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All Journal JURNAL AKUNTANSI, EKONOMI dan MANAJEMEN BISNIS JOURNAL OF APPLIED BUSINESS ADMINISTRATION Jurnal Bisnis Mahasiswa Indonesian Journal of Research and Educational Review (IJRER) Jurnal Pengabdian kepada Masyarakat Politeknik Negeri Batam Jurnal Pengabdian Inovasi dan Teknologi Kepada Masyarakat Altifani : Jurnal Pengabdian Masyarakat Ushuluddin, Adab, dan Dakwah Proceeding Applied Business and Engineering Conference Journal of Sustainable Community Development
Mia Syafrina
Politeknik Negeri Batam
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The effect of online customer review and perceived risk on purchase decisions: A study of Somethinc consumers on the TikTok shop platform Syafrina, Mia; Asyifa, Pramitha; Firdaus, Fadli; Sudarso, Dian Mulyaningtyas; Mulyana, Andi Erna
Journal of Applied Business Administration Vol 10 No 1 (2026): Journal of Applied Business Administration
Publisher : Pusat P2M Politeknik Negeri Batam

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.30871/jaba.12040

Abstract

This study analyzes the effects of online customer reviews and perceived risk on Somethinc consumers’ purchase decisions on TikTok Shop in Batam. A quantitative survey was conducted with 100 Generation Z respondents aged 15–24 years who had previously purchased Somethinc through TikTok Shop. Data were collected using a 4-point Likert questionnaire distributed via Google Forms and analyzed with multiple linear regression. The results show that online customer reviews have a positive and statistically significant effect on purchase decisions, while perceived risk has a negative but insignificant effect. Together, the two variables explain 36.8% of the variance in purchase decisions. These findings highlight the strategic role of user-generated reviews in shaping Gen Z consumers’ purchasing behavior and suggest that perceived risk may be less salient for a well-known local beauty brand operating on a popular social commerce platform.
Co-Authors Adhitomo Wirawan Adi Irawan Setiyanto Afriyanti Hasanah Agussa Putra, Pandu Alrido Martha Devano Amaliah, Rezky Andi Erna Mulyana Asman Tayo Asyifa, Pramitha Aurora, Angel Ayu Puspitasari Ayu Puspitasari, Ayu Bambang Hendrawan Desi Ratna Sari Dian Mulyaningtyas Dian Mulyaningtyas Doni Putra Utama Dwi Kartikasari Fadli Firdaus Fajrin, Aulia Fajrina, Nadhilah Nur Fandy Bestario Harlan Fikri, Alif Fikri, Nuzuly Fillandini, Raja Fuad Arif Rahman Harlan, Fandi Bestario Hutasoit, Ribka Juwita Intan, Sutra Irianto, Danar Irsutami Irsutami, Irsutami Jessica Olifia Khusniah, Riza Muhammad Ikhlash Muhammad Zainuddin Mulyaningtyas, Dian Nadiya Pranela Niniet Indah Arvitrid Nisa, Atiqotun Othanindyah, Larasati Putri Saraswati Naufalita Ryanto Rahma Dona, Rahma Rahmat Hidayat Renny, Kristina RIA ANGGRAINI Rizka Destiana Shinta Wahyu Hati Sinambela, Fitriana Aidnilla Siregar, Purnama Ramadhani Slamet Soebagyo Sudarso, Dian Mulyaningtyas Sugeng Riadi Sugeng Riadi Yora Kurnia Ilahi Yosi Handayani Yulinda Yulinda yulinda Yulinda Yulinda