Economics and Business
Quarterly Reviews
ISSN 2775-9237 (Online)
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
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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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