<![CDATA[This study aims to analyze the effects of online customer reviews and product knowledge on consumers’ purchase intention toward The Originote products on TikTok Shop. This study employed a descriptive quantitative approach, with a population of 2,950 female students at the Faculty of Islamic Economics and Business, Universitas Islam Negeri Sumatera Utara. A total of 100 respondents were selected using a non-probability sampling technique and the Slovin formula with a 10% margin of error. Data were collected through a questionnaire using a five-point Likert scale and analyzed using IBM SPSS version 21. The analytical procedures included validity and reliability tests, classical assumption tests, multiple linear regression analysis, t-test, F-test, and coefficient of determination. The results indicate that online customer reviews have a positive and significant effect on purchase intention, with a t-value of 7.856 and a significance level of 0.000. Product knowledge also has a positive and significant effect on purchase intention, with a t-value of 8.853 and a significance level of 0.000. Simultaneously, online customer reviews and product knowledge significantly affect purchase intention, as indicated by an F-value of 43.802 and a significance level of 0.000. The R Square value of 0.475 indicates that both variables explain 47.5% of the variance in purchase intention, while the remaining 52.5% is associated with other factors outside the research model. These findings confirm that the quality of online customer reviews and consumers’ product knowledge are important factors in shaping purchase intention within a social commerce environment.]]>
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