The Role of Consumer Trust in Mediating the Effect of Product Quality, Online Customer Reviews, and Online Customer Ratings on Purchasing Decisions at Tiktok Shop

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Quantitative analysis shows product quality and online customer reviews boost consumer trust, influencing purchasing decisions.

Product quality and online customer reviews significantly enhance consumer trust, impacting purchasing decisions.
Online customer ratings did not significantly influence consumer trust in the context of TikTok Shop purchases.
The study analyzed 104 TikTok Shop users in Purwokerto through a survey-based approach to gather insights.
Improving product quality and encouraging positive reviews can help businesses build trust with consumers.

Rahmawati et al. (2025) studied this question.

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