The Effects of Social Media Marketing and Price Fairness on Purchase Decisions through Purchase Intention on TikTok Shop

This purposive online survey of 122 existing TikTok Shop buyers examines social media marketing, price fairness, purchase intention, and self-reported purchase decisions using SmartPLS 4. Five direct paths were positive and significant. Reported indirect effects were 0.098 (p = 0.023) for marketing and 0.092 (p = 0.048) for fairness; complementary partial mediation remains qualified pending bootstrap intervals. Explained variance was 52.7% for intention and 53.3% for decisions. Questionnaire associations do not establish transaction outcomes or temporal ordering. Informative content and transparent prices are contextual implications, not tested sales interventions.