More Choices or More Trust? Investigating Product Variety, Online Reviews, and Trust in Café Purchase Decisions
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Abstract
This study analyzes the influence of product variety, online reviews, and trust on purchasing decisions at café in Jakarta. The population of this study consisted of café customers in Jakarta. The sample consisted of 180 respondents selected using purposive sampling. Data analysis was performed using multiple linear regression with SPSS. The results of this study indicate that product variety, online reviews, and trust simultaneously influence purchasing decisions. Trust partially influences purchasing decisions. Meanwhile, product variety and online reviews do not influence purchasing decisions. These results emphasize the importance of building and maintaining consumer trust as a key strategy in improving purchasing decisions.
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How to Cite
Chaerani, G. M. A., & Alfira, H. (2026). More Choices or More Trust? Investigating Product Variety, Online Reviews, and Trust in Café Purchase Decisions. ProBisnis : Jurnal Manajemen, 17(1), 542–549. Retrieved from https://www.ejournal.joninstitute.org/index.php/ProBisnis/article/view/1468
References
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Bo, L., Chen, Y., & Yang, X. (2023). The Impact of Contradictory Online Reviews on Consumer Online Purchase Decision: Experimental Evidence From China. Sage Journals, April-June 2023. https://doi.org/10.1177/21582440231180107
Casaló, L. V., Flavián, C., & Guinalíu, M. (2011). Understanding the intention to follow the advice obtained in an online travel community. Computers in Human Behavior, 27(2), 622–633. https://doi.org/10.1016/j.chb.2010.04.013
Guo, J., Wang, X., & Wu, Y. (2020). Positive emotion bias: Role of emotional content from online customer reviews in purchase decisions. Journal of Retailing and Consumer Services, 52(July 2019). https://doi.org/10.1016/j.jretconser.2019.101891
Hair, J. J. F., Black, W. C., Babin, B. J., & Anderson, R. E. (2009). Multivariate Data Analysis (7th Editio). Pearson Education Inc.
Haitao, N. (2022). Analysis of Product Variety and Price on Purchase Decisions. International Journal of Advanced Multidisciplinary, 1(1), 73–82. https://doi.org/10.38035/ijam.v1i1.69
Handayani, C. M. S., Wibowo, T. S., & Laksono, B. R. (2021). PROMOTION, PRODUCT QUALITY, MENU DIVERSITY AND PURCHASE DECISIONS FACTORS FOR STREET VENDORS IN THE NEW NORMAL ERA. International Journal of Economics,Businessand Accounting Research (IJEBAR), 5(4). https://doi.org/10.29040/ijebar.v5i4.3728
Huffman, C., & Kahn, B. E. (1998). Variety for sale: Mass customization or mass confusion? In Journal of Retailing (Vol. 74, Issue 4). https://doi.org/10.1016/S0022-4359(99)80105-5
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Kotler, P. (2002). Marketing Management , Millenium Edition. In Marketing Management. Pearson Custom Publishing.
Kotler, P., & Amstrong, G. (2012). Principle of Marketing. Pearson.
Kotler, P., & Armstrong, G. (2016). Principles of Marketing. (S. Wall (ed.); 16th ed.). pearson Education Limited. https://doi.org/10.2307/2224326
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Maharani, P. S., & Wiyadi. (2024). PRICE PERCEPTION, PRODUCT VARIETY, SERVICE QUALITY, ANDPROMOTION: THEIR INFLUENCE ON CONSUMER PURCHASE DECISIONS AT SUPERINDO BOYOLALI. Indonesian Interdisciplinary Journal of Sharia Economics (IIJSE), 7(2), 2731–2749.
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Mayer, R. C., & Davis, J. H. (1999). The effect of the performance appraisal system on trust for management: A field quasi-experiment. Journal of Applied Psychology, 84(1), 123–136. https://doi.org/10.1037/0021-9010.84.1.123
Pasaribu, W., Sembiring, B. K. F., & Rini, E. S. (2025). The Effect of Online Customer Review and Online Customer Rating on Purchase Decision with Brand Image as Mediation on Shopee Marketplace in Medan City. Journal of Business Management, 3(1), 14–20. https://doi.org/10.47134/jobm.v3i1.148
Pop, R. A., Săplăcan, Z., Dabija, D. C., & Alt, M. A. (2022). The impact of social media influencers on travel decisions: the role of trust in consumer decision journey. Current Issues in Tourism, 25(5), 823–843. https://doi.org/10.1080/13683500.2021.1895729
Qi, X., & Kuik, S. (2022). Effect of Word-of-Mouth Communication and Consumers’ Purchase Decisions for Remanufactured Products: An Exploratory Study. Sustainability, 14(10). https://doi.org/10.3390/su14105963
Singh, J., Ehrenberg, A., & Goodhardt, G. (2008). Measuring customer loyalty to product variants. International Journal of Market Research, 50(4), 513–532. https://doi.org/10.1177/147078530805000408
Sutaguna, I. N. T., Sumerli A, C. H., Razali, G., & Yusuf, M. (2023). Hanan Catering’s Instagram promotions, pricing, and menu variety influence consumer purchasing decisions in Bandung. International Journal of Economics and Management Research, 2(1). https://doi.org/10.55606/ijemr.v2i1.67
Tian, G., Lu, L., & McIntosh, C. (2021). What factors affect consumers’ dining sentiments and their ratings: Evidence from restaurant online review data. Food Quality and Preference, 88(November 2019), 104060. https://doi.org/10.1016/j.foodqual.2020.104060
Tran, L. T. T. (2020). Online reviews and purchase intention: A cosmopolitanism perspective. Tourism Management Perspectives, 35(October 2019), 100722. https://doi.org/10.1016/j.tmp.2020.100722
Ushchev, P., & Zenou, Y. (2018). Price competition in product variety networks. Games and Economic Behavior, 110(October 2016), 226–247. https://doi.org/10.1016/j.geb.2018.04.002
Wijaya, E., The, S., Santoso, P. H., Chandra, J., & Suryono. (2023). DAMPAK HARGA, ULASAN ONLINE, DAN RATING TERHADAP KEPUTUSAN PEMBELIAN PADA E-COMMERCE TOKOPEDIA. Procuratio: Jurnal Ilmiah Manajemen, 11(2), 225–233. https://doi.org/10.35145/procuratio.v11i2.3461
Wilis, R. A., & Faik, A. (2022). The Effect of Digital Marketing, Influencer Marketing and Online Customer Review on Purchase Decision: A Case Study of Cake Shop “Lu’miere.” Petra International Journal of Business Studies, 5(2), 155–162. https://doi.org/10.9744/ijbs.5.2.155–162
Amalia, S., Nugraheni, T., & Misdiyono. (2024). Consumer Decision Model: Online Customer Reviews, Online Customer Ratings,and Brand Ambassadors Influence Decisions to Purchase in E-commerce Duringthe COVID-19 Pandemic. INOBIS: Jurnal Inovasi Bisnis Dan Manajemen Indonesia, 7(3), 346–355.
Bo, L., Chen, Y., & Yang, X. (2023). The Impact of Contradictory Online Reviews on Consumer Online Purchase Decision: Experimental Evidence From China. Sage Journals, April-June 2023. https://doi.org/10.1177/21582440231180107
Casaló, L. V., Flavián, C., & Guinalíu, M. (2011). Understanding the intention to follow the advice obtained in an online travel community. Computers in Human Behavior, 27(2), 622–633. https://doi.org/10.1016/j.chb.2010.04.013
Guo, J., Wang, X., & Wu, Y. (2020). Positive emotion bias: Role of emotional content from online customer reviews in purchase decisions. Journal of Retailing and Consumer Services, 52(July 2019). https://doi.org/10.1016/j.jretconser.2019.101891
Hair, J. J. F., Black, W. C., Babin, B. J., & Anderson, R. E. (2009). Multivariate Data Analysis (7th Editio). Pearson Education Inc.
Haitao, N. (2022). Analysis of Product Variety and Price on Purchase Decisions. International Journal of Advanced Multidisciplinary, 1(1), 73–82. https://doi.org/10.38035/ijam.v1i1.69
Handayani, C. M. S., Wibowo, T. S., & Laksono, B. R. (2021). PROMOTION, PRODUCT QUALITY, MENU DIVERSITY AND PURCHASE DECISIONS FACTORS FOR STREET VENDORS IN THE NEW NORMAL ERA. International Journal of Economics,Businessand Accounting Research (IJEBAR), 5(4). https://doi.org/10.29040/ijebar.v5i4.3728
Huffman, C., & Kahn, B. E. (1998). Variety for sale: Mass customization or mass confusion? In Journal of Retailing (Vol. 74, Issue 4). https://doi.org/10.1016/S0022-4359(99)80105-5
Kang, M., Sun, B., Liang, T., & Mao, H. Y. (2022). A study on the influence of online reviews of new products on consumers’ purchase decisions: An empirical study on JD.com. Frontiers in Psychology, 13(September), 1–22. https://doi.org/10.3389/fpsyg.2022.983060
Kotler, P. (2002). Marketing Management , Millenium Edition. In Marketing Management. Pearson Custom Publishing.
Kotler, P., & Amstrong, G. (2012). Principle of Marketing. Pearson.
Kotler, P., & Armstrong, G. (2016). Principles of Marketing. (S. Wall (ed.); 16th ed.). pearson Education Limited. https://doi.org/10.2307/2224326
Lahindah, C. (2023). Analisis Pengaruh WOM, e-WOM, dan Brand Image terhadap Purchase Decision Bidang Food and Beverage (Studi Kasus CV. Sembilan Matahari Sejahtera). Journal of Management and Business Review, 20(3). https://doi.org/10.34149/jmbr.v20i3.590
Maharani, P. S., & Wiyadi. (2024). PRICE PERCEPTION, PRODUCT VARIETY, SERVICE QUALITY, ANDPROMOTION: THEIR INFLUENCE ON CONSUMER PURCHASE DECISIONS AT SUPERINDO BOYOLALI. Indonesian Interdisciplinary Journal of Sharia Economics (IIJSE), 7(2), 2731–2749.
Mahliza, F. (2020). CONSUMER TRUST IN ONLINE PURCHASE DECISION. EPRA International Journal of Multidisciplinary Research (IJMR)-Peer Reviewed Journal, 6(2), 198–210. https://doi.org/10.36713/epra2013
Mayer, R. C., & Davis, J. H. (1999). The effect of the performance appraisal system on trust for management: A field quasi-experiment. Journal of Applied Psychology, 84(1), 123–136. https://doi.org/10.1037/0021-9010.84.1.123
Pasaribu, W., Sembiring, B. K. F., & Rini, E. S. (2025). The Effect of Online Customer Review and Online Customer Rating on Purchase Decision with Brand Image as Mediation on Shopee Marketplace in Medan City. Journal of Business Management, 3(1), 14–20. https://doi.org/10.47134/jobm.v3i1.148
Pop, R. A., Săplăcan, Z., Dabija, D. C., & Alt, M. A. (2022). The impact of social media influencers on travel decisions: the role of trust in consumer decision journey. Current Issues in Tourism, 25(5), 823–843. https://doi.org/10.1080/13683500.2021.1895729
Qi, X., & Kuik, S. (2022). Effect of Word-of-Mouth Communication and Consumers’ Purchase Decisions for Remanufactured Products: An Exploratory Study. Sustainability, 14(10). https://doi.org/10.3390/su14105963
Singh, J., Ehrenberg, A., & Goodhardt, G. (2008). Measuring customer loyalty to product variants. International Journal of Market Research, 50(4), 513–532. https://doi.org/10.1177/147078530805000408
Sutaguna, I. N. T., Sumerli A, C. H., Razali, G., & Yusuf, M. (2023). Hanan Catering’s Instagram promotions, pricing, and menu variety influence consumer purchasing decisions in Bandung. International Journal of Economics and Management Research, 2(1). https://doi.org/10.55606/ijemr.v2i1.67
Tian, G., Lu, L., & McIntosh, C. (2021). What factors affect consumers’ dining sentiments and their ratings: Evidence from restaurant online review data. Food Quality and Preference, 88(November 2019), 104060. https://doi.org/10.1016/j.foodqual.2020.104060
Tran, L. T. T. (2020). Online reviews and purchase intention: A cosmopolitanism perspective. Tourism Management Perspectives, 35(October 2019), 100722. https://doi.org/10.1016/j.tmp.2020.100722
Ushchev, P., & Zenou, Y. (2018). Price competition in product variety networks. Games and Economic Behavior, 110(October 2016), 226–247. https://doi.org/10.1016/j.geb.2018.04.002
Wijaya, E., The, S., Santoso, P. H., Chandra, J., & Suryono. (2023). DAMPAK HARGA, ULASAN ONLINE, DAN RATING TERHADAP KEPUTUSAN PEMBELIAN PADA E-COMMERCE TOKOPEDIA. Procuratio: Jurnal Ilmiah Manajemen, 11(2), 225–233. https://doi.org/10.35145/procuratio.v11i2.3461
Wilis, R. A., & Faik, A. (2022). The Effect of Digital Marketing, Influencer Marketing and Online Customer Review on Purchase Decision: A Case Study of Cake Shop “Lu’miere.” Petra International Journal of Business Studies, 5(2), 155–162. https://doi.org/10.9744/ijbs.5.2.155–162