Pengaruh Online Customer Rating, Online Customer Review, Cash On Delivery (COD), dan Gratis Ongkos Kirim Terhadap Keputusan Pembelian pada e-commerce TikTok di Kalangan Gen Z di Wilayah Kecamatan Gempol

Abstract

Abstract

This study aims to analyze the effect of online customer rating, online customer review, cash on delivery (COD), and free shipping on purchase decisions in TikTok e-commerce among Generation Z in Gempol District, Pasuruan Regency. This research uses an explanatory method with a quantitative approach, where data were collected through questionnaires using the Malhotra formula from 90 respondents selected through purposive sampling techniqueThe data were analyzed through several stages, including instrument evaluation using validity and reliability tests, followed by a normality test and classical assumption tests consisting of multicollinearity and heteroscedasticity tests. Furthermore, multiple linear regression analysis was employed to examine the relationships among the variables, while hypothesis testing was conducted using the t-test. Finally, the coefficient of determination (Adjusted R²) was calculated to assess the explanatory power of the regression model. The data analysis process was carried out using SPSS. The results show that online customer rating and cash on delivery (COD) have a positive and significant effect on purchase decisions, while online customer review and free shipping do not have a significant effect on purchase decisions.

Keywords: Online Customer Rating, Online Customer Review, Cash on Delivery (COD), Free Shipping, Purchase Decision