Pengaruh Online Customer Review, Celebrity Endorser, dan Kualitas Informasi terhadap Minat Beli Generasi Z pada Marketplace TikTok Shop di Yogyakarta
DOI:
https://doi.org/10.35917/cb.v7i2.741Keywords:
Online Customer Review, Celebrity Endorser, Information Quality, Purchase Intention, TikTok ShopAbstract
This study aims to analyze the effect of online customer review, celebrity endorser, and information quality on purchase intention among Generation Z consumers on the TikTok Shop marketplace in Yogyakarta. A quantitative approach was used with primary data collected through a Google Form questionnaire. The population consisted of Generation Z individuals domiciled in Yogyakarta who have an interest in, or experience with, viewing or searching for product information on TikTok Shop. The sample was determined using non-probability sampling with the purposive sampling method, and 120 respondents met the criteria. The data were analyzed using multiple linear regression in SPSS version 25. The F-test shows that the model is fit for use (F = 43.525; Sig. = 0.000). The results show that online customer review, celebrity endorser, and information quality each have a positive and significant effect on purchase intention, with information quality being the most dominant variable. The Adjusted R Square value of 0.517 indicates that the three variables explain 51.7% of the variation in purchase intention, while the remaining 48.3% is explained by other variables outside the model.
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