PERAN KUALITAS PELAYANAN DAN ONLINE CUSTOMER RATING TERHADAP KEPUTUSAN PEMBELIAN PADA LAYANAN JASA “GOFOOD” YANG DI MEDIASI OLEH MINAT BELI

This study aims to analyze the role of service quality and online customer rating on purchasing decisions on Gofood services mediated by purchase intention. The population of this study is Gofood users in Malang city, using a purposive sampling method. The sample used in this study amounted to 170 respondents. Data collection using a questionnaire. The data analysis method used is Structural Equation Modeling - Partial Least Square (SEMP-LS). The results of the study indicate that service quality has a positive and significant effect on purchasing decisions, online customer rating does not affect purchasing decisions, service quality has a positive and significant effect on purchasing interest, online customer rating has a positive and significant effect on purchasing interest, purchase interest has a positive and significant effect on purchasing decisions, purchase interest can mediate service quality on purchasing decisions, and purchase interest can intervene or mediate online customer rating on purchasing decisions. Further research can also be focused on differences in geographic, cultural, or demographic contexts of consumers to see how these factors influence purchasing decision-making patterns in various regions.