The Influence of Online Customer Reviews on the Purchase Decision of Wardah Glasting Liquid Lip Products Through the Tiktok Shop Platform

Abstract

The rapid growth of social commerce has transformed how consumers evaluate products before making purchasing decisions. In this context, Online Customer Reviews (OCRs) have become an influential source of information. This study aims to examine the influence of Online Customer Reviews on consumers’ purchase decisions for Wardah Glasting Liquid Lip products through the TikTok Shop platform. This study employed a quantitative approach with a causal research design. Data were collected from 100 female university students in Padang City using purposive sampling and a structured questionnaire. The data were analyzed using multiple linear regression with SPSS after passing validity, reliability, and classical assumption tests. The results show that Perceived Usefulness, Source Credibility, Valence, and Review Volume have positive and significant effects on purchase decisions, while Argument Quality has no significant effect. These findings indicate that TikTok Shop consumers rely more on the usefulness, credibility, positive sentiment, and quantity of reviews than on the depth of arguments contained in reviews. This study contributes to the literature on OCRs in social commerce and provides practical implications for cosmetic brands to enhance consumer trust through authentic review management