Pengaruh Online Customer Review terhadap Kepercayaan Konsumen dalam Berbelanja Online pada Aplikasi Tiktok

This study aims to analyze the effect of online customer reviews on consumer trust in online shopping on the TikTok application, specifically among students at the Institut Bisnis dan Komputer Indonesia. This study employed a quantitative approach with a causal-associative method. The sample consisted of 25 respondents selected using purposive sampling, with the criteria of active students of Institut Bisnis dan Komputer Indonesia who use the TikTok application and have made purchases through TikTok Shop. Primary data were collected through an online questionnaire using a five-point Likert scale and analyzed using simple linear regression. The results showed that online customer reviews had a positive and significant effect on consumer trust, with a t-value of 5.983 and a significance value of 0.000 (p< 0.05). The coefficient of determination (R²) of 0.6088 indicated that online customer reviews explained 60.88% of the variation in consumer trust, while the remaining 39.12% was explained by other factors outside the research model. These findings confirm the importance of customer reviews as an information source in building consumer trust in social commerce activities.