<![CDATA[This study examines the effect of price, service quality, trust, and live streaming interactivity on purchase decisions among Generation Z consumers utilizing TikTok Shop in Surabaya. The study is motivated by the rapid growth of social commerce platforms and the inconsistent findings of previous research regarding the influence of information signals on consumer purchase decisions in digital commerce environments. The sample consists of 116 Generation Z respondents who had prior transaction experience on TikTok Shop, selected using purposive sampling. Multiple linear regression analysis was employed to test the proposed hypotheses. The results indicate that price, trust, and live streaming interactivity have a positive and significant effect on purchase decisions, with live streaming interactivity emerging as the strongest predictor in the model. In contrast, service quality does not significantly influence purchase decisions. Furthermore, price, service quality, trust, and live streaming interactivity simultaneously have a significant effect on purchase decisions, explaining 75.7% of the variation in the dependent variable. These findings suggest that consumers in social commerce environments prioritize real-time interactive signals and trust-building mechanisms over service quality attributes when making purchase decisions, providing valuable insights for sellers and platform providers in optimizing their strategies to enhance consumer engagement and purchase behavior in social commerce platforms.]]>
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