Asian Journal of Management Analytics
Vol. 4 No. 3 (2025): July 2025

The Effect of Online Customer Rating, Online Customer Review, Free Shipping and Live Streaming on Purchasing Decisions at TikTok Shop

Salvati, Adelia (Unknown)
Rachmawati, Erny (Unknown)
Tubastuvi, Naelati (Unknown)
Hidayah, Arini (Unknown)

Article Info

Publish Date
28 Jul 2025

Abstract

This study aims to examine the effect of Online Customer Rating, Online Customer Review, Free Shipping and Live Streaming on purchasing decisions at TikTok Shop. This type of research uses a quantitative approach with non-probability sampling methods and purposive sampling techniques and by collecting data through questionnaires distributed online. The population in this study were students in Purwokerto. The sample obtained was 130 respondents using SPSS 25 analysis. The results showed that online customer reviews, free shipping and live streaming had a positive and significant effect on purchasing decisions. Meanwhile, online customer rating does not have a significant effect on purchasing decisions. This research contributes to business actors to optimize marketing strategies through the use of review features, free shipping and live streaming.

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Journal Info
Asian Journal of Management Analytics
Website

Abbrev

ajma

Publisher

PT FORMOSA CENDEKIA GLOBAL

Subject

Decision Sciences, Operations Research & Management

Description

The Asian Journal of Management Analytics (AJMA) is a journal focused on the theory and application of data analytics and its applications in contemporary business, economics, and management disciplines. These disciplines include accounting, finance, management, marketing, economics ...