THE INFLUENCE OF PRICE DISCOUNTS, RATINGS AND CONSUMER REVIEWS ON PURCHASING DECISIONS ON TIKTOK SHOP FEATURES

This research aims to analyze the influence of price discounts, ratings and consumer
reviews on purchasing decisions on the TikTok shop feature. With the increasing
popularity of e-commerce, especially among the younger generation, TikTok Shop
has become an interesting platform to research. The research method used was
quantitative by collecting data through questionnaires distributed to 83 respondents
who were students at the Faculty of Economics, Darul Ulum University. The results
of the analysis show that price discounts have a positive and significant influence on
purchasing decisions, where the greater the discount given, the higher the consumer's
purchasing decision. Apart from that, product ratings also have a positive effect on
purchasing decisions, where high ratings increase consumer confidence. Consumer
reviews have also been proven to have a positive influence, where consumers tend to
read reviews before making a purchase. Simultaneously, these three variables have a
significant effect on purchasing decisions, with price discounts being the most
dominant variable. It is hoped that this research can provide insight for business
people in designing more effective marketing strategies on the TikTok Shop platform,
as well as providing useful information for consumers in making better purchasing
decisions.