| dc.description.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. | en_US |
