PENGARUH REVIEW TIKTOK SHOP TERHADAP PROSES PENGAMBILAN KEPUTUSAN MAHASISWA DALAM MEMBELI PRODUK VIRAL
Abstract
This study aims to analyze the influence of TikTok Shop reviews on students' purchasing decisions for viral products. The social commerce phenomenon has made consumer reviews a primary source of information that can shape perceptions, trust, and emotional impulses before purchasing. The research method used is a quantitative approach with a purposive sampling technique, involving respondents who have read reviews and shopped via TikTok Shop. Simple linear regression analysis was used to test the relationship between variables. The results show that TikTok Shop reviews have a positive and significant effect on students' purchasing decisions, with a regression coefficient of 1.040 and a significance of 0.000. The Adjusted R Square value of 0.554 indicates that 55.4% of the variation in purchasing decisions can be explained by consumer reviews on the platform. This finding confirms that TikTok Shop reviews not only function as complementary information but also as a strategic factor that accelerates the decision-making process and can trigger impulsive purchases of viral products. Overall, consumer reviews are proven to play an important role in shaping the purchasing behavior of the younger generation.
References
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[2] J. Berger and K. L. Milkman, “What makes online content viral?,” J. Mark. Res., vol. 49, no. 2, pp. 192–205, 2012.
[3] A. B. Boestam and A. D. Derivanti, “Komunikasi Digital Dan Perubahan Sosial,” J. Ilmu Sos. Dan Pendidik. (JISIP), vol. 6, no. 1, pp. 2829–2834, 2022.
[4] V. Christanto and T. Haryanti, “The Effect of Customer Reviews on Impulsive Buying at Tik Tok Stores (Study Generation Z in Indonesia),” Int. J. Bus. Appl. Econ., vol. 3, no. 1, pp. 112–121, 2024. [Online]. Available: https://journal.formosapublisher.org/index.php/ijba/article/view/10437
[5] R. B. Cialdini, Influence: Science and Practice. Pearson Education, 2009.
[6] U. R. Dalimunthe and E. Komalasari, “Pengaruh Online Customer Review Terhadap Keputusan Pembelian di Shopee (Survei Pada Toko Bening Kosmetik Pekanbaru),” Jiabis J. Ilmu Adm. Bisnis Dan Sos., vol. 2, no. 2, pp. 1–12, 2024.
[7] A. Diyan, I. Baihaqi, and B. M. Wibawa, “Pengaruh Harga, Online Customer Review dan Rating Terhadap Kepercayaan dan Keputusan Pembelian Suplemen Kesehatan pada E-Commerce,” J. Ris. Bisnis, vol. 8, no. 1, pp. 80–95, 2024.
[8] O. I. Dzulqarnain, “Pengaruh fitur online customer review terhadap keputusan pembelian produk pada marketplace Shopee,” Skripsi, Fak. Ilmu Adm. Bisnis, Univ. Indonesia, 2019.
[9] P. Hardini, I. Sandri, and R. B. Widodo, “Perilaku pembelian impulsif remaja pengguna TikTok Shop: Ditinjau dari mindfulness,” J. Ilm. Psikol. Dan Sos., vol. 7, no. 2, pp. 45–58, 2023. [Online]. Available: https://ejournal.uin-malang.ac.id/index.php/jips/article/download/21068/pdf
[10] R. Hermawan and A. Dermawan, “The Effect of Price Perception and Shopping Lifestyle on Impulse Buying at TikTok Shop among Generation Z in Surabaya City,” Int. J. Bus. Appl. Econ., vol. 3, no. 2, pp. 55–67, 2024. [Online]. Available: https://journal.formosapublisher.org/index.php/ijba/article/view/5933
[11] I. H. Ramadhan, R. Priatama, A. Akalili, and F. Kulau, “Analisis Teknik Digital Marketing pada Aplikasi Tiktok (Studi Kasus Akun TikTok @jogjafoodhunterofficial) Analysis of Digital Marketing Techniques in Tiktok Aplication (Case Study of @jogjafoodhunterofficial),” Socia J. Ilmu-Ilmu Sos., vol. 18, no. 1, pp. 49–60, 2021.
[12] A. M. Kaplan and M. Haenlein, “Two hearts in three-quarter time: How to waltz the social media/viral marketing dance,” Bus. Horiz., vol. 54, no. 3, pp. 253–263, 2011.
[13] H. H. Karunia, N. Ashri, and Irwansyah, “Fenomena Penggunaan Media Sosial : Studi Pada Teori Uses and Gratification,” J. Teknol. Dan Sist. Inf. Bisnis, vol. 3, no. 1, pp. 92–104, 2021. doi: 10.47233/jteksis.v3i1.187.
[14] P. Kotler and K. L. Keller, Marketing Management, 15th ed. Pearson Education, 2016.
[15] M. Ikhsan and F. Satria, “Pengaruh Citra Merek, Kualitas Produk dan Harga terhadap Keputusan Pembelian Smartphone Berbasis Android,” Lokawati J. Penelit. Manaj. Dan Inov. Riset, vol. 3, no. 1, pp. 371–389, 2025. doi: 10.61132/lokawati.v3i1.1556.
[16] F. P. Anindya, R. Pratiwi, and M. R. Hidayat, “Pengaruh Viral Marketing, Online Customer Review, Impulse Buying terhadap Keputusan Pembelian Produk Glad2Glow di TikTok Shop pada Remaja di Surabaya,” J. Glory J. Manaj. Dan Kewirausahaan, vol. 5, no. 1, pp. 75–84, 2024. [Online]. Available: https://jurnal.stikes-ibnusina.ac.id/index.php/GLORY/article/view/2815
[17] A. K. Przybylski et al., “Motivational, emotional, and behavioral correlates of fear of missing out,” Comput. Hum. Behav., vol. 29, no. 4, pp. 1841–1848, 2013.
[18] Y. R. Hani and D. M. Herawati, “Implementation of Media Richness Theory in the Use of Microsoft Teams Applications,” Budapest Int. Res. Critics Inst. J., vol. 5, no. 2, pp. 17653–17665, 2022. doi: 10.33258/birci.v5i2.5727.
[19] A. K. Sabila and I. T. Lazuardy, “Pengaruh viral marketing, online consumer review, dan live streaming terhadap keputusan pembelian produk skincare Somethinc pada platform TikTok,” Cakrawangsa Bisnis, vol. 5, no. 1, pp. 57–71, 2024.
[20] D. Sari, P. Anandari, and M. A. Veri, “Consumer Behavior in the Era of TikTok Shop and Instagram Commerce: A Meta-Review of Determinants of Impulse Buying,” J. Manag. Stud., vol. 14, no. 1, pp. 22–34, 2025. [Online]. Available: https://ejournal.seaninstitute.or.id/index.php/JMS/article/download/7282/5536/19378
[21] M. Schepers, “The impact of online consumer reviews factors on the Dutch consumer buying decision,” in Conf. Proc., 2015, pp. 1–25.
[22] P. J. Schneider and S. Zielke, “Searching offline and buying online – An analysis of showrooming forms and segments,” J. Retail. Consum. Serv., vol. 52, p. 101919, 2020. doi: 10.1016/j.jretconser.2019.101919.
[23] A. Surachman, A. Darmawan, and A. Tresnawati, “TikTok Shop sebagai teknologi pemasaran dan penjualan digital untuk UMKM,” Coopetition J. Ilmu Komun., vol. 16, no. 3, pp. 603–612, 2025.
[24] L. M. C. Surbakti, A. L. Tumbel, and W. J. F. A. Tumbuan, “Pengaruh Brand Ambassador Dan Brand Awareness Terhadap Keputusan Pembelian Produk Ultra Milk X Stray Kids Di Manado (Studi Pada Gen Z) the Influence of Brand Ambassador and Brand Awareness on Purchasing Decisions for Ultra Milk X Stray Kids Products in,” J. EMBA, vol. 13, no. 1, pp. 43–54, 2025.
Published
2025-12-28
How to Cite
WUDDA, Afifa Rahma et al.
PENGARUH REVIEW TIKTOK SHOP TERHADAP PROSES PENGAMBILAN KEPUTUSAN MAHASISWA DALAM MEMBELI PRODUK VIRAL.
Jurnal Ekonomi dan Bisnis (EK&BI), [S.l.], v. 8, n. 2, p. 412-423, dec. 2025.
ISSN 2621-4695.
Available at: <https://jurnal.murnisadar.ac.id/index.php?journal=EKBI&page=article&op=view&path%5B%5D=2523>. Date accessed: 16 may 2026.
doi: https://doi.org/10.37600/ek&bi.v8i2.2523.
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