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Vol. 5 No. 2 (2026): October

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Optimizing the SOR Method for Purchasing Decisions of Fashion Startupreneur on the Shopee Live Feature

https://doi.org/10.33050/sabda.v5i2.1121
Nuke Puji Lestari Santoso
University of Raharja
https://orcid.org/0000-0002-4414-2102
Mardiana Mardiana
University of Raharja
https://orcid.org/0000-0003-4367-9562
Risma Nurmala
University of Raharja
https://orcid.org/0009-0003-1662-917X
Andzelika Birgithri
Ilearning Incorporation
https://orcid.org/0009-0002-3983-948X
Euis Siti Nur Aisyah
University of Raharja
https://orcid.org/0009-0000-3969-3754

Corresponding Author(s) : Risma Nurmala

risma.nurmala@raharja.info

Startupreneur Business Digital (SABDA Journal), Vol. 5 No. 2 (2026): October

Abstract

The rapid growth of social commerce in Indonesia has opened wide opportu- nities for fashion business owners to leverage social commerce tools built into e-commerce platforms as a means of steering how consumers reach their buying choices. This study aims to examine how three core dimensions of social commerce interactivity, social presence, and informativeness affect fashion purchase decisions on the Shopee platform, using perceived value and emotional trust as mediating factors under the Stimulus Organism Response (SOR) framework. A further aim is to determine whether cognitive or affective processes play a greater role in shaping consumers’ decisions to buy fashion items online. Data were collected from Indonesian Shopee users who had previously bought fashion products from stores run by startup founders, and the data were then analyzed using Partial Least Squares Structural Equation Modeling (PLS-SEM). The findings supported all of the proposed relationships. Both informativeness (β = 0.553) and interactivity (β = 0.383) showed a positive impact on perceived value, whereas social presence (β = 0.677) had a substantial positive effect on emotional trust. In turn, perceived value (β = 0.506) and emotional trust (β = 0.202) each positively influenced purchase decisions. The proposed model accounted for 74.7% of the variance in perceived value and 45.6% of the variance in purchase decisions, indicating that the cognitive route via perceived value carried more weight than the affective route via emotional trust in driving online fashion purchases. Moreover, informativeness emerged as the most impactful social commerce factor in boosting both perceived value and purchase intention.

Keywords

Social Commerce Perceived Value Emotional Trust SOR Shopee
Santoso, N. P. L., Mardiana, M., Nurmala, R., Birgithri, A., & Aisyah, E. S. N. (2026). Optimizing the SOR Method for Purchasing Decisions of Fashion Startupreneur on the Shopee Live Feature. Startupreneur Business Digital (SABDA Journal), 5(2), 119–130. https://doi.org/10.33050/sabda.v5i2.1121
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