<![CDATA[The rapid growth of e-commerce has encouraged businesses to leverage social commerce features to enhance consumers' purchase decisions, particularly on the Shopee platform. However, consumers continue to experience hesitation when purchasing products online due to information limitations and low trust in the products offered. This study aims to examine the influence of social commerce features, including interactivity, social presence, and user-generated content, on consumers' purchase decisions in a startup hiking footwear store by adopting the Stimulus–Organism–Response (SOR) framework. A quantitative research approach was employed, with data collected through a questionnaire distributed to 111 respondents who had previously purchased hiking shoes via the Shopee platform. The data were analyzed using Partial Least Squares Structural Equation Modeling (PLS-SEM) with SmartPLS software. The findings indicate that interactivity and user-generated content positively influence consumer trust, with path coefficients of 0.339 and 0.358, respectively, whereas social presence exhibits only a weak effect (β = 0.058). Furthermore, consumer trust has a significant positive effect on consumer attitude (β = 0.704), and consumer attitude positively influences purchase decisions (β = 0.562). The coefficient of determination (R² = 0.316) indicates that the proposed model explains 31.6% of the variance in consumers' purchase decisions. These findings demonstrate that social commerce features contribute to improving purchase decisions by fostering consumer trust and shaping favorable consumer attitudes, thereby supporting the applicability of the Stimulus–Organism–Response (SOR) framework in the context of social commerce.]]>
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