Implementation of the S-O-R Framework in Analyzing Consumer Behavior on TikTok Platform Toward Repurchase Intention

This research explores how consumers behave on the TikTok Shop platform using the Stimulus–Organism–Response (S-O-R) framework, this is done to identify the influence of digital stimuli on repurchase intention. Specifically, the research investigates how brand authenticity, influencer credibility, and social media engagement affect brand trust and customer satisfaction, and how these organism-level responses mediate repurchase intention. The study applies a quantitative explanatory method with data collected from 550 TikTok Shop consumers in the Jabodetabek area, an urban region with high digital engagement. PLS-SEM via SmartPLS was applied to analyze the data. The findings show that the brand authenticity significantly affects both brand trust and customer satisfaction. However, influencer credibility and social media engagement do not show significant effects. Both brand trust and customer satisfaction positively influence repurchase intention. These results provide bigger understanding into psychological mechanisms in social commerce and give ideas for digital marketers seeking to enhance consumer retention through authentic branding and trust-based strategies.