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Abstract
The purpose of this study was to examine the influence of Online Customer Reviews and customer ratings mediated by consumer trust on the purchase decisions of Skintific products through TikTok shopping. The sampling technique in this study used purposive sampling techniques. The data collection technique uses questionnaires that are disseminated online through social media. The sample in this study was 287 respondents using Skintific skincare at Tiktokshop in Bengkulu City. The analytical tool used PLS-SEM with the assistance program SmartPls version 3.2.9. The results showed that (1) Online Customer Review and online customer rating have a positive effect on purchasing decisions; (2) customer trust positively influences purchasing decisions; (3) Online Customer Reviews and online customer rating have a positive effect on customer trust (4) customer trust mediates the influence of Online Customer Reviews and online customer rating on purchasing decisions; The practical implication in this research is for Tiktokshop developers to be able to continue to maintain quality and or continue to innovate to develop online customer rating and Online Customer Review features as platform advantages that help consumers before buying a product. Furthermore, for Skintific skincare companies on TikTokshop to be able to maintain product quality so that consumer response to Online Customer Reviews and Online Customer Reviews is good, so it will also result in increased sales of skintfic products
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Copyright (c) 2024 Kusmawati Kusmawati, Sularsih Anggarawati
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References
- Abdillah, W., & Hartono, J. (2015). Partial Least Square (PLS) – Alternative structural equation modelling (SEM) dalam penelitian bisnis. CV Andi Offset.
- Almana, A., & Mirza, A. A. (2013). The impact of electronic word of mouth on costumer purchasing decisions. International journal of computer Applications, 82(9), 23-31.
- Arbaini, P., Wahab, Z., & Widiyanti, M. (2020). Pengaruh consumer online rating dan review terhadap keputusan pembelian pada pengguna marketplace. Jurnal Bisnis dan Manajemen, 7(1), 25-33.
- Baron, R. M., & Kenny, D. A. (1986). The moderator-mediator variable distinction in social psychological research: conceptual, strategic, and statistical considerations. Journal of Personality and Social Psychology, 51(6), 1173-1182.
- Swastha, B. (2007). Manajemen pemasaran modern. Liberty Offset.
- Farki, A., Baihaqi, I., & Wibawa, B.M. (2016). Pengaruh online customer review dan rating terhadap kepercayaan dan minat pembelian pada online marketplace di Indonesia. Jurnal Teknik ITS, 5(2), 14-19.
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- Filieri, R. (2014). What makes online reviews helpful? A diagnosticity- adoption framework to explain informational and normative influences in e-WOM. Journal of Business Research, 68(6), 1261–1270.
- Hair, J. F., Risher, J., Sarstedt, M., & Ringle, C. M. (2019). When to use and how to report the results of pls-sem. European Business Review, 31(1), 2-24.
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- Lackermair, G., Kailer, D., & Kanmaz, K. (2013). Importance of online product review from consumers perpective. Advances in Economics and Business, 1(1), 1-5.
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- Moe, W. W., & Schweidel, D. A. (2012). Online product opinions: Incidence, evaluation, and evolution. Marketing Science, 31(3),372-386
- Morgan, R. M., & Hunt, S. D. (1994). The commitment-trust theory of relationship marketing. Journal of Marketing, 58(3), 20- 38.
- Mowen, J. C., & Minor, M. (2002). Perilaku konsumen (Jilid 2). Erlangga.
- Mulyati, Y., & Gesitera, G. (2020). Pengaruh online customer review terhadap purchase intention dengan trust sebagai intervening pada toko online Bukalapak di Kota Padang. Jurnal Maksipreneur, 9(2), 173-194.
- Pangestu, I. (2022). Mengenal Apa Itu TikTok, Sejarah dan Beberapa Fitur-fiturnya. Retrieved Juni, 15, 2023.
- Prasad, S., Garg, A., & Prasad, S. (2019). Purchase decision of generation y in an online environment. Marketing Intelligence and Planning, 37(4), 372-385.
- Rahmawan, G., & Hidayat, R. (2020). Faktor yang mempengaruhi keputusan pebelian pada pengguna Tokopedia. Jurnal Manajemen, 12 (2), 227-232.
- Sekaran, U., & Bougie, R. (2016). Research metods for business: a skilll- building approach (7th Ed.). John Wiley & Sons.
- Thakur, R. (2015). Community marketing: Serving the base of the economic pyramid sustainably. Journal of Business Strategy, 36(4), 40-47,
- Ventre, & Kolbe. (2020). The impact of perceived usefulness of online reviews, trust and perceived risk on online purchase intention in emerging markets: a Mexican perspective. Journal of International Consumer Marketing, 34(4), 1-13.
- Wongkitrungrueng, A., & Assarut, N. (2018). The role of live streaming in building consumer trust and engagement with social commerce sellers. Journal of Business Research, 177, 543-556.
- Zhao, Z., Nelson, A. R., Betsholtz, C., & Zlokovic, B. V. (2015). Establishment and dyfunction of the blood-brain barrier. Nasional Center for Biotechnology Information, 163(5), 1063- 1078.
References
Abdillah, W., & Hartono, J. (2015). Partial Least Square (PLS) – Alternative structural equation modelling (SEM) dalam penelitian bisnis. CV Andi Offset.
Almana, A., & Mirza, A. A. (2013). The impact of electronic word of mouth on costumer purchasing decisions. International journal of computer Applications, 82(9), 23-31.
Arbaini, P., Wahab, Z., & Widiyanti, M. (2020). Pengaruh consumer online rating dan review terhadap keputusan pembelian pada pengguna marketplace. Jurnal Bisnis dan Manajemen, 7(1), 25-33.
Baron, R. M., & Kenny, D. A. (1986). The moderator-mediator variable distinction in social psychological research: conceptual, strategic, and statistical considerations. Journal of Personality and Social Psychology, 51(6), 1173-1182.
Swastha, B. (2007). Manajemen pemasaran modern. Liberty Offset.
Farki, A., Baihaqi, I., & Wibawa, B.M. (2016). Pengaruh online customer review dan rating terhadap kepercayaan dan minat pembelian pada online marketplace di Indonesia. Jurnal Teknik ITS, 5(2), 14-19.
Faozi, I., & Handayani, S. B. (2019). Analisa keputusan pembelian yang dipengaruhi harga promosi dan kualitas pelayanan pada PT Bina Pertiwi Semarang. Jurnal Ekonomi Manajemen dan Akuntansi, 26(47), 44-52.
Filieri, R. (2014). What makes online reviews helpful? A diagnosticity- adoption framework to explain informational and normative influences in e-WOM. Journal of Business Research, 68(6), 1261–1270.
Hair, J. F., Risher, J., Sarstedt, M., & Ringle, C. M. (2019). When to use and how to report the results of pls-sem. European Business Review, 31(1), 2-24.
Hanasya, J. R. (2018). An examination of the factors affecting consumer’s purchase decision in the malaysian retail market. Journal is available on Emerald Insight, 2(1), 7-23.
Hariyanto, H. T., & Trisunarno, L. (2020). Analisis pengaruh online customer review, online customer rating, dan star seller terhadap kepercayaan pelanggan hingga keputusan pembelian pada toko online di Shopee. Jurnal Teknik ITS, 9(2), 234-239.
Khammash, M. (2008). Electronic word-of-mouth: Antecedents of reading customer reviews in on-line opinion platforms: A quantitative study from the UK market. In Proc. IADIS International Conference WWW/Internet (Vol. 2008).
Lackermair, G., Kailer, D., & Kanmaz, K. (2013). Importance of online product review from consumers perpective. Advances in Economics and Business, 1(1), 1-5.
Lidwina, A. (2019). Infografik: Indonesia pasar terbesar e-commerce di Asia Tenggara. Katadata.co.id. Edited by A. W. Yudhistira. Retrieved from https://katadata.co.id/infografik/5e9a503b449cd/infografik-indonesia-pasar-terbesar-e-commerce-di-asia-tenggara
Moe, W. W., & Schweidel, D. A. (2012). Online product opinions: Incidence, evaluation, and evolution. Marketing Science, 31(3),372-386
Morgan, R. M., & Hunt, S. D. (1994). The commitment-trust theory of relationship marketing. Journal of Marketing, 58(3), 20- 38.
Mowen, J. C., & Minor, M. (2002). Perilaku konsumen (Jilid 2). Erlangga.
Mulyati, Y., & Gesitera, G. (2020). Pengaruh online customer review terhadap purchase intention dengan trust sebagai intervening pada toko online Bukalapak di Kota Padang. Jurnal Maksipreneur, 9(2), 173-194.
Pangestu, I. (2022). Mengenal Apa Itu TikTok, Sejarah dan Beberapa Fitur-fiturnya. Retrieved Juni, 15, 2023.
Prasad, S., Garg, A., & Prasad, S. (2019). Purchase decision of generation y in an online environment. Marketing Intelligence and Planning, 37(4), 372-385.
Rahmawan, G., & Hidayat, R. (2020). Faktor yang mempengaruhi keputusan pebelian pada pengguna Tokopedia. Jurnal Manajemen, 12 (2), 227-232.
Sekaran, U., & Bougie, R. (2016). Research metods for business: a skilll- building approach (7th Ed.). John Wiley & Sons.
Thakur, R. (2015). Community marketing: Serving the base of the economic pyramid sustainably. Journal of Business Strategy, 36(4), 40-47,
Ventre, & Kolbe. (2020). The impact of perceived usefulness of online reviews, trust and perceived risk on online purchase intention in emerging markets: a Mexican perspective. Journal of International Consumer Marketing, 34(4), 1-13.
Wongkitrungrueng, A., & Assarut, N. (2018). The role of live streaming in building consumer trust and engagement with social commerce sellers. Journal of Business Research, 177, 543-556.
Zhao, Z., Nelson, A. R., Betsholtz, C., & Zlokovic, B. V. (2015). Establishment and dyfunction of the blood-brain barrier. Nasional Center for Biotechnology Information, 163(5), 1063- 1078.