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All Journal J-MACC : Journal of Management and Accounting
M. Aktsar Al Mubarok
universitas islam darul ulum lamongan
Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Other

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PENGARUH ONLINE CUSTOMER REVIEW, AFFILIATE MARKETING TERHADAP KEPUTUSAN PEMBELIAN DI TIKTOK SHOP Saifuddin Zuhri; Nawari Nawari; M. Aktsar Al Mubarok
J-MACC Vol 6 No 1 (2023): April
Publisher : Fakultas Ekonomi Universitas Islam Darul Ulum Lamongan

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.52166/j-macc.v6i1.9651

Abstract

This study aims to examine the influence of online customer reviews and affiliate marketing on purchasing decisions in TikTok Shop, specifically among students of the Faculty of Economics at Universitas Islam Darul ‘Ulum Lamongan (UNISDA). The study population comprised 1,243 students, with a sample size of 93 respondents selected using purposive sampling. The analytical methods used in this research include validity and reliability tests, classical assumption tests, multiple linear regression analysis, t-test, F-test, and the coefficient of determination test. The findings reveal that online customer reviews significantly and positively influence purchasing decisions, as indicated by a t-value of 3.593 > 1.987. Similarly, affiliate marketing has a significant and positive effect, with a t-value of 4.871 > 1.987. The simultaneous effect of both variables on purchasing decisions is also significant, as shown by an F-value of 36.1 > 2.71. The coefficient of determination (R²) is 0.446, indicating that 44.6% of the variance in purchasing decisions can be explained by online customer reviews and affiliate marketing.
Co-Authors Nawari Nawari Saifuddin Zuhri