ONLINE REVIEWS, RATINGS, AND PURCHASE INTENTION IN SOCIAL COMMERCE: THE MEDIATING ROLE OF PRODUCT PHOTOS ON TIKTOK LIVE STREAMING
DOI:
https://doi.org/10.36526/sosioedukasi.v14i4.6719Keywords:
Online Customer Rating, Online Customer Reviews, Product Photos, Purchase IntentionAbstract
This study aims to analyze the influence of Online Customer Rating (OCRt), Online Customer Reviews (OCR), and product photos on consumer purchasing interest in Camille Beauty products on TikTok Shop by referring to the Stimulus–Organism–Response (S-O-R) theoretical framework. The research approach uses a survey-based quantitative method, with a sample of 128 respondents from Generation Z who are TikTok Shop Live Streaming users and have experience viewing or purchasing Camille Beauty products. Data analysis was carried out using Structural Equation Modeling (SEM) with the Partial Least Square (PLS) approach through SmartPLS 4.0 software. The results show that OCRt, OCR, and product photos contribute significantly in shaping customer purchasing interest. In addition, product photos are proven to be able to mediate the relationship between OCRt and purchasing interest, as well as between OCR and customer purchasing interest on TikTok Shop, thereby strengthening the relationship between customer experience-based information and purchasing decisions. This study adds to the literature on digital consumer behavior, particularly in the context of live streaming-based social commerce, by confirming that visual elements, such as product photos, play a significant mediating role in linking OCRt and OCR to purchase intention. The results provide recommendations for businesses and the skincare brand Camille Beauty to optimize their digital marketing strategies on TikTok Shop Live Streaming.
References
Ade Laila, Ia., Eka Febriansah, R., & Ambarwati Sukomo, R. (2025). The Influence Of Online Customer Review,Promotions,And Product Quality On The Purchasing Decisions Of Gen Z Customers (Study On The Originote Skincare Products). 8(2), 5535–5553.
Ahn, Y., & Lee, J. (2024). The Impact of Online Reviews on Consumers’ Purchase Intentions: Examining the Social Influence of Online Reviews, Group Similarity, and Self-Construal. Journal of Theoretical and Applied Electronic Commerce Research , 19(2), 1060–1078. https://doi.org/10.3390/jtaer19020055
Andjani, S., Sari, D. K., & Hariasih, M. (2025). Keputusan Pembelian Ditinjau Dari Social Media Marketing, Viral Marketing Serta Brand Awareness Pada Produk Camille Beauty. Jurnal Ilmiah Manajemen, Ekonomi, & Akuntansi (MEA), 9(1), 76–99. https://doi.org/10.31955/mea.v9i1.4884
Ariani, A. M., Nasution, S. L., & Hendry, R. S. M. (2024). Analisis Kualitas Produk, Harga, Online Customer Review Dan Online Customer Rating Terhadap Minat Beli Skincare Skintific Shopee Online Shop. GOVERNANCE: Jurnal Ilmiah Kajian Politik Lokal Dan Pembangunan, 10(3), 272–282.
Cheung, G. W., Cooper, H. D., Rebecca, T., & Wang, L. C. (2024). Reporting reliability , convergent and discriminant and best ‑ practice recommendations. In Asia Pacific Journal of Management (Vol. 41, Issue 2). Springer US. https://doi.org/10.1007/s10490-023-09871-y
Fahruddin, M. I., & Aminah, S. (2025). Pengaruh Online Customer Rating dan Online Customer Review terhadap Keputusan Pembelian Produk The Originote pada Marketplace Shopee. Jurnal Ilmiah Universitas Batanghari Jambi, 25(1), 129. https://doi.org/10.33087/jiubj.v25i1.5620
Fauzi, S., & Lina, L. F. (2021). Peran Foto Produk, Online Customer Review Dan Online Customer Rating Pada Minat Beli Konsumen Di E-Commerce. Jurnal Muhammadiyah Manajemen Bisnis, 2(1), 21. https://doi.org/10.24853/jmmb.2.1.21-26.
Firdaus, M., Aisyah, S., & Farida, E. (2023). Pengaruh customer review, customer rating, dan celebrity endorser terhadap minat beli melalui kepercayaan di online shop Shopee. Entrepreneurship Bisnis Manajemen Akuntansi (E-BISMA), 4(1), 67–83. https://doi.org/10.37631/ebisma.v4i1.874
Gabriela, Y. M. R. M. (2022). Pengaruh Online Customer Review Dan Online Customer Rating Terhadap Minat Beli Pelanggan E-Commerce. Jurnal Ekonomi Manajemen Pariwisata Dan Perhotelan, 1(1), 121–125.
Gajic, D. (2022). Late-time asymptotics for geometric wave equations with inverse-square potentials. 1–75.
Hair, J. F., Howard, M. C., & Nitzl, C. (2020). Assessing measurement model quality in PLS-SEM using confirmatory composite analysis. Journal of Business Research, 109, 101–110. https://doi.org/10.1016/j.jbusres.2019.11.069
Harifin, M. G., & Paramita, S. (2024). Pengaruh Brand Trust dan Brand Awareness terhadap Keputusan Pembelian Produk Kecantikan. Prologia, 8(2), 401–409. https://doi.org/10.24912/pr.v8i2.27641
Irawan, D. Y., Iqbal, M., & Susanto, I. (2025). Pengaruh Online Customer Rating, Harga Dan Kualitas Pelayanan Terhadap Loyalitas Pelanggan Transportasi Online Maxim Dalam Perspektif Bisnis Islam (Studi Pada Pengguna Maxim Di Bandar Lampung). Jurnal Lentera Bisnis, 14(2), 1934–1952. https://doi.org/10.34127/jrlab.v14i2.1555
Mala, I. K., Anam, C., Pratikto, H., & Saptaria, L. (2025). Exploration Of Brand Love And E-Trust In Forming Revisit Intention In Generation Z : A Qualitative Study On Shopping Experience On Live Tiktok. Jurnal Ekonika, 10(1), 101–115.
Rahmawaty, I., Sa’adah, L., & Musyafaah, L. (2023). Pengaruh Live Streaming Selling, Review Product, Dan Discount Terhadap Minat Beli Konsumen Pada E-Commerce Shopee. Jurnal Riset Entrepreneurship, 6(2), 80. https://doi.org/10.30587/jre.v6i2.5956
Ringle, C. M., Sarstedt, M., Sinkovics, N., & Sinkovics, R. R. (2023). A perspective on using partial least squares structural equation modelling in data articles ✩. 48. https://doi.org/10.1016/j.dib.2023.109074
Safitri, K., & Widiati, E. (2022). Pengaruh Online Customer Review, Rating, dan Kepercayaan terhadap Niat Beli Konsumen pada Aplikasi Tokopedia. Manajerial: Jurnal Manajemen Dan Sistem Informasi, 21(2), 153–160.
Santoso, I., & Saptaria, L. (2025). Analisis Pemanfaatan Instagram dan WhatsApp dalam Meningkatkan Loyalitas Pelanggan Bisnis Katering Janlekoh Kitchen. Jurnal Manajemen Dan Bisnis Jayakarta, 6(2), 210–223.
Septiani, E., Nyoman, N., Yasa, K., & Ekawati, N. W. (2024). The antecedents of purchase intention of local brands : A systematic literature review. 4(2), 260–275. https://doi.org/10.20885/AMBR.vol4.iss2.art6
Singaraja, O. D. I. (2025). Pengaruh Gaya Hidup Dan Ulasan Pelanggan Online Terhadap Minat Beli Pelembab Wajah Merek The Originote Di Singaraja. Bisma: Jurnal Manajemen, 11(1), 167–177.
Tonda, F., & Asif Khan, M. (2024). Pengaruh Promosi dan Online Customer Reviews Terhadap Keputusan Pembelian Melalui Minat Beli (Literature Review Manajemen Pemasaran). Jurnal Manajemen Dan Pemasaran Digital, 2(3), 305–318. https://doi.org/10.38035/jmpd.v2i3.213
Wulandari, L., Putri, B., & Arma, O. (2025). VISUAL BRANDING ’ S IMPACT ON CONSUMER PURCHASING IN THE DIGITAL ERA : A SYSTEMATIC LITERATURE REVIEW. 1(1), 1–10.
Yusuf Bagaskara, D., Rohmadi, R., & Putra, Y. H. S. (2024). Pemetaan Portofolio Optimal dalam Manajemen Kekayaan pada Investasi Saham: Studi Bibliometrik VOSviewer dan Literature Review. Jurnal Manajemen Dan Ekonomi Syariah, 2(2), 96–107. https://doi.org/10.59059/maslahah.v2i2.1009
.png)
