The Influence of Product Reviews, Ratings, and Brand Image on Umama Scarf Hijab Purchase Decisions on TikTok Social Commerce
Pengaruh Review Produk, Rating dan Brand Image Terhadap Keputusan Pembelian Hijab Umama Scarf Pada Social Commerce Tiktok
DOI:
https://doi.org/10.21070/ups.11050Keywords:
Product Review, Rating, Brand Image, Purchase DecisionAbstract
The purpose of this study is to determine how product reviews, ratings, and brand image influence consumer purchasing decisions. This study used a quantitative survey. Questionnaires were administered to individuals who had purchased goods online. A purposive sampling method was used to collect a sample of 96 individuals. A structural equation modeling technique based on partial least squares (SEM-PLS) was used to look at the data. The findings indicated that product reviews, ratings, and brand image exerted a positive and significant influence on consumer purchasing decisions. The findings demonstrate that ratings are the preeminent factor influencing consumer purchasing decisions in the digital age. This study aims to offer theoretical advancements in the field of digital consumer behavior research and to furnish practical insights for businesses in formulating marketing strategies informed by consumer experience.
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