Musytari : Jurnal Manajemen, Akuntansi, dan Ekonomi

Vol. 25 No. 8 (2026): Musytari: Neraca Manajemen, Akuntansi, dan Ekonomi, ISSN 3025-9495
Articles

PERAN ONLINE CUSTOMER REVIEW DALAM MENINGKATKAN KEPUTUSAN PEMBELIAN PADA TIKTOK SHOP

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  • Nabila syahrani
Nabila syahrani
Universitas Indo Global Mandiri
DOI: https://doi.org/10.2238/aag0c563

Published 2026-07-01

Keywords

  • online customer reviews,
  • purchase decisions,
  • TikTok Shop

How to Cite

PERAN ONLINE CUSTOMER REVIEW DALAM MENINGKATKAN KEPUTUSAN PEMBELIAN PADA TIKTOK SHOP. (2026). Musytari : Jurnal Manajemen, Akuntansi, Dan Ekonomi, 25(8). https://doi.org/10.2238/aag0c563

Abstract

The evolution of TikTok into a social commerce platform has transformed consumer online purchasing behavior. One factor influencing purchase decisions is online customer reviews feedback provided by consumers after using a product. This study aims to analyze the impact of online customer reviews on consumer purchase decisions within TikTok Shop. A library research method was employed, involving the collection and analysis of relevant scholarly articles, books, and academic sources. The findings indicate that online customer reviews have a positive influence on purchase decisions. Reviews that are informative and credible, and accompanied by favorable ratings, can enhance consumer trust, reduce product uncertainty, and stimulate purchase interest. Consequently, online customer reviews serve as a significant factor influencing consumer purchase decisions on TikTok Shop
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