BABEHIS, ATHENA B, DONALDO, MA. ALYSA D, ELNAR, JANALYN, LEONG,
MIGUEL HUGO WONG V, RAEL, CHARMAINE A, VILLACRUCIS, RONI TRIXIE D.
CONSUMER DECISION MAKING BASED ON ONLINE REVIEWS AND STAR
RATINGS IN CHOOSING CAFÉ ALONG MOLINO BOULEVARD 2024.
Undergraduate Thesis. Bachelor of Science in Hospitality Management. Cavite State
University – Bacoor City Campus, City of Bacoor, Cavite. February 2024. Adviser: Mr.
John Darren H. Lubaton.

This study aims to thoroughly examine consumer decisions based on online
reviews and star ratings when choosing cafes along Molino Boulevard. The research
focused on selected cafes in the area, conducting an online survey to investigate the
impact of online reviews and star ratings on the consumer decision-making process.
The objectives include exploring the influence of online reviews and star ratings on
consumer choices and identifying key factors that influence their decisions.
Results indicate that in consumer decision-making, respondents strongly
prioritize certain credibility indicators. The highest-ranked factor is the impact of
reviews mentioning service quality and staff friendliness, with a weighted mean of 3.45.
The overall star rating is considered a reliable satisfaction indicator (ranked 1) with a
weighted mean of 3.43. Responses from business owners indicate a strong
appreciation for prompt and positive responses to customer reviews (ranked 1), with a
weighted mean of 3.66. Review fluency, emphasizing articulate insights into the cafe
experience, is highly trusted and ranked 1st, with a weighted mean of 3.55. Review
anonymity, allowing genuine expressions without fear of repercussion, is ranked 1st
with a weighted mean of 3.30. Photo-sharing in reviews significantly contributes to
understanding cafe offerings (ranked 1st), with a weighted mean of 3.62. Additionally,
respondents strongly agree that proper grammar and spelling in reviews catch their
attention (ranked 1st), with a weighted mean of 3.47. Effective communication of pros
and cons in reviews (ranked 1st) contributes to decision-making, with a weighted mean
of 3.68. And the Results indicate that in consumer decision-making implication, with
the highest weighted mean of 3.34, respondents strongly agree that aligning a cafe
with family and reference group tastes is a top priority. Similarly, a weighted mean of
3.55 highlights that the branding and ambiance significantly influence the decision to
visit a cafe. Furthermore, a weighted mean of 3.51 underscores that respondents
prioritize cafes with pleasant environments and convenient locations for dining
choices. These findings shed light on key considerations guiding individuals' choices
in cafe selection.
In general, consumers highly prioritize factors influencing decision-making
when choosing a café along Molino Boulevard. 

xvi, 67p.

PDF Format. 

Includes references and appendices.