PENGARUH PERINGKAT PELANGGAN ONLINE (RATING) DAN TINJAUAN PELANGGAN ONLINE (REVIEW) TERHADAP KEPUTUSAN PEMBELIAN SECARA ONLINE PADA KONSUMEN TIKTOK SHOP (STUDI KASUS MAHASISWA UNIVERSITAS NUSA PUTRA)

This research explores how Online Customer Ratings and Reviews influence TikTok Shop consumer purchasing decisions at Nusa Putra Sukabumi University. This research uses a quantitative design with survey methods, examining the relationship between online customer ratings and reviews and purchasing decisions, focusing on consumer behavior. The population is active students at Nusa Putra Sukabumi University, with a sample of 100 students as respondents. Data was collected through an online questionnaire and analyzed using SPSS. Analysis includes validity, reliability, and classical assumption tests before multiple regression is used to evaluate the impact of independent variables on purchasing decisions. The t and F tests and the determinant coefficient (R2) were used to assess the significance and suitability of the model. The results of this research show that online customer ratings (X1) significantly influence Nusa Putra University students' purchasing decisions on TikTokShop, with a calculated t value of 5,239 which exceeds t table 1,985 and a significance of 0.000 <
0.05. And also online customer reviews (X2) also have a significant influence on purchasing decisions, with tcount of 5,170 which exceeds ttable 1,985 and a significance of 0.000 < 0.05. In addition, the F test results show that simultaneously, online customer ratings and online customer reviews together have a significant influence on purchasing decisions on the TikTok Shop, reinforcing the importance of information from reviews and ratings in guiding digital consumer decisions.

Keywords: Online Customer Ratings, Online Customer Reviews, Purchase Decisions