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The Influence of Online Customer Review, Brand Image, and Brand Trust on Puschase Decisions on Azarine Products On Tiktokshop

Pengaruh Online Customer Review, Brand Image, dan Brand Trust Terhadap Keputusan Pembelian Pada Produk Azarine di Tiktokshop

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DOI:

https://doi.org/10.21070/ups.9714

Keywords:

Online Customer Review, Brand Image, Brand Trust, Purchase Decision

Abstract

This study aims to analyze the influence of Online Customer Reviews, Brand Image, and Brand Trust on the decision to purchase Azarine products on TikTok Shop. This study uses a quantitative method with a population of Azarine product users who have made purchases on TikTok Shop. The sampling method used is non-probability sampling with a purposive sampling technique, with a total of 100 respondents. Data was collected through the distribution of questionnaires to the community in the Sidoarjo area, and data analysis was performed using SmartPLS 3.0 software. The results of the study indicate that Online Customer Reviews, Brand Image, and Brand Trust have a significant effect on purchasing decisions. This study shows that these three variables play an important role in increasing purchasing decisions on digital platforms.

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