Pengaruh Online Customer Review dan Online Customer Rating terhadap Purchase Decision di Tiktok Shop: Studi Kasus Pada Generasi Z di Bandar Lampung

Yeni Arinda; Iskandar Ali Alam; Nuris Sanida

doi:10.30640/ekonomika45.v12i2.4592

Authors

Yeni Arinda Universitas Bandar Lampung
Iskandar Ali Alam Universitas Bandar Lampung
Nuris Sanida Universitas Bandar Lampung

DOI:

https://doi.org/10.30640/ekonomika45.v12i2.4592

Keywords:

Online Customer Review, Online Customer Rating, Purchase Decision, Gen Z

Abstract

This investigate was conducted with the point of finding out the impact of Online Client Survey (X1) and Online Client Rating (X2) on Buy Choice (Y) at Tiktok Shop on gen z in Bandar Lampung. In analyzing applying a Quantitative approach. Changes in customer behavior shopping online nowadays are the reason for the ought to get it how audits and appraisals influence online buys as a implies of shopper data. This inquire about included all Tiktok Shop clients in Bandar Lampung by drawing 100 respondents as a test, chosen utilizing purposive testing. The information was analyzed utilizing SPSS with Numerous Straight Relapse examination. The survey was utilized as a information collection instrument. The inquire about discoveries appear that the factors Online Client Survey (X1), Online Client Rating (X2) at the same time have a noteworthy impact on Purchase Decision (Y) at Tiktok Shop. Buy Choice (Y) isn't altogether impacted by Online Client Survey. Online Client Rating includes a mostly critical impact on Buy Choice (Y) at Tiktok Shop.

References

Aziz Sholeh, A., Abdul, A., & lainnya. (2024). Kompensasi terhadap motivasi kerja karyawan pada PT. Insolent Raya di Surabaya. Journal of Management and Creative Business, 2(1), 82–96.

Babenko, V., Kulczyk, Z., Perevosova, I., Syniavska, O., & Davydova, O. (2019). Factors of the development of international e-commerce under the conditions of globalization. SHS Web of Conferences, 65, 04016. https://doi.org/10.1051/shsconf/20196504016

Bauerová, R., & Klepek, M. (2018). Technology acceptance as a determinant of online grocery shopping adoption. Acta Universitatis Agriculturae et Silviculturae Mendelianae Brunensis, 66(3), 737–746. https://doi.org/10.11118/actaun201866030737

Camilleri, M. A., & Filieri, R. (2023). Customer satisfaction and loyalty with online consumer reviews: Factors affecting revisit intentions. International Journal of Hospitality Management, 114, 103575. https://doi.org/10.1016/j.ijhm.2023.103575

Dwidienawati, D., & Gandasari, D. (2018). Understanding Indonesia’s Generation Z. International Journal of Engineering & Technology, 7(3), 245–253.

Engler, T. H., Winter, P., & Schulz, M. (2015). Understanding online product ratings: A customer satisfaction model. Journal of Retailing and Consumer Services, 27, 113–120. https://doi.org/10.1016/j.jretconser.2015.07.010

Farki, A., & Baihaqi, I. (2016). Pengaruh online customer review dan rating terhadap kepercayaan dan minat pembelian pada online marketplace di Indonesia. Jurnal Teknik ITS, 5(2), A614–A619.

Feri, M., & Wijayanti, S. K. (2024). Pengaruh promo gratis ongkos kirim, online customer review dan layanan cash on delivery terhadap keputusan pembelian di fitur TikTok Shop pada Generasi Y dan Generasi Z. I-Con Media, 7(2), 12–24.

Hariyanto, H. T., & Trisunarno, L. (2021). Analisis pengaruh online customer review, online customer rating, dan star seller terhadap kepercayaan pelanggan hingga keputusan pembelian pada toko online di Shopee. Jurnal Teknik ITS, 9(2), A234–A239.

Khoirun Nisa, S., & Dwijayanti, R. (2022). Pengaruh online customer review dan online customer rating terhadap minat beli produk fashion di marketplace Shopee. Jurnal Ekonomi, Manajemen Pariwisata dan Perhotelan, 1(2), 148–156.

Kiki, J. (2018). Pengaruh word of mouth terhadap keputusan pembelian konsumen pada media online shop Shopee di Pekanbaru (Survey pada Mahasiswa Semester VII Jurusan Pendidikan Akuntansi Fakultas Keguruan dan Ilmu Pendidikan Universitas Islam Riau). Jurnal Valuta, 4(1).

Kristiawati, N., et al. (2019). Citra merek, persepsi harga dan nilai pelanggan terhadap keputusan pembelian pada mini market Indomaret Lontar Surabaya. Jurnal Ilmu Ekonomi dan Manajemen (JMM 17), 6(2), 27–36.

Liswandari, T. A. (n.d.). Pengaruh harga, online customer review dan online customer rating terhadap keputusan pembelian pada marketplace Shopee. STIESIA Surabaya.

Mulyandi, R. (2022). Pengaruh online customer review dan online customer rating terhadap minat beli pelanggan e-commerce. Jurnal E-Commerce, 1(1).

Putra, C., Nindiya, B., Program, E. S., Bimbingan, S., & Konseling, D. (2017). Dipublikasikan oleh: Program Studi Bimbingan dan Konseling FKIP Universitas Muria Kudus. Jurnal Konseling GUSJIGANG, 3(1). https://doi.org/10.24176/jkg.v3i1.1602

Putri, L., & Wandebori, H. (2016). Faktor–faktor yang mempengaruhi niat beli kosmetik di Indonesia berdasarkan ulasan online. DeepL. https://www.deepl.com/pro

Riyanjaya, N. A., & Andarini, S. (2022). Pengaruh online customer review dan online customer rating terhadap minat beli produk Wardah di situs belanja online Shopee. El-Mal: Jurnal Kajian Ekonomi & Bisnis Islam, 3(5), 927–944.

Shadrina, R. N., & Yoestini, Y. (2022). Analisis pengaruh content marketing, influencer, dan media sosial terhadap keputusan pembelian konsumen (Studi pada pengguna Instagram dan TikTok di Kota Magelang). Diponegoro Journal of Management, 11(2).

Shifa, A., Pinasthika, H., Alam, A., Studi, P., Universitas, M., & Lampung, B. (n.d.-a). Pengaruh citra merek dan harga terhadap keputusan pembelian pada e-commerce Shopee (Studi kasus mahasiswa Fakultas Ekonomi dan Bisnis Universitas Bandar Lampung). Jurnal Maneksi, 12(4).

Shifa, A., Pinasthika, H., Alam, A., Studi, P., Universitas, M., & Lampung, B. (n.d.-b). Pengaruh citra merek dan harga terhadap keputusan pembelian pada e-commerce Shopee (Studi kasus mahasiswa Fakultas Ekonomi dan Bisnis Universitas Bandar Lampung). Jurnal Maneksi, 12(4).

Von Helversen, B., Abramczuk, K., Kopeć, W., & Nielek, R. (2018). Influence of consumer reviews on online purchasing decisions in older and younger adults. Decision Support Systems, 113, 1–10. https://doi.org/10.1016/j.dss.2018.05.006

Warganegara, T. L. P., & Safitri, D. (2023). Pengaruh promosi online dan brand image terhadap keputusan pembelian pada produk UMKM Kopi Kenangan Ruko Ahmad Yani di Bandar Lampung. Jurnal EMT KITA, 7(2), 521–529. https://doi.org/10.35870/emt.v7i2.1159