Indonesian Journal of Law and Economics Review
Vol 19 No 3 (2024): August
Marketing Management

Online Reviews Significantly Drive TikTok Purchases in Indonesia
Ulasan Online Secara Signifikan Mendorong Pembelian TikTok di Indonesia


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  • Siti Jamilah,
  • Kumara Adji Kusuma*
Siti Jamilah
Program Studi Manajemen, Universitas Muhammadiyah Sidoarjo, Indonesia , Indonesia
Kumara Adji Kusuma
Program Studi Manajemen, Universitas Muhammadiyah Sidoarjo, Indonesia , Indonesia *

(*) Corresponding Author
Picture in here are illustration from public domain image or provided by the author, as part of their works
DOI: https://doi.org/10.21070/ijler.v19i3.1132
Published June 24, 2024
Keywords
  • Content Marketing,
  • Brand Image,
  • Online Reviews,
  • TikTok Shop,
  • Consumer Behavior
How to Cite
Jamilah, S., & Kusuma, K. A. (2024). Online Reviews Significantly Drive TikTok Purchases in Indonesia. Indonesian Journal of Law and Economics Review, 19(3), 10.21070/ijler.v19i3.1132. https://doi.org/10.21070/ijler.v19i3.1132

Copyright (c) 2024 Siti Jamilah, Kumara Adji Kusuma

Creative Commons License

This work is licensed under a Creative Commons Attribution 4.0 International License.

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Abstract

This study examines the influence of content marketing, brand image, and online consumer reviews on purchasing decisions on TikTok Shop. Using a quantitative approach with 96 respondents from Sidoarjo, data were collected via a structured questionnaire and analyzed using multiple linear regression. Results indicate that all three factors positively impact purchasing decisions, with online consumer reviews being the most significant. These findings suggest that enhancing content marketing, building a strong brand image, and encouraging positive reviews are crucial for driving consumer purchases on TikTok Shop.

 

Highlight: 

  • Significant Impact: All variables influence TikTok Shop purchases.
  • Dominant Factor: Online reviews most affect purchasing decisions.
  • Quantitative Study: Analysis of 96 respondents from Sidoarjo.

 

 

Keyword:  Content Marketing, Brand Image, Online Reviews, TikTok Shop, Consumer Behavior

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