The effect of social commerce construct on purchase intention and customer trust as mediating variable in tiktok shop

Abstract

This research investigates the impact of social commerce constructs on consumer trust and purchase intention in TikTok Shop. In the rapidly evolving era of globalization, digitalization has transformed the way humans communicate and conduct business. Indonesia, with the third-largest internet user population in Asia, serves as a crucial location to understand how social media platforms such as WhatsApp, Instagram, Facebook, and TikTok influence consumer behavior. TikTok, with its rapid growth, stands out as a potential platform for social commerce. This research seeks to answer the question of whether social commerce constructs significantly affect consumer trust and purchase intention within TikTok Shop. The results of this study reinforce and accept all four hypotheses, demonstrating that these factors have a significant positive impact in the context of TikTok Shop. This provides empirical evidence of the importance of social commerce constructs in building consumer trust and influencing purchase intentions, as well as the mediating role of consumer trust in the relationship between social commerce constructs and purchase intention on this platform. The practical implications of these findings can assist businesses in designing more effective marketing strategies in the ever-changing digital landscape.