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All Journal JOURNAL OF APPLIED BUSINESS ADMINISTRATION
Asyifa, Pramitha
Unknown Affiliation
Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Social Sciences

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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 Andi Erna Mulyana Fadli Firdaus Mia Syafrina Sudarso, Dian Mulyaningtyas