+of+digital+technology%2C+online+customer+ratings+and%0D%0Aonline+customer+reviews+on+google+reviews+have+become+one+form+of+marketing%0D%0Acommunication+strategy+through+electronic+word+of+mouth+(E-Wom)+communication%0D%0Athat+can+influence+purchasing+decisions+and+ease+of+access+to+choose+a+place+to%0D%0Avisit.+One+of+the+businesses+that+utilizes+Google+Reviews+is+Muara+Caf%C3%A9+and+Space.%0D%0ATherefore%2C+this+study+aims+to+determine+how+much+influence+online+customer+ratings%0D%0Aand+online+customer+reviews+on+google+reviews+have+on+purchasing+decisions+at%0D%0AMuara+Caf%C3%A9+and+Space.+This+study+uses+the+electronic+word+of+mouth+(e-WOM)%0D%0Atheory+model.+This+type+of+research+is+quantitative+with+a+survey+method+using+a%0D%0Aquestionnaire+distributed+to+100+respondents+who+are+visitors+to+Muara+Caf%C3%A9+and%0D%0ASpace.+The+analysis+method+used+in+this+study+is+multiple+linear+regression+analysis%0D%0Aprocessed+using+the+SPSS+version+25+for+Windows+program%2C+to+measure+the+extent%0D%0Ato+which+online+customer+rating+and+online+customer+review+variables+influence%0D%0Apurchasing+decisions.+The+results+of+this+study+indicate+that+partially%2C+online%0D%0Acustomer+rating+on+google+review+(X1)+has+a+significant+effect+on+purchasing%0D%0Adecisions+(Y)+with+a+calculated+t+value+of+6.204+%3E+t+table+1.980%2C+and+online+customer%0D%0Areview+on+google+review+(X2)+has+a+significant+effect+on+purchasing+decisions+(Y)%0D%0Awith+a+calculated+t+value+of+15.750+%3E+t+table+1.980.+Meanwhile%2C+simultaneously%0D%0Aonline+customer+rating+(X1)+and+online+customer+review+on+google+review+(X2)+on%0D%0Apurchasing+decisions+(Y)+at+Muara+Caf%C3%A9+and+Space+have+a+significant+effect+of+0.735%0D%0Aor+73.5%25.+While+the+remaining+26.5%25+is+influenced+by+other+variables+not+explained%0D%0Ain+this+study.%0D%0AKeywords%3A+Online+Customer+Rating%2C+Online+Customer+Review%2C+and+Purchase%0D%0ADecision%2C+Theory+Model+Electronic+Word+of+Mouth+(E-Wom)&rft.publisher=FAKULTAS+ILMU+SOSIAL+DAN+ILMU+POLITIK&rft.date=2024-07-25&rft.type=Skripsi&rft.type=NonPeerReviewed&rft.format=text&rft.identifier=http%3A%2F%2Fdigilib.unila.ac.id%2F81504%2F1%2FAbstrak_Risa%2520Amelia_2016031002%2520-%2520Risa%2520Amelia.pdf&rft.format=text&rft.identifier=http%3A%2F%2Fdigilib.unila.ac.id%2F81504%2F2%2FSkripsi%2520Full_Risa%2520Amelia_2016031002%2520-%2520Risa%2520Amelia.pdf&rft.format=text&rft.identifier=http%3A%2F%2Fdigi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