Article Per Year (5 Year)
p-Index From 2021 - 2026
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This Author published in this journals
All Journal Commodities, Journal of Economic and Business
Diah Ayu Novitasari
Manajemen, Universitas Islam Lamongan, Indonesia
Economics, Econometrics & Finance

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Determinasi Keputusan Pembelian Generasi Z pada TikTok Shop melalui Online Customer Rating, Online Customer Review, dan Voucher Gratis Ongkir Diah Ayu Novitasari; Luluk Nur Azizah; Ainur Rohma
Commodities, Journal of Economic and Business Vol. 6 No. 4 (2026): April 2026
Publisher : FKDP (Forum Komunikasi Dosen Peneliti)

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.59689/commo.v6i4.1402

Abstract

This study aims to analyze the influence of online customer rating, online customer review, and free shipping vouchers on purchasing decisions in the TikTok Shop application among Generation Z consumers in Turi District, Lamongan Regency. This research employed a quantitative approach using a survey method. The sampling technique used was purposive sampling with a total of 387 TikTok Shop users as respondents. Data were collected through questionnaires and analyzed using multiple linear regression analysis with the assistance of SPSS version 20. Data testing included validity, reliability, classical assumption, t-test, F-test, and coefficient of determination tests. The results showed that partially, online customer rating, online customer review, and free shipping vouchers had a positive and significant effect on purchasing decisions. Simultaneously, the three variables also significantly influenced purchasing decisions on TikTok Shop. The most dominant variable affecting purchasing decisions was online customer review. This study indicates that customer reviews, product ratings, and free shipping promotions are important factors in increasing consumer purchasing decisions, especially among Generation Z consumers on social commerce platforms.
Reference Group, Gaya Hidup, dan Store Atmosphere sebagai Faktor Pembentuk Budaya Nongkrong Konsumen Angkringan Levia Inggrit Sayekti; Muhammad Tamim Irsyad; Diah Ayu Novitasari
Commodities, Journal of Economic and Business Vol. 7 No. 1 (2026): July 2026
Publisher : FKDP (Forum Komunikasi Dosen Peneliti)

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.59689/commo.v7i1.1428

Abstract

This study aims to analyze reference groups, lifestyle, and store atmosphere as factors shaping the "hangout culture" among angkringan consumers in Lamongan City. A quantitative, explanatory research approach was employed. Data were collected via questionnaires distributed to 160 angkringan patrons in Lamongan City. Purposive sampling was used for participant selection, and data analysis was conducted using multiple linear regression with SPSS. The results indicate that reference groups, lifestyle, and store atmosphere have a positive and significant influence on consumer hangout culture. Collectively, these three variables also significantly affect hangout culture. An Adjusted R-Square value of 0.544 demonstrates that reference groups, lifestyle, and store atmosphere account for 54.4% of the variation in consumer hangout culture, with the remainder attributed to factors outside the research model. Lifestyle emerged as the most dominant variable in shaping hangout culture. The study's implications highlight the importance of understanding social aspects, lifestyle, and venue atmosphere when designing marketing strategies for *angkringan* businesses, thereby enhancing their appeal as spaces for social interaction and community consumption.
Co-Authors Ainur Rohma Levia Inggrit Sayekti Luluk Nur Azizah Muhammad Tamim Irsyad