The Influence of Price and Online Customer Review On Generazion Z Purchase Intention on TikTok Shop MarketPlace (Case Study of FAI UMSU Students)
DOI:
https://doi.org/10.21580/jiemb.2026.8.2.31480Keywords:
Price, Online Customer Review, generation Z, Purchase Intention, Tiktok Shop MarketplaceAbstract
This research aims to prove the hypothesis that price and online customer review have a significant influence on the purchase intention of generation Z on the TikTok Shop marketplace. The research method used a quantitative approach, the primary data was collected by the researcher through the distribution of questionnaires to 92 FAI UMSU students as generation Z who are also consumers on the TikTok Shop marketplace. After that, the primary data was processed with the help of SPSS version 22 and then regressed to obtain research results using a multiple linear regression analysis model. The sampling technique used was incidental sampling. The results of this research confirm that price and online customer review do have a significant influence on generation Z purchase intention on the TikTok Shop marketplace, in line with the hypothesis. The hypothesis accepts H1 and H2. At the very least, this research serves as a reference if generation Z tends to utilize online product information searches by looking at price and online customer review to speed up their purchasing decision-making.
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