Pengaruh Online Customer Review dan Online Customer Rating Terhadap Purchase Intention (Studi pada Pengguna TikTok Shop di Kota Medan)

Abstract

The rapid development of internet users has caused changes in people's lifestyles, which were originally accustomed to shopping offline, slowly changing into online shopping habits through social commerce, one of which is TikTok Shop. When making online transactions, consumers cannot know the original form of the product they will buy, to meet these information needs, information search is obtained through online customer reviews and online customer ratings. This study aims to analyze how the influence of online customer reviews and online customer ratings on purchase intention in TikTok Shop users in Medan City. The effect of online customer review and online customer rating will be analyzed partially and simultaneously on purchase intention. The form of research used is quantitative research with an associative approach. The population in this study is TikTok Shop users in Medan City, with a sample of 100 respondents. The sampling technique used is purposive sampling. Primary data obtained through direct distribution of questionnaires and secondary data obtained through literature studies. The analysis techniques used are validity tests, reliability tests, classical assumption tests, multiple linear regression analysis, and hypothesis tests. The results showed that Online Customer Review had a positive and significant effect on Purchase Intention with a sig value of 0.000 < 0.05 and had a positive regression coefficient value of 0.338. Online Customer Rating also has a positive and significant effect on Purchase Intention with a sig value of 0.000 < 0.05 and has a positive regression coefficient value of 0.679. Simultaneous tests show that Online Customer Review and Online Customer Rating simultaneously affect Purchase Intention with a magnitude of influence of 64.0%, while the remaining 36.0% is influenced by other variables outside this study.