PENGARUH KUALITAS PRODUK, CITRA MEREK, PERSEPSI RESIKO, RIVIEW PELANGGAN DAN KEPERCAYAAN TERHADAP KEPUTUSAN PEMBELIAN PADA E-COMMERCE TIKTOKSHOP

Silvi Nor Anggraeni (STIE Cendekia Bojonegoro)
M. Ariya Eka Setiawan (STIE Cendekia Bojonegoro)
Siska Maya Mein Dewinda (STIE Cendekia Bojonegoro)
Rizka Damayanti (STIE Cendekia Bojonegoro)
Muhammad Choirul Latif (STIE Cendekia Bojonegoro)

SEMANIS
Vol. 3 No. 1 (2025): Februari 2025

This study aims to analyze the effect of product quality, brand image, risk perception, customer reviews, and trust on purchasing decisions on the TikTok Shop e-commerce platform, with a focus on Generation Z in Bojonegoro. Using quantitative methods with linear regression analysis, this study involved 66 respondents selected through purposive sampling technique. The results showed that product quality, brand image, customer reviews, and trust have a positive and significant influence on purchasing decisions, while risk perception is not significant. These findings indicate that quality factors, brand image, and customer reviews play an important role in driving purchases. The implications of this study emphasize the importance of maintaining product quality, strengthening brand image, reducing risk perception, managing customer reviews, and increasing consumer trust. With these strategies, businesses in TikTok Shop can maximize opportunities in an increasingly competitive e-commerce market