The Influence of #RacunTikTok Trends, Customer Review and Customer Rating on Purchase Decisions through Purchase Intention

Syaiful Arifin (Faculty of Economics and Business, University of Merdeka Malang, Indonesia)
Sela Setyorini (Faculty of Economics and Business, University of Merdeka Malang)

JPBM (Jurnal Pendidikan Bisnis dan Manajemen)
Vol 9, No 2: SEPTEMBER 2023

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