Consumer Behavior In Purchasing On The TIKTOK Shop Marketplace

Abstract

This study aims to determine consumer decision-making behavior in purchasing products through the tiktok shop. Factors considered by consumers include product quality, Online Customer Reviews, Customer Ratings and promotions and their influence on purchasing decisions on the Tiktok shop Marketplace. This research uses a quantitative approach with a total of 80 respondents. The results show that simultaneously product quality, Online Customer Reviews and Customer Ratings and promotions have a significant effect on consumer decisions in purchasing at the Tiktok shop, but partially only Online Customer Reviews and Customer Ratings have a significant effect on consumer decisions while product quality and promotions do not influence consumer decision making. The results of the study also show that consumer behavior in purchasing at the Tiktok shop is more dominantly influenced by customer ratings. The regression model in this study is good enough because it contributes quite a lot, namely 87.7%. The results of this study also provide benefits to marketers to design marketing strategies at the Tiktok shop by always maintaining and responding to comments on online customer reviews and customer ratings