Proceedings of the International Conference on Economics and Business Studies (ICOEBS-22-2)

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

Authors
Noverina Rahmawati1, Liana Mangifera1, 1, *
1Faculty of Economics and Business, Universitas Muhammadiyah Surakarta (UMS), Surakarta, Indonesia
*Corresponding author. Email: Liana.mangifera@ums.ac.id
Corresponding Author
Liana Mangifera
Available Online 4 October 2023.
DOI
10.2991/978-94-6463-204-0_57How to use a DOI?
Keywords
Price; Product Review; Consumer Trust; Purchase Decision
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.

Copyright
© 2024 The Author(s)
Open Access
Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

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Volume Title
Proceedings of the International Conference on Economics and Business Studies (ICOEBS-22-2)
Series
Advances in Economics, Business and Management Research
Publication Date
4 October 2023
ISBN
978-94-6463-204-0
ISSN
2352-5428
DOI
10.2991/978-94-6463-204-0_57How to use a DOI?
Copyright
© 2024 The Author(s)
Open Access
Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

Cite this article

risenwbib
TY  - CONF
AU  - Noverina Rahmawati
AU  - Liana Mangifera
PY  - 2023
DA  - 2023/10/04
TI  - Purchase Decision Through Tokopedia Marketplace: The Role of Consumer Trust in Mediating the Effect of Price and Product Reviews
BT  - Proceedings of the International Conference on Economics and Business Studies (ICOEBS-22-2)
PB  - Atlantis Press
SP  - 686
EP  - 699
SN  - 2352-5428
UR  - https://doi.org/10.2991/978-94-6463-204-0_57
DO  - 10.2991/978-94-6463-204-0_57
ID  - Rahmawati2023
ER  -