Pengaruh Online Consumer Review Dan Program Gratis Ongkos Kirim Terhadap Keputusan Pembelian Pada Platform E-Commerce Tiktok Shop

Al-Kharaj : Jurnal Ekonomi, Keuangan & Bisnis Syariah Pub Date : 2023-09-14 DOI:10.47467/alkharaj.v6i3.4912

Devitha Tri Utami, Indra Hastuti, Khabib Alia Akhmad

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Abstract

This study aims to investigate the influence of Online Customer Review (X1) and Free Shipping Promotion (X2) on purchasing decisions in Tiktok Shop E-Commerce. A quantitative research method was employed, using a questionnaire filled out by 119 students from the Faculty of Law and Business at Duta Bangsa University, Surakarta. The results of the analysis indicate that both variables, Online Customer Review and Free Shipping Promotion, significantly influence online purchasing decisions on Tiktok Shop platform. The use of online consumer reviews and providing free shipping promotions can enhance purchasing decisions in the platform. Validity and reliability tests indicate that the questionnaire instrument used is valid and reliable. The coefficient of determination test shows that both independent variables are capable of explaining 53% of the dependent variable. The findings of this study contribute to understanding consumer behavior in the digital environment, particularly in the context of Tiktok Shop E-Commerce.

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在线消费者评论和免费送货计划对 Tiktok Shop 电子商务平台购买决策的影响

本研究旨在调查在线客户评论（X1）和免运费促销（X2）对 Tiktok 商店电子商务购买决策的影响。研究采用定量研究方法，由苏腊卡尔塔杜塔班萨大学法律和商业学院的 119 名学生填写问卷。分析结果表明，在线客户评论和免运促销这两个变量对 Tiktok Shop 平台上的在线购买决策有重大影响。使用在线消费者评论和提供免运费促销可以提高平台上的购买决策。有效性和可靠性检验表明，所使用的问卷工具是有效和可靠的。判定系数检验表明，两个自变量能够解释因变量的 53%。本研究的结果有助于理解消费者在数字环境中的行为，尤其是在 Tiktok Shop 电子商务的背景下。

本文章由计算机程序翻译，如有差异，请以英文原文为准。

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Al-Kharaj : Jurnal Ekonomi, Keuangan & Bisnis Syariah

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