The Effect of Online Customer Reviews and Online Customer Ratings on Customer Trust, with Live Selling as a Moderating Variable, among TikTok Shop Users in Medan

Yahya Muhaimin; Endang Sulistya Rini; Fadli Fadli

doi:10.55927/fjmr.v5i6.118

Authors

Yahya Muhaimin Universitas Sumatera Utara
Endang Sulistya Rini Universitas Sumatera Utara
Fadli Fadli Universitas Sumatera Utara

DOI:

https://doi.org/10.55927/fjmr.v5i6.118

Keywords:

Online Customer Reviews, Online Customer Ratings, Customer Trust, Live Selling, TikTok Shop

Abstract

This study aims to analyze the influence of Online Customer Reviews and Online Customer Ratings on Customer Trust with Live Selling as a moderating variable among TikTok Shop users in Medan City. The study used a quantitative approach with an associative method. The research sample consisted of 150 respondents selected using a purposive sampling technique. Data were collected through questionnaires and analyzed using SEM-PLS. The results showed that Online Customer Reviews, Online Customer Ratings, and Live Selling had a positive and significant effect on Customer Trust. In addition, Live Selling was proven to be able to strengthen the influence of Online Customer Reviews and Online Customer Ratings on Customer Trust. These findings indicate that reviews, ratings, and real-time interactions through live selling play an important role in increasing consumer trust in TikTok Shop.

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