Business in the food and beverage industry is currently growing rapidly. Changes in people's lifestyles, including food consumption styles, lead to instant food, one of which is frozen food. The frozen food product business industry is considered profitable, making competition in this field quite high. This is also supported by the style of people who currently like to shop online in e-commerce. In fact, Indonesia is a country with large e-commerce users in Asia. With this, many people see the business of selling on e-commerce. This study aims to determine the effect of consumer reviews and stars, influencer reviews, and group references on consumer purchasing decisions. Because, to generate sales, business people must know the factors of consumer decisions to buy. This study will find out what factors can encourage purchasing decisions for frozen food products based on the relationship shown in the results of the study. Analysis of research data will use the method of Structural Equation Modeling with Partial Least Square (PLS) model. The data will be processed assisted by the Microsoft Excel application and the SmartPLS 3.0 application. In this study, the questionnaire was filled out by 190 respondents and then removed according to the respondent's profile that matched the research so that as many as 169 respondents could be processed. Measurements in this study used an ordinal scale measurement in the form of opinions ranging from 1 (strongly disagree) to 5 (strongly agree) which means the research data is included in non-parametric. The independent variables in this study are consumer reviews and stars (X1), influencer reviews (X2), and reference groups (X3) while the dependent variable in research on purchasing decisions (Y). The results showed that each independent variable had a positive and significant effect on purchasing decisions.

Azzahra Dwi Rahmawati

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An Analysis Approach of The Influence of Customer Reviews and Ratings, Influencer Reviews, and References Group on The Purchase Decision of Frozen Food Products