PENGARUH ONLINE CUSTOMER REVIEW TERHADAP KEPUTUSAN PEMBELIAN KATEGORI SEPATU RESELLER KICK AVENUE DI TIKTOK SHOP (STUDI KASUS GENERASI Z) PERIODE JANUARI – DESEMBER 2025

HUDA, M THORIQUL (2026) PENGARUH ONLINE CUSTOMER REVIEW TERHADAP KEPUTUSAN PEMBELIAN KATEGORI SEPATU RESELLER KICK AVENUE DI TIKTOK SHOP (STUDI KASUS GENERASI Z) PERIODE JANUARI – DESEMBER 2025. S1 thesis, Universitas Mercu Buana Jakarta - Menteng.

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Abstract

Perkembangan social commerce dan meningkatnya aktivitas belanja online di kalangan Generasi Z menjadikan ulasan konsumen daring sebagai salah satu faktor penting dalam membentuk kepercayaan dan keputusan pembelian. Penelitian ini bertujuan untuk mengetahui dan mengukur pengaruh Online Customer Review terhadap Keputusan Pembelian kategori sepatu reseller Kick Avenue di TikTok Shop pada Generasi Z periode Januari–Desember 2025. Online Customer Review didefinisikan sebagai opini dan pengalaman konsumen terhadap produk yang dipublikasikan secara daring, sedangkan Keputusan Pembelian merupakan proses pengenalan kebutuhan, pencarian informasi, evaluasi alternatif, hingga tindakan membeli. Penelitian ini menggunakan pendekatan kuantitatif dengan metode survei. Sampel penelitian berjumlah 100 responden yang merupakan Generasi Z pengguna TikTok Shop dan pernah membeli sepatu di Kick Avenue. Teknik pengambilan sampel menggunakan non-probability sampling dengan metode purposive sampling. Analisis data dilakukan melalui uji validitas, uji reliabilitas, regresi linier sederhana, koefisien determinasi (R2), dan uji t menggunakan SPSS. Hasil penelitian menunjukkan bahwa Online Customer Review berpengaruh positif dan signifikan terhadap Keputusan Pembelian dengan nilai t-hitung 40,542 > 1,984 dan signifikansi 0,001 < 0,05. Nilai koefisien korelasi sebesar 0,971 menunjukkan hubungan sangat kuat, sedangkan koefisien determinasi (R2) sebesar 0,915 berarti 91,5% keputusan pembelian dipengaruhi oleh Online Customer Review. Dengan demikian, Online Customer Review terbukti memiliki peran dominan dalam memengaruhi keputusan pembelian Generasi Z di TikTok Shop. The rapid growth of social commerce and the increasing reliance on online Reviews among Generation Z have made Online Customer Reviews an important factor influencing purchasing behavior in digital marketplaces. This study aims to examine and measure the influence of Online Customer Reviews on Purchase Decisions in the reseller shoe category of Kick Avenue on the TikTok Shop platform among Generation Z during the period of January–December 2025. Online Customer Review is defined as consumers’ opinions and experiences regarding products published online, while Purchase Decision refers to the process of problem recognition, information search, evaluation of alternatives, and purchasing action. This research employed a quantitative approach using a survey method. The sample consisted of 100 Generation Z respondents who use TikTok Shop and have purchased shoes from Kick Avenue. The sampling technique applied was non-probability sampling with purposive sampling method. Data analysis was conducted through validity testing, reliability testing, simple linear regression analysis, coefficient of determination (R2), and hypothesis testing (t-test) using SPSS software. The results indicate that Online Customer Reviews have a positive and significant effect on Purchase Decisions, with a t-value of 40.542 > 1.984 and a significance level of 0.001 < 0.05. The correlation coefficient of 0.971 shows a very strong relationship, while the coefficient of determination (R2) of 0.915 indicates that 91.5% of Purchase Decisions are influenced by Online Customer Reviews. Therefore, Online Customer Reviews are proven to play a dominant role in influencing Generation Z’s purchase decisions on TikTok Shop.

Item Type: Thesis (S1)
NIM/NIDN Creators: 44322010019
Uncontrolled Keywords: Online Customer Review, Keputusan Pembelian, TikTok Shop, Generasi Z, Kick Avenue. Online Customer Review, Purchase Decision, TikTok Shop, Generasi Z, Kick Avenue.
Subjects: 300 Social Science/Ilmu-ilmu Sosial > 300. Social Science/Ilmu-ilmu Sosial > 302 Social Interaction, Interpersonal Relations/Interaksi Sosial, Hubungan Antarpersonal > 302.2 Communication/Komunikasi
300 Social Science/Ilmu-ilmu Sosial > 300. Social Science/Ilmu-ilmu Sosial > 302 Social Interaction, Interpersonal Relations/Interaksi Sosial, Hubungan Antarpersonal > 302.2 Communication/Komunikasi > 302.23 Media (Means of Communication)/Media (Sarana Komunikasi)
Divisions: Fakultas Ilmu Komunikasi > Periklanan dan Komunikasi pemasaran
Depositing User: ZAIRA ELVISIA
Date Deposited: 05 Mar 2026 06:32
Last Modified: 05 Mar 2026 06:32
URI: http://repository.mercubuana.ac.id/id/eprint/101387

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