Davina, Salma Nadia Putri and Prabawani, Bulan (2026) THE IMPACT OF ELECTRONIC WORD-OF-MOUTH AND CONSUMER RATINGS ON THE TIKTOK SHOP @GLAD2GLOW_INDO PLATFORM REGARDING PURCHASE INTENTIONS, WITH TRUST AS A MEDIATING VARIABLE. Undergraduate thesis, UNIVERSITAS DIPONEGORO FAKULTAS ILMU SOSIAL DAN ILMU POLITIK.

	Text SALMA NADIA_14030119190055_COVER.pdf - Submitted Version Restricted to Repository staff only Download (245kB)
	Text SALMA NADIA_14030119190055_CHAPTER 1.pdf - Submitted Version Download (743kB)
	Text SALMA NADIA_14030119190055_CHAPTER 2.pdf - Submitted Version Download (173kB)
	Text SALMA NADIA_14030119190055_CHAPTER 3.pdf - Submitted Version Restricted to Repository staff only Download (264kB)
	Text SALMA NADIA_14030119190055_CHAPTER 4.pdf - Submitted Version Download (140kB)
	Text SALMA NADIA_14030119190055_BIBLIOGRAPHY.pdf - Submitted Version Download (193kB)
	Text SALMA NADIA_14030119190055_ATTACHMENT.pdf - Submitted Version Restricted to Repository staff only Download (388kB)

Abstract

The Influence of Electronic Word-of-Mouth and Consumer Ratings on Purchase
Intentions inside the TikTok Shop @Glad2glow_Indo Platform, using Trust as a Mediating
Variable. The methodology employed is a quantitative technique characterized by
explanatory research. A total of 150 respondents who purchased Glad2Glow products from
TikTok Shop were selected as samples using purposive sampling approaches. Data
collection was conducted using an online questionnaire, and data analysis employed the
Partial Least Squares (PLS) method utilizing the SmartPLS 3.2.9 application.
The study's results indicate that electronic word-of-mouth (e-WOM) exerts a
favorable and significant influence on trust and purchasing interest. Consumer evaluations
positively influence trust and purchasing interest, however their impact on trust is weaker
than that of electronic word-of-mouth (e-WOM). Trust functions as a partial mediating
variable in the correlation between electronic word-of-mouth (e-WOM) and purchase
intention, as well as in the association between consumer ratings and purchase intention.
These data affirm that informative and reputable internet reviews, along with consistent
consumer evaluations, significantly contribute to establishing trust, which in turn enhances
purchasing interest. Furthermore, electronic word-of-mouth is the primary determinant in
shaping consumer purchasing interest in Glad2Glow items.
This study emphasizes the need of establishing a digital reputation by delivering
authentic information, managing ratings transparently, and ensuring consistent product
quality to enhance confidence and stimulate purchasing interest on social commerce
platforms like TikTok Shop.
Keywords: Electronic Word-of-Mouth, Consumer Rating, Trustworthiness, Buying
Interest, TikTok Shop, Glad2Glow.
11 ADMINISTRASI BISNIS 2026

Actions (login required)

View Item