The Influence of #RacunTikTok Trends, Customer Review and Customer Rating on Purchase Decisions through Purchase Intention

Abstract

This study aims to analyze the influence of #RacunTiktok hashtag trends, online customer reviews, and online customer ratings on online purchase intention. The research used quantitative data analysis using structural equation modeling with IBM-SPSS-AMOS. The data were provided in Google Forms and distributed online to university students who had watched the hashtag video #RacunTikTok and had made purchases at marketplace TikTok. The results of data analysis show that hashtag trends #RacunTiktok, online customer reviews, and online customer ratings have a positive and significant effect on online purchase intention.  Trends in the hashtag #RacunTiktok, online customer reviews, and online customer ratings have a positive and significant impact on purchasing decisions in the TikTok shop marketplace. Indeed, online purchase intention affects purchasing decisions in the TikTok marketplace. Finally, trends in the hashtag #RacunTiktok, online customer reviews, and online customer ratings have no effect on purchasing decisions through online purchase intention in the TikTok marketplace for the University of Merdeka Malang students. Keywords: #RacunTiktok Hashtag Trend, Online Customer Review, Online Customer Rating, Online Purchase Intention, Purchase Decisio

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