According to Peter & Olson (2018), cognitive theory explains that consumer behavior is influenced by internal cognitive processes, namely how consumers acquire, store, remember, and use information to make decisions. This theory emphasizes three main aspects of the consumer cognitive structure, namely knowledge (all information stored in consumers' memories about products, brands, stores, or shopping experiences), beliefs (consumer judgments about product or service attributes, formed from experience, information, or social influence), attitudes (an overall evaluation that is positive or negative towards an object). This process involves perceptions that all run in the consumer's brain when they assess information before deciding to buy.

Purchasing decisions represent the concluding phase of the consumer process, during which individuals select a product after assessing and comparing several options akin to the desired item (Yulistiyani et al., 2024). Kotler and Armstrong (2016) characterize purchase decisions as a facet of consumer behavior, encompassing the selection, acquisition, and utilization of items or offerings from individuals, collectives, or entities, along with the resultant experiences that fulfill their needs and desires.

According to Noviani (2022), Online Customer Rating reflects a customer’s evaluation expressed on a particular scale, namely a star scale. The more stars given by consumers, it shows good product quality. In cognitive theory, ratings are closely related to aspects of knowledge and beliefs, because ratings provide

numerical information that is stored in consumers' memories, thus influencing their perceptions of products before buying. The study results from Istiqomah & Marlena (2020), Arbaini, (2020), Zed et., al (2023) demonstrate that online customer ratings exert a meaningful and favorable impact on purchasing decisions.

H1: Online Customer Rating significantly contributes to favorable purchasing decisions.

Online customer review is an assessment given by consumers of a product, which comes from their usage experience. This review covers various aspects and serves as a source of information for other consumers in evaluating the quality of the product they want to buy (Mulyati, 2020). In cognitive theory, reviews are also closely related to knowledge and beliefs, because reviews written by other consumers provide more detailed and descriptive information, thus helping consumers form beliefs based on the experiences of others. The study results from Mulyati (2020), Arbaini (2020), Zed et al., (2023) show that online customer reviews have a positive and significant influence on consumer purchasing decisions.

H2: Online Customer Review significantly contributes to favorable purchasing decisions.

Free shipping according to Marpaung & Lubis (2022) explains that free shipping is a strategy without shipping costs used by online business managers to attract consumers. In cognitive theory, free shipping is related to aspects of attitude, because consumer perceptions of free shipping can form a positive evaluation of the offer provided, which in turn can influence purchasing decisions. The study results from Istiqomah & Marlena (2020), Yuni et al., (2023) show that free shipping has a positive and significant effect on purchasing decisions. Research conducted by Marpaung & Lubis (2022) has a significant effect on purchasing decisions.

H3: Free shipping significantly contributes to favorable purchasing decisions.

According to Rahmayanti (2023) Live streaming is a form of video broadcast that is delivered directly to the audience. Its use is not only limited to entertainment content such as music or daily activities, but has also developed into a popular medium for commercial activities. In cognitive theory, live streaming is related to three cognitive aspects: knowledge (consumers obtain real-time information about products), beliefs (direct interaction with sellers forms trust), and attitudes (positive interactions in Iive streaming can create positive evaluations of products and stores). The study results from Fathurrohman et al., (2023), Rahmayanti (2023), Yuni et al., (2023) show that live streaming has a positive and significant effect on purchasing decisions.

H4: Live Streaming significantly contributes to favorable purchasing decisions.

The following is a framework for thinking in this study:

A questionnaire, specifically tailored to gather information pertinent to the research issue, was made available for one month to collect responses from an estimated 130 participants. During the data collection stage, the questionnaire was answered by 135 respondents. However, it was found that five respondents did not meet the criteria set for this study. Therefore, the total number of eligible answers that can be analyzed is 130 respondents.

The respondent characteristics based on the analysis results are categorized by gender, with women dominating the field, totaling 125 people

(92.6%); by the age group, with 72 people (53.5%) falling in the 18–21 years category; and by university affiliation, with Jenderal Soedirman University being the most represented, comprising 71 people (52.6%). Most respondents have made purchases> 2 times at TikTok Shop, namely 95 people (70.4%).

Descriptive statistical analysis in this study is employed to present a broad view of respondents' perceptions of each research variable. The analysis results show that in the Online Customer Rating (OCRt) variable, the greatest average scoreis found in the item "I am more interested in buying a product at TikTok Shop when the product has a good rating" with a mean of 4.33, while the item with the lowest mean is 3.98. In the Online Customer Review (OCR) variable, the highest mean value is 4.32 and the lowest mean is 3.85. This shows that in general respondents tend to agree with statements related to the benefits and credibility of customer reviews at TikTok Shop. The Free Shipping (FS) variable has the highest mean value of 4.23 on items that express respondents' interest in free shipping offers, while the lowest mean is 3.54. The Live Streaming (LS) variable, the highest mean value reached 4.25, indicating that the majority of respondents felt that live streaming helped them understand the product more clearly. For the lowest mean value of 3.92. The Purchase Decisions (PD) variable has the highest mean value of 4.29 and the lowest of 3.73. This shows that most respondents have considered carefully before deciding to buy a product at TikTok Shop, although there are still respondents who are less active in comparing products before buying.

Referring to Table 2, each item was evaluated using an r-table threshold of 0.172. The results demonstrate that all variables are valid, as the calculated r- values for each item surpass the critical r-value

Cronbach's Alpha values, as reported in Table 3, are all above 0.6, suggesting that the reliability assessments for each variable meet the required standards.

This study utilized the Kolmogorov-Smirnov non-parametric test to assess the normality of the data distribution. A p-value exceeding 0.05 suggests that the dataset is normally distributed (Ghozali, 2018). The test findings yield a significance value of 0.200. The significance value of this data is 0.200, which exceeds the threshold of 0.05. Therefore, the data from 130 respondents are considered normally distributed, as they meet the criteria for normality at the specified significance level.s

As presented in Table 5, all independent variables possess tolerance values above 0.10 and VIF values below 10. These results indicate the absence of strong intercorrelations among the independent variables. Therefore, the regression model shows no signs of multicollinearity and is valid for further study.

The findings imply homoscedasticity across all variables, as evidenced by significance levels above 0.05. This signifies that the residual variability is independent of the predictor values, so satisfying a crucial assumption in regression analysis. Consequently, this research can forward to the subsequent phase for a more comprehensive analysis of the correlations among the examined variables.

The outcome of the F-test indicates an F-statistic of 26.477 with a significance level of 0.000. Since the significance value is less than 0.05, it implies that the independent variables collectively have a significant impact on the dependent variable. Therefore, the regression model is considered valid for further analysis.

An Adjusted R Square value of 0.441 indicates that 44.1% of the variability in the dependent variable is explained by the four independent variables, while the remaining 55.9% is determined by factors that fall outside the current regression model.

Multiple linear regression is utilized by researchers to predict changes in the dependent variable when two or more independent variables are involved.

Referring to the table above, the regression model incorporating four independent variables can be described as follows:

The result can be said that the equation obtained is:

From the results of the equation, it can be concluded that the online customer review variable has a beta value of 0.435 and a significance value of

0.000. The free shipping variable has a beta value of 0.149 and a significance value of 0.018. The live streaming variable has a beta value of 0.212 and a significance value of 0.004, indicating that these variables have a positive and significant effect on purchasing decisions. Meanwhile, the online customer rating variable has a beta value of 0.025 and a significance value of 0.771, indicating that the online customer rating variable has a positive but insignificant effect on purchasing decisions.

The t-test is employed to assess the extent to which each independent variable influences the dependent variable. According to Ghozali (2018), if the significance value is below 0.05, it indicates a statistically significant relationship between the variables. The analysis reveals that the Online Customer Review variable has a beta coefficient of 0.435, a t-value of 4.499, and a significance level of 0.000, demonstrating a positive and significant effect. Similarly, the Free Shipping variable has a beta coefficient of 0.149, a t-value of 2.391, and a p-value of 0.018, which also indicates a significant positive influence. The Live Streaming variable shows a beta coefficient of 0.212, with a t-value of 2.930 and a significance level of 0.004, confirming a positive and statistically significant impact. In contrast, the Online Customer Rating variable records a beta coefficient of 0.025, a t-value of 0.292 (which is below the critical t-value), and a significance level of 0.771, suggesting that it does not have a significant effect on purchasing decisions.

As indicated by the results, it shows that the Online Customer Rating variable has no significant effect on purchasing decisions. Based on Peter & Olson's cognitive theory (2018), ratings only provide information in the form of numbers that increase consumer knowledge, but are not sufficient to form strong beliefs and attitudes due to the lack of description of experience. The incompleteness of this cognitive aspect makes the rating unable to encourage consumers to make significant purchasing decisions. The highest answer from respondents is that I am more interested in buying a product at TikTok Shop when the product has a good rating. The results of research that states that online customer ratings do not have a significant effect on purchasing decisions are reinforced by research conducted by Christoper (2022), Lestari et al., (2022), Lila et al., (2023) which states that online customer ratings do not have a significant effect on purchasing decisions. In contrast, the results of research conducted by

Istiqomah & Marlena (2020), Arbaini (2020), Zed et al., (2023) state that online customer rating significantly enhances purchasing decisions.

As indicated by the results, it shows that Online Customer Review exerts a meaningful and favorable impact on purchasing decisions at TikTok Shop. This is in line with Peter & Olson's cognitive theory (2018), which emphasizes the importance of knowledge, beliefs, and attitudes in the consumer cognitive process. Reviews provide more complete and descriptive information about other users' experiences, thereby enriching consumer knowledge and creating positive attitudes that support buying decisions. Respondents mostly chose the statement that I feel more confident in product reviews or reviews at TikTok Shop if they are accompanied by photos or videos from buyers who use them. This study’s outcomes align with by Mulyati (2020), Arbaini (2020), Zed et al., (2023) they came to the conclusion that consumer purchasing decisions are significantly influenced by internet customer reviews.

As indicated by the results, it shows that the Free Shipping variable exerts a meaningful and favorable impact on purchasing decisions. Based on Peter & Olson's (2018) cognitive theory, free shipping affects consumer attitudes through the perception of perceived financial benefits, resulting in a positive evaluation of the store or product. When consumers feel benefited because they don't have to pay shipping costs, this forms a positive attitude that accelerates buying decisions. The most answers show that respondents feel more encouraged to buy when there is free shipping. This study’s outcomes align with Istiqomah & Marlena (2020), Marpaung & Lubis (2022), Yuni et al., (2023) which suggest that free shipping plays a meaningful and favorable role in shaping buying behavior.

As indicated by the results, it shows that Live Streaming exerts a meaningful and favorable impact on purchasing decisions. This is in accordance with Peter & Olson's cognitive theory (2018), where live streaming touches three cognitive aspects directly. First, live streaming increases consumer knowledge through real-time product demonstrations. Second, direct interaction with the seller forms stronger beliefs because consumers can ask questions and get answers directly. Third, the interactive experience during live streaming creates positive attitudes, such as trust and interest, which ultimately motivates consumers to purchase the product. The highest answer from respondents is that I feel that live streaming gives me the opportunity to ask directly about the product I am buying. This study’s outcomes align with Fathurrohman et al., (2023), Rahmayanti (2023), Yuni et al., (2023) state purchase decisions are significanty and favorably impacted by live broadcasting.