Pengaruh Brand Trust dan Review Produk pada akun TikTok @dokterdetektif Terhadap Keputusan Pembelian Azarine Retinol di TikTok Shop

Latifah, Lutfatul (2025) Pengaruh Brand Trust dan Review Produk pada akun TikTok @dokterdetektif Terhadap Keputusan Pembelian Azarine Retinol di TikTok Shop. Sarjana (S1) thesis, Universitas Islam 45 Bekasi.

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Abstract

This study aims to analyze the influence of Brand Trust and Product Reviews on the TikTok account @dokterdetektif toward the Purchase Decision of Azarine Retinol on TikTok Shop. The independent variables in this research are Brand Trust (X1) and Product Review (X2), while the dependent variable is Purchase Decision (Y). The research method used is a quantitative approach, with data collected through a questionnaire distributed via Google Form to 100 respondents who are TikTok users, have watched Azarine Retinol reviews by @dokterdetektif, and have purchased Azarine Retinol through TikTok Shop. The sampling technique used is purposive sampling. Data analysis includes validity and reliability tests, classical assumption tests, multiple linear regression analysis, t-test, F-test, and coefficient of determination (R²), using SPSS version 27. The results indicate that: (1) the Brand Trust variable (X1) has a positive and significant effect on Purchase Decision, with a t-value of 5.788 > t-table 1.660 and a significance value of 0.000 < 0.05; (2) the Product Review variable (X2) also has a positive and significant effect on Purchase Decision, with a t-value of 4.375 > t-table 1.660 and a significance value of 0.000 < 0.05; and (3) simultaneously, Brand Trust and Product Reviews have a significant effect on Purchase Decision, with an F-value of 135.176 > F-table 4.83 and a significance value of 0.000 < 0.05. The coefficient of determination (R²) shows a value of 0.736, meaning that 73.6% of the variation in Purchase Decision can be explained by Brand Trust and Product Reviews, while the remaining 26.4% is influenced by other variables not examined in this study.

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