PENGARUH ONLINE CUSTOMER REVIEW, ONLINE CUSTOMER RATING, DAN LAYANAN CASH ON DELIVERY TERHADAP PERILAKU PEMBELIAN (Studi pada Konsumen TikTok Shop di Kota Malang)

This study aims to examine the effect of Online Customer Review, Online Customer Rating and Cash on Delivery Services on purchasing behavior and to determine the most dominant variabe that affects purchasing behavior. This research was conducted in Malang City with a sample size of 384 respondents. The type of research used is explanatory research with a quantitative approach. The sampling technique used non-propability sampling technique with purposive sampling technique. Data collection using online survey. The data analysis method used is multiple regression analysis. The results showed that Online Customer Review has a positive and significant effect on purchasing behavior, Online Customer Rating has a positive and significant effect on purchasing behavior, Cash on Delivery Service has a positive and significant effect on purchasing behavior, Online Customer Review has more influence on purchasing behavior.