Impact of digital marketing and online customer reviews on purchase decisions among economics education students at PGRI Wiranegara University on the TikTok Shop Platform
Keywords:
Consumer Behavior, E-Commerce, Generation Z, Social Commerce, TikTok ShopAbstract
This study aims to determine the effects of digital marketing and online customer reviews, both individually and jointly, on the purchasing decisions of Economics Education students at Universitas PGRI Wiranegara.A quantitative method was applied through a causal associative research design. The study involved 163 Economics Education students from the 2022 to 2025 cohorts, with 62 respondents selected as the sample. Data collection was conducted using questionnaires. The collected data were subsequently examined through multiple linear regression analysis, partial significance testing (t-test), simultaneous significance testing (F-test), and the coefficient of determination. The results reveal that digital marketing does not have a statistically significant effect on purchasing decisions when considered independently. The analysis produced a t-value of 1.126, which is below the critical t-value of 2.001, with a significance value of 0.265, exceeding the 0.05 threshold. Conversely, online customer reviews demonstrate a significant individual effect on purchasing decisions. This finding is supported by a t-value of 11.051, which is greater than the critical value of 2.001. The simultaneous analysis further shows that digital marketing and online customer reviews collectively have a significant relationship with purchasing decisions. The calculated F-value of 109.607 exceeds the F-table value of 3.15, while the significance value of 0.001 is below 0.05. The Adjusted R Square of 78.1% demonstrates that the two independent variables account for 78.1% of the variation in purchasing decisions, whereas the remaining 21.9% is associated with other variables not included in the research model. Thus, digital marketing alone does not significantly affect purchasing decisions, while online customer reviews make a significant individual contribution. When considered together, digital marketing and online customer reviews significantly affect the purchasing decisions of Economics Education students who use TikTok Shop.
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