PENGARUH BRAND IMAGE, PROMOTION, DAN ONLINE CUSTOMER REVIEW TERHADAP KEPUTUSAN PEMBELIAN PRODUK MIE GACOAN CABANG MANYAR DI PLATFORM SHOPEEFOOD

Abstract

A rapid technological development gives opportunities for food business activities online, such as delivery orders through the ShopeeFood application. This eased the trade between seller and buyer. One of the food business online activities offered the product namely ShopeeFood and one of the products was Mie Gacoan. This research aimed to find out the effect of brand image, promotion, and online customer reviews on the consumers’ purchasing decisions of Mie Gacoan, a branch of Manyar in ShopeeFood. The research was causal-quantitative. The population was consumers who purchased products of Mie Gacoan, a branch of Manyar in ShopeeFood. Moreover, the data were primary with questionnaires as the instrument in the data collection technique. The data collection technique used simple random sampling with 98 respondents. Furthermore, the data analysis technique used multiple linear regression with SPSS 29. The result showed that brand image had a significantly positive effect on purchasing decisions. Likewise, promotion had a significantly positive effect on purchasing decisions. Similarly, online customer reviews had a significantly positive effect on purchasing decisions.