Pengaruh Review Produk, Harga, dan Kualitas Konten terhadap Keputusan Pembelian pada Platform Tiktok Shop di Kabupaten Bireuen
DOI:
https://doi.org/10.61132/jumaket.v3i3.1531Keywords:
Content Quality, Price, Product Reviews, Purchasing Decisions, TikTok ShopAbstract
This study aims to identify the impact of product reviews, price, and content quality on consumer purchasing decisions within the TikTok Shop ecosystem in Bireuen Regency. Utilizing a causal quantitative design, this research involved participants selected through a purposive sampling technique based on their platform interaction frequency and shopping track record over the last semester. Primary data collection was conducted via structured questionnaires using a 1–5 Likert scale, which were subsequently analyzed using multiple linear regression in SPSS version 26. Partial statistical evaluation confirms that product reviews do not exert a positive or significant effect on purchasing decisions (; ). Conversely, price perception proved to be the dominant predictor, exhibiting a positive and highly significant impact (; ). The content quality element also validated a positive and significant effect on the criterion variable (; ). Simultaneously, the combination of these three independent variables was proven to validly drive purchasing decisions (; ). The degree of correlation among variables is categorized as strong based on the correlation coefficient (), while the coefficient of determination () indicates that the variation in consumer decisions is successfully explained by the predictor model, with the remainder determined by exogenous factors outside the scope of this study's estimation.
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