The Effects of Online Reviews, Ratings, and Live Streaming on Purchase Decisions: Evidence from 3Second Consumers on TikTok Shop

Muhammad Kasyfi Fadli; Victor Lamboy Sinaga; Dina Agnesia Sihombing

doi:10.55927/mudima.v6i8.119

Authors

Muhammad Kasyfi Fadli Institut Bisnis dan Multimedia Asmi
Victor Lamboy Sinaga Institut Bisnis dan Multimedia Asmi
Dina Agnesia Sihombing Institut Bisnis dan Multimedia Asmi

DOI:

https://doi.org/10.55927/mudima.v6i8.119

Keywords:

Online Review, Rating, Live Streaming, Purchase Decision, Tiktok Shop, 3Second

Abstract

The growth of social commerce has transformed how consumers obtain information and make purchase decisions. TikTok Shop provides consumers with several information features, including online reviews, ratings, and live streaming, which may influence product evaluation and purchasing behavior. This study examines the effects of online reviews, ratings, and live streaming on purchase decisions for 3Second products on TikTok Shop. A quantitative associative research design was employed. Data were collected through an online questionnaire using a five-point Likert scale. The population consisted of 144 eighth-semester undergraduate students at IBM ASMI, from which 60 respondents were included in the study. Data were analyzed using validity and reliability tests, classical assumption tests, and multiple linear regression analysis with IBM SPSS Statistics version 27. The findings indicate that online reviews, ratings, and live streaming each have a positive and significant effect on purchase decisions. Online reviews produced a regression coefficient of 0.329 (p = 0.038), ratings produced a coefficient of 0.421 (p = 0.013), and live streaming produced a coefficient of 0.348 (p = 0.003). The overall regression model was statistically significant (F = 32.805, p < 0.001) and explained 63.7% of the variation in purchase decisions. Ratings and live streaming demonstrated relatively stronger standardized effects than online reviews. The findings suggest that consumer-generated information, aggregated evaluations, and interactive real-time content can complement one another in supporting consumer purchase decisions in the social commerce environment.

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