Pengaruh Online Customer Review dan Online Customer Rating Terhadap Keputusan Pembelian di Tiktok Shop. (Studi Pada Mahasiswa Universitas Padjadjaran)

Abstract

The rapid advancement of technology has accelerated the growth of online shopping, with online customer reviews and ratings becoming key factors in consumer decision-making. TikTok Shop, a social media-based e-commerce platform popular among university students, serves as the focus of this study. This research aims to analyze the influence of Online Customer Review and Online Customer Rating on the purchasing decisions of Universitas Padjadjaran students on TikTok Shop. Using a quantitative method with 97 respondents and multiple linear regression analysis via SPSS, the findings reveal that both variables have a positive and significant impact on purchasing decisions. These results highlight the importance of leveraging customer reviews and ratings in building consumer trust on digital platforms.