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IRA NURIYA SANTI
Jurusan Manajemen, Fakultas Ekonomi, Universitas Tadulako
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Journal : Journal of Social Commerce

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The Influence of Promotion on Repurchase Interest Mediated by Cash-On-Delivery Payments on Tiktok Shop Nazarina, Tiara; Santi, Ira Nuriya; Ponirin, Ponirin; Wirastuti, Wiri
Journal of Social Commerce Vol. 5 No. 2 (2025): Journal of Social Commerce
Publisher : Celebes Scholar pg

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.56209/jommerce.v5i2.169

Abstract

In the shifting landscape of digital commerce, where attention is monetized and trust remains precarious, promotions alone no longer suffice to sustain consumer behavior. This study interrogates the relationship between promotional stimuli and repurchase interest within TikTok Shop, situating Cash-on-Delivery as a mediating variable that reconfigures how consumers interpret value, risk, and reliability. Drawing on quantitative data from urban Indonesian consumers and tested through a structural equation model, the findings reveal that promotional effectiveness is contingent not only on its visibility or appeal but on the presence of structural reassurance that transforms interest into intention and intention into behavior. Cash-on-Delivery, often relegated to logistical convenience, emerges here as a psychological architecture that stabilizes trust in a landscape shaped by speed and spectacle. Rather than acting as an isolated payment method, it becomes the mechanism through which promotional rhetoric is translated into credible action. In a digital environment where persuasion is abundant but safety is scarce, platforms that fail to integrate these dimensions do not merely lose transactions. They lose relevance. This study argues that the future of social commerce lies not in amplifying promotional volume but in curating transactional conditions where trust is embedded, not assumed. The implication is clear. Behavioral continuity in digital markets will belong not to the loudest voice but to the most structurally coherent experience.
Co-Authors Abd. Rasyid Syamsuri Adfiyani Fadjar Akbar Riswandi Amier, Amran Nawir Amir, Mirna Andhika Dwitama Andi Indriani Ibrahim ANISAH Annaliah, Febrizha Asriadi Asriadi Asriadi Aun Ramlah Maharani Barkat Ansari Benyamin Parubak Chalil Chalil CHALIL, CHALIL Cici Rianty K. Bidin Darman, Darman Dian Rahmawati Dianafakroh, Dianafakroh Dinda Maharani Djibran, Moch Aedil Elimawaty Rombe Erwan Sastrawan Faikaturrahma Farid Farid Farid Farid Farid Fitriah Hartanti Harnida Wahyuni Adda Hesti Evrianti Hilda Monoarfa idiljan, Desri komala sari Idris Idris Ihksan, Ihksan Iwan Iwan Juliana Kadang KORNELIUS, YOBERTH Lamusa, Faruq Laorensia Yolanda Sundah LISTANTO, DEDE KURIANG Magfira Malarante, Narita Maskuri Sutomo Masliati Milany, Audy Putri Moh. Ali Murad Mohammad Ega Nugraha Mohammad Zeylo Auriza Muhammad Faisal Muhammad Randi Satrio Muhammad Riswandi Palawa4 Muis, Yuyun Ramadhani Munawarah Muslimin Muslimin Muslimin Muslimin Muzakir Nada Afisa Ad’jen Nazarina, Tiara Ni Luh Dita Yanti Niken Nazira Kinsky Niluh Putu Evvy Rossanty Novia Widyasari Nur Riski Islianty Nurdin, Jurana Nurmiati Nurmiati Oktavianus Palawa, Muh. Riswandi Parani, Syamsul Bahri Parani, Syamsul Bahri Dg. Parawangsa, Indra Ponirin Ponirin Ponirin Ponirin Ponirin, Ponirin Pravitasari, Dea Pricylia Chintya Dewi Buntuang Rahmat Mubaraq Ramadhani, Jihan Ramlah Ramli Hatma Randang, Viany Fransiska Razak, Abd Rian Risendy Rifky Juliansyah Riska Rosida P. Adam Ryan Ryan Setiawan Mandala Putra Siti Fajaria Siti Riskiana Sri Ayu Suci Maharani Sri Wahyuni Sri Wanti Sri Wanti Suardi Suardi Sulaeman Miru Surayya SURYA NINGSIH Syafiqa Syahir Natsir Syamsul Bachri Syamsul Bachri Syamsul Bachri Syamsul Bahri Dg. Parani Syarifaini Tahyudin Tahyudin Talita, Febrina Tambaru, Rachman Thahir, Harifuddin Umar Syarifuddin USWATUN HASANAH Wahyuningsih Wahyuningsih Wahyuningsih Wahyuningsih Wanti, Sri Wiri Wirastuti Yea Aprilia Silvana YUYUN DESTI INDRAWATI Zakiyah Zahara Zalyanti, Nur Afni