Pengaruh Customer Rating dan Customer Review Terhadap Purchase Intention Melalui Conviction Pada Pengguna Tiktok Shop

Najwa Emirul, Ihwan Susila

Abstract


Penelitian ini bertujuan menganalisis pengaruh customer rating dan customer review terhadap purchase intention melalui conviction pada pengguna TikTok Shop. Penelitian menggunakan pendekatan kuantitatif deskriptif dengan desain explanatory research untuk menjelaskan hubungan kausal antarvariabel. Populasi penelitian adalah pengguna TikTok Shop yang telah melihat customer rating, membaca customer review, dan pernah melakukan pembelian produk di platform tersebut. Teknik pengambilan sampel menggunakan purposive sampling dengan kriteria responden telah melihat rating produk, membaca ulasan pelanggan, pernah bertransaksi di TikTok Shop, serta bersedia mengisi kuesioner secara lengkap. Penentuan jumlah sampel mengacu pada Hair et al. (2021), yaitu jumlah indikator dikalikan sepuluh, sehingga diperoleh minimal 140 responden. Data primer dikumpulkan melalui kuesioner daring menggunakan Google Form dengan 14 item pernyataan yang diukur menggunakan skala Likert 1–5. Teknik analisis data menggunakan analisis deskriptif dan Structural Equation Modeling-Partial Least Square (SEM-PLS). Hasil penelitian menunjukkan bahwa customer rating dan customer review berpengaruh positif dan signifikan terhadap conviction serta purchase intention. Selain itu, conviction juga terbukti memediasi pengaruh kedua variabel tersebut terhadap purchase intention pada pengguna TikTok Shop.

Keywords


conviction, customer rating, customer review, purchase intention, TikTok Shop

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References


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DOI: https://doi.org/10.17509/ijdb.v5i4.99671

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