The Influence of Influencer Marketing, Online Customer Review and Online Customer Rating to Purchasing Interest on the Tik Tok Shop Application
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Asian Institute of Research, Journal Publication, Journal Academics, Education Journal, Asian Institute
Asian Institute of Research, Journal Publication, Journal Academics, Education Journal, Asian Institute

Economics and Business

Quarterly Reviews

ISSN 2775-9237 (Online)

asian institute research, jeb, journal of economics and business, economics journal, accunting journal, business journal, managemet journal
asian institute research, jeb, journal of economics and business, economics journal, accunting journal, business journal, managemet journal
asian institute research, jeb, journal of economics and business, economics journal, accunting journal, business journal, managemet journal
asian institute research, jeb, journal of economics and business, economics journal, accunting journal, business journal, managemet journal
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doi
open access

Published: 14 September 2023

The Influence of Influencer Marketing, Online Customer Review and Online Customer Rating to Purchasing Interest on the Tik Tok Shop Application

Althaf Hafidh Pahlevi, Henny Medyawati

Universitas Gunadarma, Indonesia

asian institute research, jeb, journal of economics and business, economics journal, accunting journal, business journal, management journal

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doi

10.31014/aior.1992.06.03.527

Pages: 154-165

Keywords: Influencer Marketing, Online Customer Review, Online Customer Rating

Abstract

Along with the Tik Tok Popularity, there has been TikTok Shop Application that enables the users to buy product directly from Tik Tok platform. The aims of this research are to analyze the influence of influencer marketing, online customer review and online customer rating to the buying interest, and to analyze simultaneously to the influencer marketing, online customer review, and online customer rating to the purchasing interest. The method applied of this research is Multiple linear regression analysis. The data of this research are primary data, while the test stages carried out are: validity, reliability, normality, heteroscedasticity, multicollinearity, coefficient of determination, f test, and t test. The research data collection used a questionnaire instrument, and the valid data collected were 150 respondents. The sampling method in this study is non-probability sampling with purposive sampling technique. The results showed that the variables of influencer marketing, online customer review, and online customer rating had an effect on purchasing interest. Simultaneously, the variables of influencer marketing, online customer review, and online customer rating have an effect on purchasing interest in the TikTok Shop application.

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