Quantitative survey reveals online customer reviews and ratings notably shape transaction decisions, indicating their critical role.
This study aims to examine the influence of online customer review and online customer rating variables on the decision to make transactions on the Grab application in Surabaya. This study uses a quantitative approach with a survey methodoinvolving 100 respondents selected through purposive sampling technique. The research instrument is a Likert scale questionnaire, which is analyzed using Partial Least Square (PLS) with SmartPLS software. The results show that both online customer reviews and online customer ratings positively and significantly influence the decision to make transactions on the Grab application. These findings highlight the importance of credible customer reviews and informative ratings in shaping consumer decisions.
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Widiansyah et al. (2025) studied this question.
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