The Effect of Online Customer Reviews, Online Customer Experiance, and Brand Trust on Purchasing Through Tiktok Affiliate Content
Pengaruh Online Customer Review, Online Customer Experience, Brand Trust Terhadap Keputusan Pembelian Melalui Konten Tiktok Affiliate
DOI:
https://doi.org/10.21070/ups.7177Keywords:
Online Customer Review, Online Customer Experiance, Brand Trust, Purchasing Decisions, Tiktok AffiliateAbstract
Digital technology has transformed marketing from conventional to online, supported by affiliate programs that enhance reach and cost-effectiveness while benefiting sellers, buyers, and TikTok Affiliate creators. This study examines the impact of Online Customer Review, Online Customer Experience, and Brand Trust on purchasing decisions through TikTok Affiliate content among students in Sidoarjo. Using a quantitative descriptive approach, data were collected from 155 respondents via probability sampling and analyzed with SEM-PLS using SmartPLS. Results show that Online Customer Review and Online Customer Experience significantly influence purchasing decisions, while Brand Trust has no significant effect. The key factor driving purchases is the quality and effectiveness of TikTok Affiliate content.
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