BULAN TASYA ALIFIA, NPM 2101100030 (2025) ANALISIS ONLINE CUSTOMER REVIEW DAN ONLINE CUSTOMER RATING TERHADAP IMPULSIVE BUYING DAN KEPUASAN KONSUMEN (STUDI KASUS PRODUK THE ORIGINOTE DI TIKTOK). Tugas_Akhir (Artikel) YUME : Journal of Management, 8 (2). pp. 1470-1484. ISSN 2614-851X (e-ISSN)
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Abstract
Penelitian ini bertujuan untuk menganalisis pengaruh online customer review dan online customer rating terhadap impulsive dan kepuasan konsumen, dengan studi kasus pada produk The Originote di platfrom TikTok. Metode penelitian yang adalah kuantitatif dengan pendekatan Partial Least Square (PLS) untuk menguji hubungan antar variabel. Hasil analisis menunjukkan bahwa baik online customer review maupun online customer rating berpengaruh positif dan signifikan terhadap perilaku impulsive buying serta kepuasan konsumen. Hal ini menunjjukan bahwa kualitas dan kreadibilitas ulasan konsumen serta penilaian berbintang yang muncul di media sosial berberapan penting dalam membentuk keputusan pembelian secara spontan atau impulsive buying dan mempengaruhi tingkat kepuasan setelah pembelian. Penelitian ini memperkuat peran strategis media sosial, khususnya TikTok, sebagai sarana pemasaran yang efektif untuk produk kecantikan dan produk perawatan diri seperti The Originote. Kata Kunci : Review Pelanggan Online, Penilaian Pelanggan Online, Pembelian Impulsif, Kepuasan Konsumen ================================================================================================== This study aims to analyze the influence of online customer reviews and online customer ratings on impulsive and consumer satisfaction, with a case study on The Originote product on the TikTok platform. The research method is quantitative with the Partial Least Square (PLS) approach to test the relationship between variables. The results of the analysis show that both online customer reviews and online customer ratings have a positive and significant effect on impulsive buying behavior and consumer satisfaction. This shows that the quality and credibility of consumer reviews and star ratings that appear on social media are important in forming spontaneous or impulsive buying decisions and affect the level of satisfaction after purchase. This study strengthens the strategic role of social media, especially TikTok, as an effective marketing tool for beauty products and personal care products such as The Originote. Keywords : Online Customer Review, Online Customer Rating, Impulsive Buying, Consumer Satisfaction
| Item Type: | Article |
|---|---|
| Uncontrolled Keywords: | Review Pelanggan Online, Penilaian Pelanggan Online, Pembelian Impulsif, Kepuasan Konsumen=====================Online Customer Review, Online Customer Rating, Impulsive Buying, Consumer Satisfaction |
| Subjects: | H Social Sciences > H Social Sciences (General) H Social Sciences > HB Economic Theory |
| Divisions: | Fakultas Ekonomi dan Bisnis > Manajemen |
| Depositing User: | Unnamed user with email repository@ulb.ac.id |
| Date Deposited: | 19 Jun 2025 02:33 |
| Last Modified: | 19 Jun 2025 02:33 |
| URI: | http://repository.ulb.ac.id/id/eprint/1495 |
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