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All Journal EMAS: Jurnal Ekonomi, Manajemen dan Bisnis
Ni Putu Ayu Candra Wati
Universitas Mahasaraswati Denpasar
Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Social Sciences

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Online Reviews, Ratings, and Brand Image in Shaping Generation Z’s Purchase Decisions: Evidence from The Originote Consumers in Denpasar Ni Putu Ayu Candra Wati; Ni Wayan Eka Mitariani; Ni Putu Nita Anggraini
EMAS: Jurnal Ekonomi, Manajemen dan Bisnis Vol. 7 No. 8 (2026): EMAS: Jurnal Ekonomi, Manajemen dan Bisnis
Publisher : Program Studi Manajemen Fakultas Ekonomi dan Bisnis Universitas Mahasaraswati Denpasar.

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.36733/emas.v7i8.14753

Abstract

The purpose of this study is to analyze how online customer reviews, online customer ratings, and brand image influence purchasing decisions for The Originote products on the TikTok Shop platform. This study focuses on understanding the digital factors that influence consumer behavior, particularly among Gen Z in Denpasar as an active group of social media and e-commerce users. This study employs a quantitative method using non-probability sampling (accidental sampling), involving 112 respondents. The data was collected through a questionnaire distributed to Gen Z customers of The Originote in Denpasar, which had undergone validity, reliability, and classical assumption tests, and was subsequently analyzed using multiple linear regression. The research results demonstrate that online customer reviews, online customer ratings, and brand image significantly contribute to purchasing decisions. This means that the better the customer reviews, the higher the product ratings, and the stronger the brand image perceived by consumers, the more likely they are to purchase The Originote products on TikTok Shop.
Co-Authors Ni Putu Nita Anggraini Ni Wayan Eka Mitariani