The Role of Social Commerce Trust and Satisfaction on TikTok Consumer Purchasing Behavior

The purpose of this study is to analyze the antecedents of s-commerce trust (social media activities, consumer review quality, social support, and surface credibility) on satisfaction and their effect on consumer purchasing behavior on TikTok. This research uses quantitative methods and 271 consumer data were analyzed using PLS-SEM. The results show that there is a positive influence from the antecedents on s-commerce trust, except for social media activities. There is a positive influence from surface credibility on satisfaction and from trust and satisfaction on purchasing behavior of TikTok consumers in Indonesia. This research contributes to the theoretical and practical implications of s-commerce.