Pengaruh Online Customer Review dan Halal Awareness terhadap Keputusan Pembelian Produk Somethinc melalui Tiktokshop pada Gen Z di Kabupaten Mojokerto

Salsa Bila Maulidah; Muhammad Baiqun Isbahi; Ashari Ashari

doi:10.61132/jiesa.v3i5.2637

Authors

Salsa Bila Maulidah Universitas KH. Abdul Chalim Mojokerto
Muhammad Baiqun Isbahi Universitas KH. Abdul Chalim Mojokerto
Ashari Ashari Universitas KH. Abdul Chalim Mojokerto

DOI:

https://doi.org/10.61132/jiesa.v3i5.2637

Keywords:

Generation Z, Halal Awareness, Online Reviews, Purchase Decision, Social Commerce

Abstract

The development of social commerce has transformed consumer behavior in seeking information and making purchasing decisions for beauty products. TikTok Shop provides an online customer review feature that enables potential consumers to obtain information based on the experiences of previous users. For Muslim consumers, purchasing considerations are also related to awareness of product halalness. This study aims to analyze the influence of online customer reviews and halal awareness on purchasing decisions for Somethinc products on TikTok Shop among Generation Z in Mojokerto Regency. This study employed a quantitative approach involving 96 respondents selected through purposive sampling. Data were collected through an online questionnaire and analyzed using multiple linear regression with IBM SPSS 25. The results indicate that online customer reviews have a positive and significant effect on purchasing decisions, with a significance value of 0.002 < 0.05. Halal awareness also has a positive and significant effect on purchasing decisions, with a significance value of 0.001 < 0.05. Simultaneously, online customer reviews and halal awareness significantly affect purchasing decisions, as indicated by an F-value of 29.794 and a significance value of 0.000 < 0.05. The coefficient of determination (R²) of 82.2% indicates that purchasing decisions can be explained by the two independent variables, while the remaining 17.8% is influenced by other factors outside the research model. These findings demonstrate that consumer experience information and awareness of product halalness are important considerations in purchasing beauty products through social commerce.

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