<![CDATA[The rapid expansion of social commerce in Indonesia has positioned TikTok Shop as a prominent platform for Generation Z consumers, yet high platform usage does not always translate into actual purchase behaviour. This study examines how interactivity and privacy concerns influence actual purchase through purchase intention among Generation Z TikTok Shop users in East Java, Indonesia. Drawing on a quantitative, explanatory, and cross-sectional design, data were collected from 300 respondents selected through purposive sampling and analysed using Structural Equation Modeling-Partial Least Squares (SEM-PLS) with SmartPLS 4. The findings reveal that interactivity exerts a positive and significant effect on purchase intention (beta = 0.629; t = 16.670; p < 0.001), whereas privacy concerns exert a negative and significant effect on purchase intention (beta = -0.383; t = 10.143; p < 0.001). Purchase intention also has a positive and significant effect on actual purchase (beta = 0.612; t = 11.551; p < 0.001). Furthermore, purchase intention significantly mediates the effect of interactivity on actual purchase (beta = 0.384; t = 9.059; p < 0.001) and the effect of privacy concerns on actual purchase (beta = -0.234; t = 7.522; p < 0.001). These findings highlight the importance of strengthening platform interactivity while reducing privacy-related concerns to improve transaction conversion in social commerce.]]>
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