Pengaruh Online Customer Review di Tiktok, Online Customer Rating, dan Harga Terhadap Keputusan Pembelian Produk Bayi pada Marketplace Shopee

Abstract

This study aims to analyze the influence of online customer reviews on TikTok, online customer ratings, and price on purchasing decisions for baby products on the Shopee marketplace. The study used a quantitative approach with an associative method. The sample consisted of 97 respondents residing in Greater Jakarta (Jabodetabek) and Bandung, who were Shopee users and had seen baby product reviews on TikTok. Data were collected through an online questionnaire using a Likert scale and analyzed using binary logistic regression with the help of IBM SPSS Statistics. The validity and reliability of the instrument were tested before the analysis was conducted. The results showed that online customer reviews on TikTok, online customer ratings, and price simultaneously had a significant influence on purchasing decisions for baby products on Shopee. The research model was declared suitable for use based on the results of the model feasibility test. In addition, these three variables contributed to explaining consumer purchasing decisions, although other factors outside the model also influenced them. These findings indicate that consumer reviews on social media, product ratings, and price considerations are important factors in the purchasing decision-making process in e-commerce. The results of this study are expected to provide input for business actors in designing more effective digital marketing strategies.