PENGARUH ELECTRONIC WORD OF MOUTH (E -WOM) DAN RATING PRODUK TERHADAP KEPUTUSAN PEMBELIAN PADA PLATFORM E -COMMERCE TIKTOK SHOP PRODUK SKINCARE AZARINE

Lita Saydina Kusuma; Aulia Yuliastry; Farah Ramadina Putri

doi:10.2238/v9mrs225

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

Articles

PENGARUH ELECTRONIC WORD OF MOUTH (E -WOM) DAN RATING PRODUK TERHADAP KEPUTUSAN PEMBELIAN PADA PLATFORM E -COMMERCE TIKTOK SHOP PRODUK SKINCARE AZARINE

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Lita Saydina Kusuma,
Aulia Yuliastry,
Farah Ramadina Putri

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Lita Saydina Kusuma
Universitas Muhammadiyah Indonesia

Aulia Yuliastry
Universitas Muhammadiyah Indonesia

Farah Ramadina Putri
Universitas Muhammadiyah Indonesia

DOI: https://doi.org/10.2238/v9mrs225

Published 2026-07-21

Keywords

Electronic Word of Mouth,
Rating Produk,
Keputusan Pembelian,
TikTok Shop,
Azarine

How to Cite

PENGARUH ELECTRONIC WORD OF MOUTH (E -WOM) DAN RATING PRODUK TERHADAP KEPUTUSAN PEMBELIAN PADA PLATFORM E -COMMERCE TIKTOK SHOP PRODUK SKINCARE AZARINE. (2026). Musytari : Jurnal Manajemen, Akuntansi, Dan Ekonomi, 25(8). https://doi.org/10.2238/v9mrs225

Abstract

The development of e-commerce and social media has changed consumer behavior in seeking information before making a purchase. TikTok Shop is one platform that combines social media activities and e-commerce, allowing consumers to obtain information through consumer reviews and product ratings. This study aims to analyze the influence of Electronic Word of Mouth (E-WOM) and Product Ratings on Purchase Decisions for Azarine skincare products on the TikTok Shop platform. The research method used is a quantitative approach with a survey technique. Data were obtained by distributing questionnaires to 30 respondents who had viewed or purchased Azarine skincare products through TikTok Shop. The sampling technique used was purposive sampling. The results show that Electronic Word of Mouth and Product Ratings are factors considered by consumers in the purchase decision-making process. Information derived from consumer reviews, user comments, video reviews, and product ratings influences the level of consumer trust and confidence in choosing Azarine skincare products. This study implies that effective management of product reviews and ratings can improve consumer purchasing decisions on the TikTok Shop platform.

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References

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