Abstract— Technological developments are currently
increasing rapidly so that entrepreneurs advance their business
ventures with various innovations. No wonder there are many
emerging marketplaces that provide several conveniences in
shopping. The TikTok application is one of the most popular
marketplaces. This study aims to determine the effect of Store
Atmosphere, Online Customer Reviews and Online Customer
Ratings on Purchase Intention with Trust as a mediating variable
at the TikTok Shop. This study uses quantitative data and this type
of research is associative research. The population used in this
research is live streaming viewers @oktaviana_tas_grosir. The
sample collection technique uses a non-probability sampling
technique. The sample in this study was determined by 100
respondents. The data analysis technique in this study used the
Smart PLS version 3.0 tool. The results of this study indicate that
Store Atmosphere, Online Customer Reviews and Online
Customer Ratings have a positive effect on Trust. Online
Customer Reviews and Online Customer Ratings have a positive
effect on Purchase Intention, while the Store Atmosphere has a
negative effect on Purchase Intention. Trust has a positive effect
on Purchase Intention. Trust is able to mediate Store Atmosphere,
Online Customer Reviews and Online Customer Ratings on
Purchase Intention positively.