PENGARUH BRAND IMAGE DAN ONLINE CUSTOMER REVIEW TERHADAP KEPUTUSAN PEMBELIAN HIJAB VISCOSE SEVENTEEN STORE DI TIKTOK SHOP

Abstract

The advancement of digital technology has transformed consumer shopping patterns, particularly through platforms such as TikTok Shop, which combines entertainment and online shopping features within a single application. One product experiencing rapid growth on this platform is the viscose hijab produced by Seventeen Store. However, consumers' online purchase decisions are often influenced by brand image and online customer reviews, given that consumers are unable to physically see or try the product before making a purchase. This study aims to determine the effect of brand image and online customer review on the purchase decision of Seventeen Store viscose hijab on TikTok Shop, both partially and simultaneously. This research applies a quantitative approach using purposive sampling on 109 respondents who met the criteria of being female, at least 17 years old, and either familiar with or having previously purchased the product. Data were analyzed using multiple linear regression with the assistance of SPSS. The results indicate that brand image has a positive and significant effect on purchase decisions, with a t-value of 5.635 (sig. 0.000), while online customer review also has a positive and significant effect, with a t-value of 3.323 (sig. 0.001). Simultaneously, both variables significantly affect purchase decisions, with a coefficient of determination (R²) of 0.428, indicating that 42.8% of the variation in purchase decisions can be explained by these two variables, while the remaining percentage is influenced by other factors beyond the scope of this study