Exploring the Role Of Consumer Trust In Online Shopping: The Impact Of Ratings, Reviews, And Cash On Delivery On Purchase Decisions In Tiktok Shop

Research Aims: This study aims to analyze consumer perceptions of TikTok Shop and investigate the effects of Online Customer Ratings, Online Customer Reviews, and Cash on Delivery on Purchase Decisions, with Consumer Trust as a mediating factor. Design/methodology/approach: A quantitative research design was employed using a structured questionnaire distributed to 100 TikTok Shop users aged 18–55 in Surabaya. Data were analyzed using SPSS 22.0. Participants were selected through non-probability sampling with purchase history criteria to ensure relevant responses. Research Findings: The results show that Online Customer Ratings and Cash on Delivery significantly influence Consumer Trust, which in turn significantly affects Purchase Decisions. However, Online Customer Reviews do not have a significant effect on Consumer Trust. Theoretical Contribution/Originality: This study highlights the pivotal role of Consumer Trust in social commerce, particularly on TikTok Shop, and clarifies how trust mediates the relationship between key online factors and purchasing behavior. These insights provide valuable guidance for enhancing online retail strategies in emerging social commerce platforms. Keywords: Social Commerce, Consumer Trust, Purchase Decision, TikTok Shop