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Journal : ARZUSIN: Jurnal Manajemen dan Pendidikan Dasar

Pengaruh Online Customer Rating, Online Customer Review, dan Potongan Harga terhadap Minat Beli di TikTokShop (Studi pada Mahasiswa Fakultas Ekonomi dan Bisnis Islam UIN STS Jambi) Kevin, Kevin; Kusnadi, Dedek
ARZUSIN Vol 5 No 5 (2025): OKTOBER
Publisher : Lembaga Yasin AlSys

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.58578/arzusin.v5i5.7397

Abstract

The advancement of digital technology has shifted consumer behavior from conventional shopping to online shopping, including through social commerce platforms such as TikTok Shop. However, understanding the key factors influencing purchase intention remains limited. This study aims to analyze the effects of online customer ratings, online customer reviews, and discounts on purchase intention among students of the Faculty of Islamic Economics and Business (FEBI) at UIN Sulthan Thaha Saifuddin Jambi. A quantitative approach with descriptive and verificative methods was employed. The sample consisted of 94 active students from the 2021–2022 cohorts who had purchased from TikTok Shop at least twice, selected using purposive sampling. Data were collected through a Likert-scale questionnaire and analyzed using multiple linear regression, classical assumption tests, t-tests, F-tests, and the coefficient of determination (R²). The results indicate that online customer ratings do not significantly affect purchase intention, while online customer reviews and discounts exert a positive and significant influence. Simultaneously, the three variables significantly affect purchase intention, with an adjusted R² of 69.8%, indicating that variations in purchase intention are substantially explained by the independent variables. This study concludes that consumer reviews and discount strategies are the primary drivers of student purchase intention on TikTok Shop, with practical implications for online businesses to emphasize trust-building and price incentives in digital marketing strategies.
Co-Authors Afdhal, Muhammad Agus Zainul Arifin Agus Zainul Arifin Agusnan, Sri Alfirano Alfirano Amandus Jong Tallo Amir Mahmud Husein, Amir Mahmud Anderson, Ricky Andi Andi Andik Yulianto Andri Wijaya Angelus, Michael Aning Kesuma Putri, Aning Kesuma Antira, Lady Ari Mulianta Ginting, Ari Mulianta Arimbi, Faren Zahra Ario Nugroho Suprapto Arninda, Arninda Arta Tri Narta Aslama, Fathiy Zakaria Assyeh Annasrul Majid Assyeh Annassrul Majid Atmaja, Maxwell Bachri, Karel Octavianus bagus Mulyawan Bena, Dea Almira Carmel Meiden Catherine Catherine Catherine Olivia Sereati Christian Herdinata Christiani, Agustina Citra Wahyuningrum Dali Santun Naga Darius Andana Haris Dedek Kusnadi Dennis Andry, Dennis Dharma Lesmono Dubbert, Juventia Dudi Anandya Dyah Erny Herwindiati Dyah Erny Herwindiati Edo Stanzah edy susanto Edy Susanto Efendi Mabruri Enjeli, Margareta Erlita, Erlita Faqqih Badruzzaman Fazira, Chairiani Indy Fransiska, Silvia Gunawan, Nico H, Muhammad Najmi Mafaza Hafiz Irsyad Hafizhuddin, Azhar Halim Putera Siswanto Hendra Winarsa Hendryli, Janson Hutabalian, Marshinta Romarta Uly I'tishom, Reny Iksen, Iksen Ishak Ishak Iskandar, Hari Izhari, Fahmi Janson Hendryli Jayadi, Riyanto Jeanny Pragantha Jesselyn, Gloria Iverose Jessicca, Jessicca Jesson, Jesson Johanes Fernandes Andry Kertanegara, I Wayan Alvin Kinley Aritonang Lady Antira Larasati, Lintang Laurentius, Laurentius Lie, Melvin Lisana Lisana Lumenta, Marly Lutfiamida, Rifna M Ezar Al Rivan Mahendra, A Majid , Assyeh Annasrul Majid, Assyeh Annasrul Martha, Lidya Ma’ruf, Nardyawan Arifi Meldawati , Lucyani moch syaiful anwar Muhammad Yudhistira Azis Muzahar Narta, Arta Tri Nasrun, Aja Natasya Natasya Nina Yusnita Yamin Novandyanta, Evan Novario Jaya Perdana Pinandita, Aria Prof. Dr. Ir. Dali S. Naga, MMSI Prya Artha Widjaja Purnama, Michael Putra, Mochamad Resya Putri, Rizkya Dwiananda Rafif, Muhammad Akmal Rahayu Ningsih Rahayu, Priskila Christine Ranope, Jumas Raphael C., Raphael C. Rianto Nurcahyo, Rianto Rizkiliano, Ibrahim Hanif Rofilah, Salsazahra Rostina, Cut Fitri Saefudin Saefudin Salsabila, Nisrina Seng Hansun Sentosa L., Sentosa L. Setiawan, Johan Siregar, Aulia Sucitra Dewi Siswanto, Felicia Siti Morin Sinaga Sitorus, Friska Darnawaty Solikah, Al Milatus Stanzah, Edo Sudana, Nathan Kunta Susetyo, Eprafoditus Kristiadi Sutanto, Jessica Levina Suwarno Liang Tandililing, Elia Madatu Theresia Woro Damayanti Viny Christanti M Waruwu, Lilis Risna Wella, Wella Widjaja, Purnamawati Helen Wiwin Kusuma Atmaja Putra Yuliana Yuliana Zagoto, Mariana Erfan Kristiani