Purchase Decision Through Tokopedia Marketplace: The Role of Consumer Trust in Mediating the Effect of Price and Product Reviews

Noverina Rahmawati and Liana Mangifera ()
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Noverina Rahmawati: Universitas Muhammadiyah Surakarta (UMS), Faculty of Economics and Business
Liana Mangifera: Universitas Muhammadiyah Surakarta (UMS), Faculty of Economics and Business

A chapter in Proceedings of the International Conference on Economics and Business Studies (ICOEBS-22-2), 2024, pp 686-699 from Springer

Abstract: Abstract This study examines e-commerce, especially online shopping applications with the role of consumer trust as a mediation that influences prices and product reviews on purchasing decisions through the Tokopedia application. The method used in this research is quantitative, using a purposive sampling method of collecting data through questionnaires in the form of a Google form for people in Indonesia who use the Tokopedia application to make purchase transactions. The total sample that was successfully collected was 220 respondents, and the data was processed and analyzed using PLS-SEM using the SmartPLS 3 program. The results showed that prices, product reviews, and consumer trust directly influence purchasing decisions through the Tokopedia application. Consumer trust has successfully mediated the effect of price and product reviews on purchasing decisions through the Tokopedia application. It can be stated that the role of consumer trust as a mediating variable strongly influences prices and product reviews in purchasing decisions.

Keywords: Price; Product Review; Consumer Trust; Purchase Decision (search for similar items in EconPapers)
Date: 2024
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DOI: 10.2991/978-94-6463-204-0_57

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