Ulasan Online sebagai Mediator antara Persepsi Harga dan Persepsi Risiko Terhadap Keputusan Pembelian Secara Online

Gita Mutiara Annisa Chaerani; Hana Alfira

doi:10.30822/aksioma.v5i2.5702

Authors

Gita Mutiara Annisa Chaerani Universitas Asa Indonesia
Hana Alfira Universitas Asa Indonesia

DOI:

https://doi.org/10.30822/aksioma.v5i2.5702

Keywords:

Price Perception; Risk Perception; Online Review; Purchase Decision

Abstract

This study aims to examine the mediating role of online reviews in the relationship between price perception, risk perception, and purchase decisions on online food delivery platforms. A quantitative survey was conducted involving 262 consumers who had used GoFood, GrabFood, or ShopeeFood services in Jakarta. Respondents were selected using a purposive sampling technique, and the data were analyzed through Structural Equation Modeling (SEM) using LISREL. The results indicate that both price perception and risk perception positively and significantly influence the use of online reviews. Online reviews positively and significantly influence purchase decisions. Furthermore, online reviews successfully mediated the relationship between price perception and purchase decisions, but failed to mediate the relationship between risk perception and purchase decisions. This finding suggests that online reviews serve more as a validation mechanism for price perception than as a means to reduce consumers' perceived risk in online food purchasing.

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