<![CDATA[This study aims to analyze the effect of consumer trust on purchase decisions in the TikTok Shop marketplace, with indicators including honesty, service ability and skills, reliability, willingness to protect, and information transparency. A quantitative research method was employed, using questionnaires distributed to 385 respondents, and the data were analyzed through multiple linear regression. The results show that trust has a significant partial effect on purchase decisions, as evidenced by the t-value of 5.846 > t-table of 1.966 and a significance value of 0.000 < 0.05, with a Beta coefficient of 0.306 indicating a positive relationship. This means that the higher the consumer trust, the greater the tendency to make repeat purchases, while a decrease in trust potentially reduces purchase decisions. These findings confirm that trust is a crucial factor in fostering consumer loyalty in TikTok Shop.]]>
Copyrights © 2025
