The Influence of Online Customer Reviews, Price and Perceived Quality on Purchase Intention of Wispie Brand Fashion Products on TikTok Shop

Fanniyah Salim Bagis; Monika Tiarawati

doi:https://doi.cibangsa.org/DOI-2026-57

Authors

Fanniyah Salim Bagis Department of Management, Faculty of Economics and Business, Universitas Negeri Surabaya, Surabaya, Indonesia Author
Monika Tiarawati Department of Management, Faculty of Economics and Business, Universitas Negeri Surabaya, Surabaya, Indonesia Author

DOI:

https://doi.cibangsa.org/DOI-2026-57

Keywords:

Online Customer Review, Price, Perceived Quality, Purchase Intention, TikTok Shop

Abstract

The fashion industry continues to evolve as the use of digital platforms in shopping activities increases. TikTok Shop has become one of the platforms that makes it easier for consumers to obtain information and purchase fashion products online. In this process, customer reviews, price and product quality are key factors that consumers consider when forming their purchase intentions. This forms the basis of this study on Wispie products on TikTok Shop. This study aims to analyse the influence of online customer reviews, price and perceived quality on purchase intention for Wispie products on TikTok Shop. The study employs a quantitative approach using a survey method, whilst data analysis is conducted using multiple linear regression with the aid of SPSS. The research sample comprised 220 respondents selected using purposive sampling, with the criteria being Generation Z women who were aware of Wispie products on TikTok Shop. The results indicate that online customer reviews, price and perceived quality have a positive and significant influence on purchase intention, both partially and simultaneously. Among these three variables, perceived quality exerts the most dominant influence, followed by price, whilst online customer reviews have the least influence. These findings suggest that consumers’ purchase intention regarding Wispie products is more strongly influenced by their perception of product quality and price appropriateness than by customer reviews.

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