The Influence of Online Reviews and Sales Visualization Interaction on TikTok Shop on Consumer Trust in Elzatta Products
DOI:
https://doi.org/10.24905/icobis.v2i1.42Keywords:
online reviews, sales visualization interaction, consumer trust, TikTok Shop, social commerceAbstract
The development of digital technology has changed the way people shop online, including through social commerce platforms such as TikTok Shop. To strengthen consumer trust, businesses rely on digital marketing strategies such as online reviews and sales visualization interaction. This study aims to analyze the influence of online reviews and sales visualization interaction on consumer trust in Elzatta products on TikTok Shop. A quantitative approach with purposive sampling was applied to 100 respondents who had purchased Elzatta products through TikTok Shop. Data were collected with a questionnaire of 22 statement items, transformed using the Method of Successive Interval (MSI), and analyzed using multiple linear regression in SPSS version 26. The results show that online reviews and sales visualization interaction have a positive and significant effect on consumer trust, both partially and simultaneously. The Adjusted R Square of 0.544 indicates that both variables explain 54.4% of the variation in consumer trust, while the remaining 45.6% is influenced by other factors outside the model. The study concludes that online reviews and sales visualization interaction are important determinants of consumer trust in Elzatta products on TikTok Shop.
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