Consumer Reviews in Building Trust in Online Businesses at Bittersweet by Najla on TikTok Shop

This study examines the role of customer reviews in building consumer trust in online businesses, focusing on one Bittersweet by Najla product on TikTok Shop. A qualitative descriptive approach was employed through literature review and observation of publicly available customer reviews. The analysis examined 12 detailed written reviews, supported by the displayed rating distribution and customer-generated photos and videos. The findings indicate that customer evaluations were predominantly positive, with taste, texture, product quantity, packaging, and delivery emerging as important aspects of the purchasing experience. Positive reviews provided social proof and experiential information that helped reduce uncertainty among prospective consumers, while negative reviews revealed potential concerns related to product freshness, texture, damaged products, and order accuracy. The study demonstrates that customer reviews contribute to consumer trust through electronic word of mouth, social proof, and uncertainty reduction, rather than through rating scores alone. The findings suggest that online food businesses should maintain product consistency, accurate promotional information, reliable fulfillment, and responsive customer service to strengthen consumer confidence. Future research can examine larger review datasets and compare multiple products or online businesses across social commerce platforms.