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All Journal Jurnal Skala Kesehatan JURNAL PENGABDIAN KEPADA MASYARAKAT Viva Medika: Jurnal Kesehatan, Kebidanan dan Keperawatan JPB Jurnal Pengabdian kepada Masyarakat Jurnal Ekonomika: Manajemen, Akuntansi & Perbankan Syari'ah Obor: Oikonomia Borneo Jurnal Cakrawala Ilmiah Journal of Innovation Research and Knowledge Jurnal Pengabdian Kreativitas Pendidikan Mahakam (JPKPM) Termometer: Jurnal Ilmiah Ilmu Kesehatan Dan Kedokteran Indonesian Journal of Early Childhood : Jurnal Dunia Anak Usia Dini Journal of Empowerment and Community Service
Erni Setiawati
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Religion Agriculture, Biological Sciences & Forestry Humanities Computer Science & IT Decision Sciences, Operations Research & Management Dentistry Economics, Econometrics & Finance Education Environmental Science Health Professions Languange, Linguistic, Communication & Media Law, Crime, Criminology & Criminal Justice Library & Information Science Medicine & Pharmacology Nursing Public Health Social Sciences Other

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Journal : Obor: Oikonomia Borneo

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PENGARUH CUSTOMER RATING, CUSTOMER REVIEWS, PRUDUCT QUALITY, DAN LIVE STREAMING, TERHADAP PURCHASE DECISION DI TIKTOK SHOP Erni Setiawati; Mardiono; Irwansyah
OBOR: Oikonomia Borneo Vol. 7 No. 1 (2025): April
Publisher : University of Widya Gama Mahakam Samarinda

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.24903/obor.v7i1.3435

Abstract

This study aims to determine the simultaneous and partial influence of Customer Rating (X1), Customer Reviews (X2), Product Quality (X3), and Live Streaming (X4) on Purchase Decisions (Y) on TikTok Shop in Samarinda City. The research employs a quantitative approach with purposive sampling, collecting data from 150 respondents. Data analysis includes data quality tests, classical assumption tests, multiple linear regression analysis, correlation coefficient (R), coefficient of determination (R²), and hypothesis testing (F-test and T-test). The multiple linear regression equation results show: Y = a + 0.328(X1) + 0.306(X2) + 0.367(X3) + 0.258(X4). The correlation test indicates a strong relationship between the independent variables and Purchase Decision, with a correlation coefficient (R) of 0.924. The coefficient of determination (R²) is 85.4%, indicating that Customer Rating, Customer Reviews, Product Quality, and Live Streaming collectively influence Purchase Decision by 85.4%, while the remaining 14.6% is influenced by other factors outside the model. The T-test results demonstrate that Customer Rating, Customer Reviews, Product Quality, and Live Streaming each have a significant effect on Purchase Decision. Additionally, the F-test confirms that all four variables simultaneously have a significant influence on Purchase Decision on TikTok Shop
Co-Authors Akhmad Rizani Chika Lestari Devina Yolanda Diane Prihastuti Efi Kristiana Erni Yuliastuti Ervin Nurul Affrida Fitria Zuhriyatun Gina Isyana Husni Rachmawati IRWANSYAH Isrowiyatun Daiyah Januarsih Januarsih Luh Putu Ratna Sundari Mamat Rohimat Mardiono Mawaddah Mawaddah mukhtar mukhtar Mutiara Rahman Neng Meri Ratna Sapuri Ni Nyoman Ayu Fenika Noor Adha Aprilea Noorhayati Maslani Norhayati Maslani Rafidah Rafidah Rubiati Hipni Rusmia Azizah Rusmilawaty Saripudin Saripudin sri hasrindah taslim Suhrawardi suhrawardi, suhrawardi Syifa Aulia Syifa Sonia Yusuf Fajar Nuryanto Zahra Nuril Musthafawi