PENGARUH CUSTOMER REVIEWS, KEMUDAHAN TRANSAKSI, DAN KEPERCAYAAN KONSUMEN TERHADAP KEPUTUSAN PEMBELIAN KOPI JANJI JIWA DI SURABAYA

Abstract

This research examined the effect of customer reviews, ease of transactions, and consumers’ trust on
purchasing decisions at Janji Jiwa Coffe in Surabaya. Furthermore, the research was quantitave. The
data analysis technique used a multiple linear regression method. The data collection technique used
purposive sampling with 90 respondents as the sample. The result showed that as follows: (1) the
customers’ reviews had a positive effect on the purchasing decisions. The respondents agreed that
the higher the number of product reviews was, the greater the confidence in consumers regarding the
authenticity of customer reviews. Therefore, the purchasing decisions increased. (2) The ease of
transactions had a positive effect on purchasing decisions at Janji Jiwa Coffe in Surabaya. As time
efficiency was part of the ease of transactions, the purchasing decisions increased. (3) The
consumers trust had a positive effect on the purchasing decisions at Janji Jiwa Coffe in Surabaya. It
meant that when the products were reliable and trustworthy, the products that were presented had
higher quality. As a consequence, the trust and purchasing decisions increased.