Decrease Product Rating Uncertainty Through Focused Reviews Solicitation

Abstract: This study aims to analyze the influence of social media content, influencer marketing, and customer reviews on purchasing decisions on TikTok Shop, as well as the factor underlying the increase in user transactions on TikTok Shop. This phenomenon is relevant given the high intensity of social media use as a means of promotion and consumer decision-making in the digital era. The study uses a quantitative approach with a survey method by distributing Likert-scale questionnaires to 150 respondents who are active TikTok Shop users in Batam City. Data testing was conducted through validity and reliability tests, classical assumption tests, and multiple linear regression analysis to measure both the simultaneous and partial effects of each independent variable on the dependent variable. The results of the analysis show that all three independent variables have a significant effect on purchasing decisions. Simultaneously, these three variables contribute 57.2% in influencing purchasing decisions. In the digital era, consumers no longer rely on a single source of information, but instead integrate various sources from content and testimonials to public figure opinions to make purchasing decisions. The increase in TikTok Shop usage, reflected in its high Gross Merchandise Value (GMV), can be explained by the significant roles of Social Media Content, Influencer Marketing, and Customer Reviews. These three factors have proven to be important drivers influencing users’ purchasing decisions on the platform. User behavior tendencies that differ by region are also acknowledged as contextual factors that may affect the study's results. Therefore, these findings can serve as a reference for businesses to adjust their digital marketing strategies on TikTok Shop. This study contributes by encouraging TikTok Shop sellers or users to develop creative, informative, and relevant content. Business actors can also collaborate with influencers whose image aligns with their brand and who have strong relationships with their followers. Encouraging customers to provide honest reviews can increase both the quantity and quality of testimonials.

The way people buy things has fundamentally changed. While purchase behavior in traditional bricks-and-mortar stores is constricted by, for instance, limited retail spaces and finite opening hours, the Internet enables customers to buy whatever, whenever, from wherever they want to. In addition, while in the past, customers—when seeking for additional information beyond product descriptions and attributes such as brand, functional aspects, or price—were reliant on sales people’s advice or recommendations from friends, nowadays, most online retailers provide access to hundreds of product evaluations written by previous customers with only a few clicks. As a consequence, when making purchase decisions people increasingly rely on these customer product ratings as a credible information source for decision making. Previous research suggests that these product ratings may even serve as a substitute for traditional information sources rather than as a complement by, for example, curtailing the relevance of brands in purchase decision making (Chen et al. 2008; Luca 2011; Zhu and Zhang 2009); traditionally one of the key criteria when assessing the quality of a specific product or service (e.g., Jacoby et al. 1971). Although a large body of literature has focused on the impact of online product reviews and ratings on consumer decision making (see Cheung and Thadani 2012 for an extensive review), insights into the effects of the mere presence of online customer ratings on the formation of purchase decisions are still rare.

Surveys are mainly conducted to obtain valuable information on some criteria from a specified population. But, the survey results often become biased due to non-response of the subjects under study for highly significant attributes. Such non-ignorable missingness need to be treated and the actual values should be retrieved. Many methods have already been proposed for handling missing values in either discrete or continuous attributes. But, there exists a large gap in handling non-ignorable missing values in datasets with mixed attributes. With the intent of addressing this gap, this paper proposes a methodology called as Bayesian Genetic Algorithm (BAGEL) with hybridized Bayesian and Genetic Algorithm principles. In BAGEL, the initial population is generated using Bayesian model and fitness values of the chromosomes are evaluated using Bayesian principles. BAGEL is implemented in real datasets for imputing both discrete and continuous missing values and the imputation accuracy is observed. The experimental results show the superior performance of BAGEL than other standard imputation techniques. Statistical tests conducted to validate the experimental results also prove that BAGEL outperforms at all missing rates from 5% to 50%.

Consumers now favor live commerce greatly, especially those in the younger age group because it offers a direct interaction experience between sellers and customers. The purpose of this study is to analyze the influence of service quality, price, trust, customer reviews, and free shipping on purchase intention in TikTok Live Commerce among students at Institut Teknologi dan Bisnis Muhammadiyah Purbalingga. The population in this study was all students of the Muhammadiyah Purbalingga Institute of Technology and Business, totaling 73 people. The data collection method used in this research is a direct field survey, which involves sampling from a single population using a questionnaire as the main data collection instrument for explanatory purposes. The research findings indicate that service quality has a positive and significant influence on purchase decisions; price has a positive and significant influence on purchase decisions; trust has a positive and significant influence on purchase decisions; customer reviews have no significant influence on purchase decisions; and free shipping has a positive and significant influence on purchase decisions.

Purpose: TikTok become one of the most popular social media not only in Indonesia but also globally. Now days TikTok not only utiliziedwatching video but also for conducting transactions, including buying and selling throug TikTok shop and TikTok Live. This study focus on the influence of streamers' attractiveness and influencers on customers' purchasing decisions on TikTok live streaming through online customer reviews as the mediator. Methodology: This research employs quantitative methods, utilizing a probability sampling approach specifically through simple random sampling. The data collection process involves distributing questionnaires through Goggle Form. The study focuses on 150 active students of UMS and UNS. The data analysis method employed is Partial Least Square (PLS), facilitated by SMARTPLS 3.0 software, encompassing both Outer and Inner model analyses. Results: The research results indicate that online customer reviews and streamer’s attractiveness have a significantly positive influence on purchasing decisions. In addition, the streamer's attractiveness and influencers supported influence online customer reviews. online customer reviews fully mediate the influence of influencers on purchasing decisions. streamer's attractiveness in live advertising media is crucial to attract consumers. However, influencer does not supported on purchasing decision. Applications/Originality/Value selecting influencers with good credibility and in-depth knowledge of the products.

This study examines the positive and significant effect of social media marketing, online customer reviews, and e-SERVQUAL on purchase decisions through trust. This study is quantitative research. The whole population is Bekam Therapy Center’s customers. The sample is 104 customers. The data collection method was carried out by distributing questionnaires online. WarpPLS 7.0 was used as a data analysis method to identify and estimate the relationship between variables. The variables consist of social media marketing (X1), online customer review (X2), e-SERVQUAL (X3), purchase decision (Y), and trust (Z). The result shows that; 1) Social media marketing does not have a direct positive effect on purchase decisions but does influence trust, 2) Online customer reviews positively affect purchase decisions and trust, 3) E-SERVQUAL has a significant positive effect on both purchase decisions and trust, 4) Trust significantly influences purchase decisions. 5) The mediating role of trust is evident in the relationship between social media marketing and purchase decisions, and e-SERVQUAL and purchase decisions, but not between online customer reviews and purchase decisions.

This study try to test the content marketing, online customer reviews, and consumer behavior, namely purchasing decisions and mediated by a preference or purchase interest approach. Local brand bag fashion is a growing trend in society, supported by the major role of social media progress, namely TikTok, especially among generation Z. However, business actors need to understand the characteristics of the TikTok platform and its users well. The existence of interesting marketing content, the creation of online consumer reviews, this can increase consumer interest and ultimately make consumers interested in buying products. The research method used a Google Form questionnaire involving 266 respondents. The purposive sampling is used in this research with the criteria of generation Z who bought local brand bags on the TikTok platform. SMART PLS 4.0 was used to evaluate the data. The study's findings demonstrated that: content marketing significantly and favorably influenced consumer behavior; content marketing significantly and favorably influenced preferences; preferences significantly and favorably influenced consumer behavior; customer reviews significantly and favorably influenced consumer behavior; customer reviews significantly and favorably influenced preferences; content marketing significantly and favorably influenced consumer behavior with preference mediation; and content marketing significantly and favorably influenced consumer behavior with preference mediation.

This investigation was undertaken to evaluate the extent to which online customer reviews, product quality, Korean brand ambassadors, and live promotions affect the purchasing decisions of Shopee consumers situated in Semarang. Furthermore, the research explores the mediating function of purchase interest within the correlation between product quality and brand ambassadors concerning purchasing decisions. A sample size of 250 participants was employed and analyzed through Structural Equation Modeling-Partial Least Squares (SEM-PLS). The findings reveal that online customer reviews, product quality, brand ambassadors, and live promotions exert a positive and statistically significant influence on purchasing decisions. Moreover, purchase interest serves as a mediator in the relationship between product quality and purchasing decisions, as well as between brand ambassadors and purchasing decisions.

This study aims to analyze the role of customer reviews and customer ratings on purchasing decisions on Tiktok shop fashion application among UMB students. The success of Tiktok shop platform not only depends on product availability but is also influenced by factors such as reviews and customer ratings which play an important role in shaping consumer perceptions. This study uses a quantitative analysis method by collecting data through an online survey to Tiktok shop users among UMB students. The research sample consists of consumers who have made transactions on the platform. The collected data were analyzed using statistical techniques such as regression to explore the relationship between the variables of reviews and customer ratings with purchasing decisions. This study concludes that customer reviews and customer ratings have a big role in purchasing decisions on TikTok Shop Fashion, especially among UMB students. Customer reviews and ratings contribute significantly to shaping consumers' perceptions of products, which ultimately influence their decision to buy. These results confirm the importance of TikTok Shop management's attention to service and product quality to increase positive reviews and high ratings from customers. In addition, these findings provide valuable insights for the development of e-commerce strategies to understand and fulfill consumer needs and preferences.

The internet has developed into a lifestyle for people. Its use is not limited to obtaining and accessing information only, but to fulfill various needs. The change in people's lifestyles from offline shopping has led to a significant increase in the e-commerce market. Various marketplaces such as Shopee began to offer various kinds of convenience to meet the needs of the community by shopping online. Changes and developments in technology have made changes in customer behavior from purchasing through offline shops to through online shops or through e-commerce and marketplaces, this also affects purchasing decisions in buying a product or service.In this study, researchers used the explanatory method using a quantitative approach. The population of this study were Shopee users in Malang City who had made at least one purchase transaction. The data collection technique is by distributing questionnaires. The sample for this research was taken using purposive sampling technique with Malhotra's formula, which amounted to 70 respondents at Shopee users in Malang City. The variables in this study are Live Streaming (X1), Online Customer Review (X2), Purchase Decision (Y) and Trust (Z). The data analysis method used is validity test, reliability test and PLS test or Partial Least Square with the help of smart PLS software version 3. 0.The results of this study indicate that Live Streaming has a significant effect on Trust, Online Customer Review has a significant effect on Trust, Live Streaming has a significant effect on Purchasing Decisions, Online Customer Reviews has a significant effect on Purchasing Decisions, Trust has a significant effect on Purchasing Decisions. In indirect effects, it was also found that the results that Live Streaming on Purchasing Decisions did not mediate Trust were rejected and Online Customer Review on Purchasing Decisions mediated Trust was accepted.

This study aims to determine the influence of personal branding on purchase decisions through the mediation of brand image and online customer reviews (for Tasya Farasya's MOP Beauty customers). This research uses a quantitative approach. The population isGeneration Z consumers (aged 18-28) who purchase and view reviews of MOP Beauty by Tasya Farasya products on social media platforms such as Instagram and TikTok. The sample size is 100 respondents. The data in this study are primary data obtained directlyfrom questionnaires completed by the respondents, using Partial Least Squares (PLS) software. The results of this study indicate that: 1) Personal branding has a positive and significant effect on purchase decisions; 2) Personal branding has a positive and significant effect on brand image; 3) Personal branding has a positive and significant effecton online customer reviews; 4) Brand image has a positive and significant effect on purchase decisions; 5) Online customer reviews have a positive and significant effect on purchase decisions; 6) Brand image mediates the influence of personal branding on purchase decisions. and 7) Online customer reviews mediate the influence of personal branding on purchase decisions.

This research aims to investigate how brand image, celebrity endorsements, and customer reviews on Instagram influence purchasing decisions specifically for facial brightening skincare products. The study targeted consumers with a history of purchasing facial brightening skincare items. Through purposive sampling, data were collected from 100 respondents using a questionnaire distributed via Google Forms. SPSS software was then utilized for multiple linear regression analysis to test the proposed hypotheses. The findings indicate that brand image, celebrity endorsements, and customer reviews all have a positive influence on purchasing decisions related to skincare. Among these, customer reviews hold the strongest impact, underscoring the importance of managing online feedback and maintaining a positive brand reputation. Although brand image and celebrity endorsements contribute meaningfully to purchasing decisions, customer-generated content is the most influential driver of consumer behavior. This study makes a unique contribution by examining the combined impact of brand image, celebrity endorsements, and customer reviews on skincare purchasing decisions. This integrative approach provides a more comprehensive perspective on the factors influencing consumer behavior, in contrast to previous studies that looked at these variables separately.

The increasing use of TikTok Shop as a social commerce platform has transformed how consumers access product information and make purchasing decisions, particularly in the beauty and skincare industry. However, research specifically examining the role of electronic word of mouth and online customer reviews in purchase decisions for Azarine products on TikTok Shop remains limited. This study aims to analyze the effects of electronic word of mouth and online customer reviews on purchase decisions for Azarine products among consumers in Jambi City. A quantitative approach with a survey design was employed, involving 96 respondents selected through purposive sampling. Data were collected using questionnaires and analyzed through multiple linear regression. The findings indicate that electronic word of mouth has a positive and significant effect on purchase decisions. Online customer reviews also have a positive and significant effect on purchase decisions. Simultaneously, both variables significantly influence consumers’ purchase decisions. These findings contribute to the digital marketing literature by highlighting the strategic role of consumer-generated information in shaping purchasing behavior within social commerce contexts. The study concludes that positive electronic word of mouth and credible online customer reviews are essential factors in strengthening consumer confidence and encouraging purchase decisions. Practically, the findings suggest that Azarine and other local skincare brands should actively manage consumer-generated content to enhance trust, visibility, and purchasing intention on TikTok Shop.

This study aims to determine the Influence of E-WOM, Influencers, and Online Customer Reviews on Purchasing Decisions. The population in this study was Shopee platform users in the Kisaran City area, the number of which cannot be known for certain. This study used the Wibisono formula. The data used were primary data, and this study was conducted online using an electronic questionnaire, namely Google form. The data analysis tool used multiple linear regression. The results of the study show the Influence of E-WOM, Influencers, and Online Customer Reviews on Purchasing Decisions. Simultaneously, E-WOM (X1), Influencer (X2), and Online Customer Review (X3) influence Purchasing Decision (Y), Fcount > Ftable (44.226 > 2.70) with a significance of 0.000 < 0.05. This shows that the research results H1 were accepted and H0 was rejected. While partially E-WOM (X1) has a positive and significant effect on Purchasing Decisions (Y), with a calculated t value > ttable, namely 3.693 > 1.98580 with a sig t value for the E-WOM variable (X1) 0.000 smaller than α 0.05, namely 0.000 < 0.05, Influencer (X2) has a positive and significant effect on Purchasing Decisions (Y), with a calculated t value > t-table, namely 3.693 > 1.98580 with a sig t value for the Influencer variable (X2) 0.000 smaller than α 0.05, namely 0.000 < 0.05 and Influencer (X2) has a positive and significant effect on Purchasing Decisions (Y), with a calculated t value > ttable, namely 2.067 > 1.98580 with a sig t value for the Influencer variable (X2) 0.042 is smaller than α 0.05, which is 0.042 <0.05, it can be concluded that H0 is rejected, H2 is accepted and the R Square coefficient is 0.577 or 57.7%. This shows that the Purchase Decision (Y) can be explained by the E-WOM variable (X1), influencer (X2), and Online Customer Review (X3), amounting to 457.7%, and the remaining 42.3% is explained by other factors not examined in this study.

Purpose:This research was conducted on Shopee marketplace consumers in RW 08, Pasirkaliki Village, North Cimahi District, Cimahi City. The purpose of this study was to determine the influence of online customer reviews and trust on purchasing decisions, both partially and simultaneously.Methodology:The research method used in this study is descriptive and associative. The unit of analysis is individuals, namely Shopee marketplace consumers in RW 08, Pasirkaliki Village, North Cimahi District, Cimahi City. The sample in this study was 100 respondents. The sampling technique used in this study was based on certain considerations or criteria. The analysis method used was multiple linear regression analysis, and the validity and reliability of the research instrument were also tested.Findings:Based on the research results it shows that there is a partial and simultaneous influence on the online customer review and trust variables on the purchasing decision variables.Implication:The influence of online customer reviews on purchasing decisions is 43.8%, while the influence of trust on purchasing decisions is 12.4%. The influence of online customer reviews and trust on purchasing decisions is 56.2%.