Syarafi, Muhammad Wahyu (2024) Pengaruh Ulasan Pelanggan Online, Word of Mouth, dan Kesadaran Harga terhadap Minat Beli di Aplikasi TikTok Shop. Masters thesis, Universitas Tarumanagara.

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Abstract

The growth of e-commerce in the digital era has transformed the lifestyle of Indonesian society, with TikTok Shop emerging as a platform that combines short video features and online shopping to attract consumers. Despite its significant growth, TikTok Shop still lags behind platforms like Shopee and Tokopedia, which dominate the market. TikTok Shop's challenge lies in increasing consumer purchase intention amidst fierce competition and diverse consumer behavior that is difficult to predict. This study aims to examine the influence of online customer reviews, word of mouth (WOM), and price awareness on purchase intention in TikTok Shop. Previous research shows varied roles for these three factors, where customer reviews and WOM sometimes have a significant influence but are inconsistent across platforms, while price awareness shows a different impact depending on the
context. The results of this research provide insight for business people in the TikTok Shop to design marketing strategies that are more effective in increasing consumer buying interest. By optimally utilizing customer reviews and word of mouth, as well as understanding consumer price awareness, businesses can create
more targeted marketing campaigns. This study is also relevant for e-commerce platform developers to improve social interaction features and reviews that influence purchasing decisions. It is hoped that this study can provide practical contributions for business actors in TikTok Shop in designing effective marketing
strategies by analyzing the interactions of these three variables.

Item Type: Thesis (Masters)
Additional Information: Dosen Pembimbing: Dr. Sarwo Edy Handoyo, S.E., M.M., CIFM
Uncontrolled Keywords: Keywords: E-commerce, TikTok Shop, Purchase Intention, Customer Reviews, Word of Mouth, Price Awareness
Subjects: Tesis
Tesis > Pascasarjana
Divisions: Pascasarjana
Depositing User: Pasca Perpus
Date Deposited: 02 Jun 2026 06:36
Last Modified: 02 Jun 2026 06:36
URI: https://repository.untar.ac.id/id/eprint/49575

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