The Influence of Online Customer Ratings, Online Customer Reviews, Content Marketing, and Cash on Delivery Payment Systems on Gen Z's Purchase Decisions on TikTok Shop
Keywords:
Content Marketing, Cash On Delivery, Keputusan Pembelian, Generasi Z, TikTok Shop., Online Customer Rating, Online Customer Review,Abstract
This descriptive and verificative quantitative study aims to analyze the influence of Online Customer Ratings (X1), Online Customer Reviews (X2), Content Marketing (X3), and Cash on Delivery (X4) on the purchasing decisions (Y) of Generation Z consumers on TikTok Shop in the Brondong District. Utilizing purposive sampling with 200 respondents and multiple linear regression analysis via IBM SPSS Statistics, the results indicate that, individually, Online Customer Reviews, Content Marketing, and Cash on Delivery have a positive and significant effect on purchasing decisions, whereas Online Customer Ratings do not have a significant effect. Collectively, the four variables exert a significant influence, contributing 83.9% (R² = 0.839) to the outcome, with Content Marketing emerging as the most dominant variable, possessing the highest Beta coefficient (0.417). These findings imply that MSME players and digital marketers should prioritize informative visual content and authentic reviews rather than relying solely on aggregated numerical ratings.
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Copyright (c) 2026 Ah. Riza Al Mufidi, Levia Inggrit Sayekti , Sani Rusminah , Heru Budi Santoso
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