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syafa’at, Faizal
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Economics, Econometrics & Finance Social Sciences

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Pengaruh Online Customer Review, Online Customer Rating, Kepercayaan Konsumen, dan Promosi terhadap Keputusan Pembelian Masyarakat Purwokerto Pengguna Tiktok Shop syafa’at, Faizal; Astuti, Herni Justiana; Hidayah, Arini; Innayah, Maulida Nurul
J-MAS (Jurnal Manajemen dan Sains) Vol 9, No 2 (2024): Oktober
Publisher : Universitas Batanghari

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.33087/jmas.v9i2.2027

Abstract

This study aims to examine the effect of Online Customer Review, Online Customer Rating, consumer trust, and promotion on purchasing decisions at Tiktok Shop in the Purwokerto community. This study applies quantitative methods in order to evaluate the relevance of each variable. The sampling technique using purposive sampling. The instrument for collecting data was a five-level Likert scale questionnaire. The analysis tool uses SPSS. According to the findings of this study, it is known that, consumer confidence has a positive and significant effect on purchasing decisions, promotions have a positive and significant effect on purchasing decisions, while online customer reviews have no positive and insignificant effect on purchasing decisions, online customer ratings have a positive and insignificant effect on purchasing decisions.
Co-Authors Arini Hidayah, Arini Herni Justiana Astuti Maulida Nurul Innayah