The Influence of Promotion on Repurchase Interest Mediated by Cash-OnDelivery Payments on Tiktok Shop

Abstract
In the shifting landscape of digital commerce, where attention is
monetized and trust remains precarious, promotions alone no longer
suffice to sustain consumer behavior. This study interrogates the
relationship between promotional stimuli and repurchase interest within
TikTok Shop, situating Cash-on-Delivery as a mediating variable that
reconfigures how consumers interpret value, risk, and reliability. Drawing
on quantitative data from urban Indonesian consumers and tested through
a structural equation model, the findings reveal that promotional
effectiveness is contingent not only on its visibility or appeal but on the
presence of structural reassurance that transforms interest into intention
and intention into behavior. Cash-on-Delivery, often relegated to logistical
convenience, emerges here as a psychological architecture that stabilizes
trust in a landscape shaped by speed and spectacle. Rather than acting as
an isolated payment method, it becomes the mechanism through which
promotional rhetoric is translated into credible action. In a digital
environment where persuasion is abundant but safety is scarce, platforms
that fail to integrate these dimensions do not merely lose transactions.
They lose relevance. This study argues that the future of social commerce
lies not in amplifying promotional volume but in curating transactional
conditions where trust is embedded, not assumed. The implication is clear.
Behavioral continuity in digital markets will belong not to the loudest
voice but to the most structurally coherent experience.