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PENGARUH INFLUENCER REVIEW DAN ONLINE CONSUMER REVIEW TERHADAP MINAT BELI DI TIKTOK SHOP
The development of digital technology has changed consumer behavior, particularly with regard to online shopping activities on the TikTok Shop platform. Reviews from influencers and consumers are important in shaping users' purchasing interests. This study aims to determine the influence of influencer and consumer reviews on the purchasing interests of students in the Communication Studies Program at UIN Sunan Kalijaga from the 2021–2023 class. The quantitative correlational research approach used a survey method. Data were collected via a questionnaire administered to 100 respondents and analyzed using multiple linear regression with SPSS version 26. The results indicate that influencer reviews significantly purchase intention, with a t-value of 4.597 and a significance level of 0.000. Similarly, online consumer reviews have a significant purchase intention, with a t-value of 4.457 and a significance level of 0.000. Additionally, both variables significantly influence purchase intention, as evidenced by an f-value of 71.340 and a significance level of 0.000. The R² value of 0.595 indicates that these two variables explain 59.5% of the variation in purchase intention. These findings reinforce the relevance of Source Credibility Theory, which states that the credibility of the message source whether influencer or consumer plays a crucial role in influencing consumer attitudes and purchasing decisions in the digital age.
FAKULTAS ILMU SOSIAL DAN HUMANIORA, UIN SUNAN KALIJAGA YOGYAKARTA
PENGARUH INFLUENCER REVIEW DAN ONLINE CONSUMER REVIEW TERHADAP MINAT BELI DI TIKTOK SHOP (Text)
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