The Influence Of Online Consumer Reviews and
Promotion Using Tiktok Social Media On
Purchasing Decisions
Mega Sri Wahyuningrum
Faculty of Economics
State University of Jakarta Ika Febrilia
Jakarta, Indonesia Faculty of Economics
megasriwahyuningrum@gmail.com State University of Jakarta
Jakarta, Indonesia
ikafebrilia@unj.ac.id
Abstract—Tiktok is an application that is popular with the
public. Because, it can be entertainment media, information
media, promotional media, etc. This research aims to: (1)
determine the positive and significant influence of online
consumer reviews on purchasing decisions, (2) determine the
positive and significant influence of promotions using Tiktok
social media on purchasing decisions. The population in this
study are Tiktok social media users throughout Jabodetabek.
The data analysis technique used is simple linear regression
with purposive sampling using a sample of 213 respondents
from Jabodetabek. Data analysis used IBM SPSS Statistics
version 22. The results of the data analysis test obtained data
that were normally distributed and had a linear relationship.
The results of this study indicate that there is an influence
between online consumer reviews on purchasing decisions and
there is an influence between promotions using social media
tiktok on purchasing decisions.
Keywords—online consumer reviews, promotion using Tiktok
social media, purchasing decisions
I. INTRODUCTION
Technological developments are very influential for all
human activities, both in terms of education, social,
economic, and others. Indonesia is one of the countries with
the most users of communication tools and the internet.
Quoted from DataReportal [1], there are around 170 million
active users of social media, this number has increased by
around 6.3% or 10 million active users of social media
compared to January last year.
Social media is one of the media that is used in all fields
because it can make it easier to communicate with one
another that is not limited by space and time. Social media is
currently also widely used for business purposes. According
to Untari & Fajariana [2]he explained that in business, social
media is one of the media used to support communication in
marketing products quickly. The purpose of merging social
media with marketing is to support performance in the field
of marketing in line with the development of technology and
information. Social media that are widely used in Indonesia
include WhatsApp, Line, Tiktok, Instagram, Facebook,
Telegram, etc.
Tiktok is one of the social media that is loved by many
people because it is the most downloaded application in
various countries. Tiktok is also the fourth most popular
application among Indonesians with an average time of 13.8
hours/month spent using the application [1].
Please do not give the page number in the header or footer.
Nadya Fadillah Fidhyallah
Faculty of Economics
State University of Jakarta
Jakarta, Indonesia
nadyaffidhyallah@unj.ac.id
The Tiktok application is not only entertainment for
people but also a means to provide information about many
things. One of them is as a promotional medium that is used
by sellers to promote products that will be offered to
consumers through videos uploaded on the Tiktok
application. Through Tiktok, business people can make
videos about products that will be promoted as attractive as
possible to attract consumers.
The more interesting and the more people watch the
promotional videos for a product, the more people will buy
the products offered. If the video promotional content in the
Tiktok application is viral or can enter fyp (for your page) or
a recommendation page in the Tiktok application which will
appear the first time when you open the application, there
will be more business opportunities for business people.
From promotional videos, there are not a few videos that
explain advantages, disadvantages, prices, quality, etc or can
be called product reviews.
Apart from being in the form of videos, product reviews
can be in the form of reviews/comments given by consumers
who have consumed/owned certain products. Before
consumers shop online, they usually look for information
related to the product to be purchased or used through video
reviews uploaded on social media or viewing
comments/reviews on the video to minimize unwanted things
such as poor product quality, etc. [3]. According toArbaini
[4], it is very useful for potential buyers to see reviews from
previous buyers to convince and make purchasing decisions.
It can be concluded that what consumers consider in
making decisions include online consumer reviews and
promotions. Evidenced by research from Devedi et al [5], the
results of this study, found the fact that there is a positive and
significant influence between online consumer reviews on
purchasing decisions for goods/services. Research from
Rachmawati et al [6] with the results of his research proves
that there is a significant influence between promotions on
purchasing decisions.
II. LITERATURE REVIEW
A. Consumer Behavior
Consumer behavior is very influential in marketing
activities, especially related to the search, use, and evaluation
of a product. According to Sitanggang & Sitanggang [7] that
consumer behavior is a science that studies the decision-
making process that shows an action to obtain a product to
fulfill needs and desires. When wanting to buy a product,
consumers can be influenced by family, friends, promotions, To measure the variables in the questionnaire, a Likert scale
income, environment, and even mood. All combine and form is used. The indicators used for purchasing decision variables
a model of consumer behavior that is comprehensive and are identifying needs, searching for information, evaluating
able to reflect product buying decisions. alternatives, making purchasing decisions, and behavior after
purchase. While the online consumer reviews variable uses
B. Purchasing Decision indicators of source credibility, argument quality, number of
Purchasing decision according to D. Rachmawati et al reviews, and comparisons. For promotion variables using
[6] is an action to determine whether to make a purchase or Tiktok social media, the indicators are the reach of
not. Prospective buyers before buying usually search for promotions, the number of updates on the media, and the
various sources regarding reviews given by previous buyers quality of messages.
of an item/service to be considered before making a
purchasing decision. IV. RESULT
TABLE I. Normality Test
C. Online Consumer Review One-Sample Kolmogorov-Smirnov Test
Unstandardized Residual
According to Melati & Dwijayanti [8], online consumer
N 213
reviews are explanations from consumers after buying certain Normal Parametersa,b Mean .0000000
products. BrightLocal [9] also explains that review factors Std. Deviation 3.92189966
greatly influence consumer choices Most Extreme Differences Absolute .047
Positive .047
Negative -.046
D. Promotion Using Tiktok Social Media Test Statistic .047
Asymp. Sig. (2-tailed) .200c,d
In today's all-digital era, promotions can use the internet.
According to E. Rachmawati et al [10], e-promotion is a way The results of the normality test in this study prove that
to use internet media to offer products online. Every business the tested variables are normally distributed with a
person will do various ways to inform their products to significance value of 0.200 > 0.05
potential customers or consumers through existing media. TABLE II. Linearity Test X1 on Y
One of the promotional media that is often used is the Sum of
df
Mean
F Sig.
Squares Square
internet because internet users are currently increasing. Purchase Between (Combined) 1861.311 14 132.951 8.830 .000
Utilizing the internet by using social media as a medium for Decision * Groups Linearity 1381.322 1 1381.322 91.743 .000
promotion. Various social media platforms are used, such as Online Deviation
Consumer from 479.988 13 36.922 2.452 .004
Twitter, Facebook, Instagram, Tiktok, Line, etc. Each social Reviews Linearity
media has features to attract its users. Promotional media are Within Groups 2981.177 198 15.056
selected according to the target market and the use of social Total 4842.488 212
media is very helpful in providing information to consumers Source: SPSS v.22
in a wide range. TABLE III. Linearity Test X1 on Y
Sum of Mean
df F Sig.
Squares Square
Purchase Between (Combined) 1631.427 12 135.952 8.468 .000
Decisio * Groups Linearity 1354.298 1 1354.298 84.352 .000
Promosi Deviation
Promotions from 277.129 11 25.194 1.569 .110
Using Social Linearity
Media Within Groups 3211.062 200 16.055
Tiktok Total 4842.488 212
Source: SPSS v.22

Based on the results obtained, it shows that the online

consumer reviews variable on purchasing decisions has a
linearity value of 0.000 with a result of 0.000 < 0.05. So it
Figure 1 Research Model can be concluded that the data has a linear relationship. The
Based on the theory that has been described, the results of the promotion variable using Tiktok social media
hypothesis in this study is. on purchasing decisions have a linearity value of 0.000 with
a result of 0.000 < 0.05. So it can be concluded that the data
H1: There is a positive and significant influence between has a linear relationship.
online consumer reviews on purchasing decisions.
TABLE IV. Simple Linear Regression Analysis X1 on Y
H2: There is a positive and significant influence between Coefficientsa
Unstandardized Standardized
promotions using social media tiktok on decisions. Coefficients Coefficients
Model t Sig.
Std.
B Beta
Error
III. METHOD 1 (Constant) 19.906 2.534 7.856 .000
This research was conducted from August 2022 to Online Consumer
.605 .087 .432 6.953 .000
Reviews
January 2023 in the Jabodetabek area using a quantitative a. Dependent Variable: Purchasing Decisions
approach with a sample of 213 respondents with the criteria Source: SPSS v.22
of using the social media Tiktok with minimum use of three
months, seen from the duration of time using social media for
more than twenty-three hours a month and over seventeen
years of age. Sampling using purposive sampling. Data
collection techniques by conducting surveys using online
questionnaires through Google Forms which are shared via
social media such as WhatsApp, Instagram, Telegram, etc.
 TABLE V. Pearson Correlation and R-Square X1 on Y
Model Summary
Adjusted R Std. Error of the
Model R R Square
Square Estimate
a
1 .432 .186 .183
a. Predictors: (Constant), Online Consumer Reviews
Source: SPSS v.22
Based on the results of the research that has been carried
out through simple linear regression analysis, the equation Y
= 19,906 + 0.605X1 is obtained so that the hypothesis Ha is
accepted with a coefficient of determination (R2) of 0.186. In
the hypothesis test, the value of tcount = 6,953 > ttable =
1,653 and a sig value of 0.000 < 0.05. The online consumer
reviews variable has a correlation coefficient of 0.432 and a
sig value of 0.000 < 0.05. It can be concluded that there is a
positive and significant relationship of 18.6% between online
consumer reviews and purchasing decisions with a moderate
level of correlation.
This is in line with research conducted by Arbaini
[4] entitled "The Influence of Consumer Online Ratings and
Reviews on Purchase Decisions of Tokopedia Marketplace
Users". Stating that consumer reviews have a positive and
significant influence on purchasing decisions.
TABLE VI. Simple Linear Regression Analysis X2 on Y
Coefficientsa
Unstandardized Standardized
Model
Coefficients Coefficients
Std.
B Beta
Error
1 (Constant) 24.661 2.165
Promotion
Using Tiktok .520 .087 .379
Social Media
a. Dependent Variable: Purchasing Decisions
Source: SPSS v.22
TABLE VII. Pearson Correlation and R-Square X2 on Y
Model Summary
Model R R Square
Adjusted R
Square
a
1 .379 .143 .139
a. Predictors: (Constant), Purchasing Decisions
Source: SPSS v.22
Based on the results of the research that has been carried
out through simple linear regression analysis, the equation Y
= 24,661 + 0.520X2 is obtained so that the hypothesis Ha is
accepted with a coefficient of determination (R2) of 0.143. In
the hypothesis test, the value of tcount = 5,946 > ttable =
1,653 and a sig value of 0.000 < 0.05. The promotion
variable using Tiktok social media obtains a correlation
coefficient value of 0.379 and a sig value of 0.000 < 0.05. It
can be concluded that there is a positive and significant
relationship of 14.3% between promotions using Tiktok
social media and purchasing decisions with a low correlation
level.
This is in line with research conducted by D. Rachmawati
et al [6] with the title "Factors Influencing Customers'
Purchase Decision of Residential Property in Selangor",
Malaysia. Stating that promotions have a positive and
significant influence on purchasing decisions in Selangor,
Malaysia.
V. CONCLUSSION
Based on the results of theoretical studies and data
analysis that has been carried out, conclusions can be drawn
as well as evidence that the hypotheses that have been
proposed previously can be accepted. In the online consumer
reviews variable on purchasing decisions, there is a positive
and significant influence. This can mean that more online
consumer reviews of an item/service, both positive and
negative, can influence purchasing decisions.
Likewise, with the promotion variable using Tiktok social
4.057
media on purchasing decisions, there is a positive and
significant influence. This can mean that promotions using
Tiktok social media creatively and attractively can influence
purchasing decisions.
In this study, only two independent variables were
examined, namely online consumer reviews and promotions
using Tiktok social media. For further research, several other
variables can be developed or added to be used in research.
One example of a variable that can be used for further
research as a reference is the brand image. The brand image
variable used in research Ansah [11], argued that products
that get a positive brand image from consumers will have
more impact on purchasing decisions. Another variable that
can be used is product quality as used by Maslakhah &
Andjarwati [12], who suggest that high product quality can
provide benefits to consumers and can have an impact on
purchasing decisions.
In this study, the population consisted of people from all
over Jabodetabek, but the dominant respondents who filled
out the questionnaire were domiciled in DKI Jakarta and
Bekasi. For future researchers, it is hoped that they can focus
t Sig.
more on the location of their research so that they get the
right respondents.
11.393 .000 This research was conducted from August 2022 to
January 2023 in the Jabodetabek area using a quantitative
5.946 .000
approach with a sample of 213 respondents with the criteria
of using the social media Tiktok with minimum use of three
months, seen from the duration of time using social media for
more than twenty-three hours a month and over seventeen
years of age. Sampling using purposive sampling. Data
Std. Error of the collection techniques by conducting surveys using online
Estimate
questionnaires through Google Forms which are shared via
4.162
social media such as WhatsApp, Instagram, Telegram, etc.
To measure the variables in the questionnaire, a Likert scale
is used. The indicators used for purchasing decision variables
are identifying needs, searching for information, evaluating
alternatives, making purchasing decisions, and behavior after
purchase. While the online consumer reviews variable uses
indicators of source credibility, argument quality, number of
reviews, and comparisons. For promotion variables using
Tiktok social media, the indicators are the reach of
promotions, the number of updates on the media, and the
quality of messages.
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