The Influence of Product Visualization and Customer Reviews on Purchasing Decisions: Muslim Fashion on TikTok Shop Indonesia
Purpose: The phenomenon of online shopping is becoming increasingly popular today. Clear product information accompanied by attractive photos and videos is a strategy to increase sales. This study aims to determine how product visualization and customer reviews influence purchasing decisions for Mus...
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| Format: | Article |
| Language: | English |
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Universitas Islam Negeri Fatmawati Sukarno Bengkulu
2025-03-01
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| Series: | Al-Intaj |
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| Online Access: | https://ejournal.uinfasbengkulu.ac.id/index.php/Al-Intaj/article/view/6871 |
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| _version_ | 1849229140837793792 |
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| author | Khusnul Fikriyah Wira Yudha Alam |
| author_facet | Khusnul Fikriyah Wira Yudha Alam |
| author_sort | Khusnul Fikriyah |
| collection | DOAJ |
| description | Purpose: The phenomenon of online shopping is becoming increasingly popular today. Clear product information accompanied by attractive photos and videos is a strategy to increase sales. This study aims to determine how product visualization and customer reviews influence purchasing decisions for Muslim fashion products on the TikTok Shop application in Indonesia.
Design/methodology: The type of research used is quantitative research with an associative approach. The data collection method is by using a questionnaire aimed at respondents who shop online through the TikTok Shop application. The data collected is processed using SmartPLS.
Findings: The results of the study show that product visualization and customer reviews have a significant effect on purchasing decisions. The findings indicate that most respondents read customer reviews before making a purchase to ensure that the Muslim fashion products match the displayed visualization.
Practical implications: Businesses in the Muslim fashion industry on TikTok Shop can leverage high-quality product visualizations, including engaging photos and videos, to attract potential buyers and build trust. Companies should prioritize customer testimonials. They need to encourage satisfied customers to leave detailed reviews, ratings, and visual content, such as unboxing videos or photos, to strengthen credibility and influence potential buyers' decisions.
Originality/Value: This study focuses on TikTok Shop, a new platform that combines social media and e-commerce. This study provides unique insights into consumer behavior that has not been widely studied before. In addition, this study also integrates cultural and religious aspects that are relevant in Indonesia as the largest Muslim market in the world. |
| format | Article |
| id | doaj-art-0a1f1cf656da438eb44534043977f833 |
| institution | Kabale University |
| issn | 2476-8774 2621-668X |
| language | English |
| publishDate | 2025-03-01 |
| publisher | Universitas Islam Negeri Fatmawati Sukarno Bengkulu |
| record_format | Article |
| series | Al-Intaj |
| spelling | doaj-art-0a1f1cf656da438eb44534043977f8332025-08-22T05:03:59ZengUniversitas Islam Negeri Fatmawati Sukarno BengkuluAl-Intaj2476-87742621-668X2025-03-011119611010.29300/aij.v11i1.68714612The Influence of Product Visualization and Customer Reviews on Purchasing Decisions: Muslim Fashion on TikTok Shop IndonesiaKhusnul Fikriyah0Wira Yudha Alam1Universitas Negeri SurabayaUniversitas PGRI Adi Buana SurabayaPurpose: The phenomenon of online shopping is becoming increasingly popular today. Clear product information accompanied by attractive photos and videos is a strategy to increase sales. This study aims to determine how product visualization and customer reviews influence purchasing decisions for Muslim fashion products on the TikTok Shop application in Indonesia. Design/methodology: The type of research used is quantitative research with an associative approach. The data collection method is by using a questionnaire aimed at respondents who shop online through the TikTok Shop application. The data collected is processed using SmartPLS. Findings: The results of the study show that product visualization and customer reviews have a significant effect on purchasing decisions. The findings indicate that most respondents read customer reviews before making a purchase to ensure that the Muslim fashion products match the displayed visualization. Practical implications: Businesses in the Muslim fashion industry on TikTok Shop can leverage high-quality product visualizations, including engaging photos and videos, to attract potential buyers and build trust. Companies should prioritize customer testimonials. They need to encourage satisfied customers to leave detailed reviews, ratings, and visual content, such as unboxing videos or photos, to strengthen credibility and influence potential buyers' decisions. Originality/Value: This study focuses on TikTok Shop, a new platform that combines social media and e-commerce. This study provides unique insights into consumer behavior that has not been widely studied before. In addition, this study also integrates cultural and religious aspects that are relevant in Indonesia as the largest Muslim market in the world.https://ejournal.uinfasbengkulu.ac.id/index.php/Al-Intaj/article/view/6871product visualization, customer reviews, purchasing decisions, tiktok shop, online shopping |
| spellingShingle | Khusnul Fikriyah Wira Yudha Alam The Influence of Product Visualization and Customer Reviews on Purchasing Decisions: Muslim Fashion on TikTok Shop Indonesia Al-Intaj product visualization, customer reviews, purchasing decisions, tiktok shop, online shopping |
| title | The Influence of Product Visualization and Customer Reviews on Purchasing Decisions: Muslim Fashion on TikTok Shop Indonesia |
| title_full | The Influence of Product Visualization and Customer Reviews on Purchasing Decisions: Muslim Fashion on TikTok Shop Indonesia |
| title_fullStr | The Influence of Product Visualization and Customer Reviews on Purchasing Decisions: Muslim Fashion on TikTok Shop Indonesia |
| title_full_unstemmed | The Influence of Product Visualization and Customer Reviews on Purchasing Decisions: Muslim Fashion on TikTok Shop Indonesia |
| title_short | The Influence of Product Visualization and Customer Reviews on Purchasing Decisions: Muslim Fashion on TikTok Shop Indonesia |
| title_sort | influence of product visualization and customer reviews on purchasing decisions muslim fashion on tiktok shop indonesia |
| topic | product visualization, customer reviews, purchasing decisions, tiktok shop, online shopping |
| url | https://ejournal.uinfasbengkulu.ac.id/index.php/Al-Intaj/article/view/6871 |
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