Analysis of The Effect of Trust on Online Purchase Decisions with Consumer Behavior as an Intervening Variable

Yusniar Lubis (), Diana Diana, Syaifuddin Syaifuddin, Fajar Rezeki Ananda Lubis and Okto Rikiko Al Leonardo Dago
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Yusniar Lubis: Universitas Medan Area, Lecturer of Doctoral Agriculture Study Program
Diana Diana: Universitas Prima Indonesia Medan, Graduate School
Syaifuddin Syaifuddin: Universitas Prima Indonesia Medan, Management Science
Fajar Rezeki Ananda Lubis: Universitas Prima Indonesia Medan, Management Science
Okto Rikiko Al Leonardo Dago: Universitas Prima Indonesia, Student

A chapter in Proceedings of the International Conference on Economics, Business, Management and Accounting (ICEBesMA 2025), 2025, pp 199-215 from Springer

Abstract: Abstract Online purchases often lead to customer distrust. Therefore, online purchases are considered to have significant risks. This study tests the independent variable, namely Trust (X1), the dependent variable, namely Online Purchase Decision (Y), and the intervening variable, namely Consumptive Behavior (Z). The type of research used in this study is quantitative. The population in this study consists of people who have used the Shopee, Tokopedia, and Lazada applications in Medan City, with an unknown population size. Based on sample size calculation, the number of samples needed is 150 respondents. The results of the study indicate that trust does not have a significant direct influence on consumer purchasing decisions in the context of e-commerce. However, there is a positive and significant direct influence between consumptive behavior and purchasing decisions on e-commerce platforms. Furthermore, there is a positive and significant direct influence of trust on consumer consumptive behavior in the context of online purchases. For the indirect effect, there is a significant mediating role, where trust influences purchasing decisions indirectly through consumptive behavior.

Keywords: Trust; Purchasing Decisions; Online; Consumer Behavior (search for similar items in EconPapers)
Date: 2025
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DOI: 10.2991/978-94-6463-960-5_16

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