Digital Social Proof and Skincare Purchase Intention: Examining The Role of Online Customer Reviews and Ratings among Generation Z on Tiktok Shop
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This study aims to analyze the influence of digital social proof represented through online customer reviews and online customer ratings on the purchase intention of skincare products on TikTok Shop among Generation Z in Bandar Lampung City. TikTok Shop as a social commerce platform has transformed consumer shopping behavior, especially Generation Z who are known as digital natives and heavily rely on digital social validation in purchasing decisions. This study uses a quantitative approach with a survey method through distributing online questionnaires to 100 Generation Z respondents in Bandar Lampung City who have accessed or shopped for skincare products on TikTok Shop. The sampling technique used purposive sampling with certain criteria. Data analysis was performed using multiple linear regression with SPSS version 25.0. The results showed that online customer reviews have a positive and significant effect on purchase intention, online customer ratings have a positive and significant effect on purchase intention, and simultaneously online customer reviews and online customer ratings have a significant effect on purchase intention of skincare products on TikTok Shop among Generation Z with a contribution of 58.7%. This study provides a theoretical contribution to the development of consumer behavior theory in the social commerce era as well as practical implications for businesses in managing reviews and ratings as strategic digital assets to build consumer trust.
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