SKRIPSI: Pengaruh Rating Bintang, Ulasan dan Kepercayaan Konsumen terhadap Keputusan Pembelian Produk Fashion di Tiktok Shop pada Mahasiswa di Yogyakarta

Dhactien, Andrea (2026) SKRIPSI: Pengaruh Rating Bintang, Ulasan dan Kepercayaan Konsumen terhadap Keputusan Pembelian Produk Fashion di Tiktok Shop pada Mahasiswa di Yogyakarta. Masters thesis, STIM YKPN Yogyakarta.

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Abstract

The development of social media-based e-commerce has driven changes in consumer behavior in making purchasing decisions, particularly on the TikTok Shop platform, which integrates video content with transactional activities. This study aims to analyze the effect of star ratings, reviews, and consumer trust on fashion product purchase decisions on TikTok Shop among university students in Yogyakarta. The research employs a quantitative approach using a survey method. Data were collected through Likert-scale questionnaires distributed online via Google Forms to students who have purchased fashion products on TikTok Shop. The data analysis technique used is multiple linear regression. The results indicate that star ratings and reviews do not have a significant effect on fashion product purchase decisions on TikTok Shop. In contrast, consumer trust was found to have a positive and significant influence on purchase decisions. These findings suggest that in the context of social commerce, such as TikTok Shop, trust plays a more dominant role than rating and review information in driving students’ purchasing decisions. This study is expected to contribute theoretically to the development of digital marketing research based on the Stimulus-Organism-Response (SOR) model and serve as a practical reference for business practitioners in building marketing strategies focused on enhancing consumer trust.

Item Type:	Thesis (Masters)
Subjects:	H Social Sciences > HC1 Economic Theory H Social Sciences > HD Industries. Land use. Labor > HD28 Management. Industrial Management H Social Sciences > HF Commerce
Divisions:	Ilmu Manajemen > Manajemen
Depositing User:	Subhan Harish Munawar
Date Deposited:	13 Jul 2026 01:56
Last Modified:	13 Jul 2026 01:56
URI:	http://repository.stimykpn.ac.id/id/eprint/711

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