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All Journal JPBM (Jurnal Pendidikan Bisnis dan Manajemen)
Sela Setyorini
Faculty of Economics and Business, University of Merdeka Malang
Economics, Econometrics & Finance Education Social Sciences

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The Influence of #RacunTikTok Trends, Customer Review and Customer Rating on Purchase Decisions through Purchase Intention Syaiful Arifin; Sela Setyorini
JPBM (Jurnal Pendidikan Bisnis dan Manajemen) Vol 9, No 2: SEPTEMBER 2023
Publisher : Universitas Negeri Malang

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.17977/um003v9i22023p091

Abstract

This study aims to analyze the influence of #RacunTiktok hashtag trends, online customer reviews, and online customer ratings on online purchase intention. The research used quantitative data analysis using structural equation modeling with IBM-SPSS-AMOS. The data were provided in Google Forms and distributed online to university students who had watched the hashtag video #RacunTikTok and had made purchases at marketplace TikTok. The results of data analysis show that hashtag trends #RacunTiktok, online customer reviews, and online customer ratings have a positive and significant effect on online purchase intention.  Trends in the hashtag #RacunTiktok, online customer reviews, and online customer ratings have a positive and significant impact on purchasing decisions in the TikTok shop marketplace. Indeed, online purchase intention affects purchasing decisions in the TikTok marketplace. Finally, trends in the hashtag #RacunTiktok, online customer reviews, and online customer ratings have no effect on purchasing decisions through online purchase intention in the TikTok marketplace for the University of Merdeka Malang students. Keywords: #RacunTiktok Hashtag Trend, Online Customer Review, Online Customer Rating, Online Purchase Intention, Purchase Decision
Co-Authors Syaiful Arifin