DETERMINANTS OF PURCHASE DECISIONS IN TIKTOK SHOP: AN ISLAMIC ECONOMIC PERSPECTIVE

Abstract

This study aims to examine the influence of online customer reviews, product quality, promotion, and service quality on purchase decisions in TikTok Shop from an Islamic economic perspective, both partially and simultaneously. This study employed a quantitative associative approach. The population consisted of 870 students from the 2021–2022 cohort of the Faculty of Islamic Economics and Business, Fatmawati Sukarno State Islamic University, Bengkulu, with a sample of 90 respondents selected using purposive sampling. Data were collected through questionnaires and analyzed using validity and reliability tests, classical assumption tests, multiple linear regression, t-tests, F-test, and the coefficient of determination at a significance level of α = 0.05. The results show that online customer reviews have a positive and significant effect on purchase decisions (t = 2.500; p = 0.014), product quality has a positive and significant effect (t = 3.006; p = 0.003), promotion has a positive and significant effect (t = 2.604; p = 0.011), and service quality has a positive and significant effect (t = 2.739; p = 0.008). Simultaneously, the four variables significantly influence purchase decisions (F = 28.710; p < 0.001), with an adjusted R² of 0.555, indicating that 55.5% of the variation in purchase decisions is explained by the research model. From an Islamic economic perspective, these findings indicate that maslahah and amanah provide an ethical framework that connects digital marketing practices with responsible Muslim consumer decision-making through honesty, fairness, transparency, and mutual benefit. Theoretically, this study contributes to the literature on Muslim consumer behavior in social commerce by integrating digital marketing determinants with Islamic ethical principles in explaining purchase decisions