Pegaruh Kepercayaan Konsumen Terhadap Keputusan Pembelian di Tokopedia Melalui Electronic Word of Mouth Sebagai Variabel Intervening

Abstract

With rapid growth, researchers are intrigued to investigate the factors influencing  consumer purchasing decisions on this platform. Through data collection and analysis, this  research aims to provide deeper insights into how electronic word of mouth (e-WOM) influences  purchasing decisions on Tokopedia. As a popular e-commerce platform, further understanding  of these factors is expected to contribute to the development of marketing strategies and  enhancement of consumer experiences on Tokopedia. This study utilizes purposive sampling and  non-probability sampling techniques, involving 200 respondents from the community of  Tangerang City who use Tokopedia for daily shopping. Data collection is carried out through  G-form tools and manual methods with a questionnaire of statements using a 5-point Likert scale.  The research employs Partial Least Squares Structural Equation Modeling (PLS-SEM)  techniques for hypothesis testing and data validity. From the discussion of each hypothesis, some  hypotheses are rejected as they surpass the theoretical significance value. The variable rejected  is the consumer trust variable in purchasing decisions. This rejection aligns with prior research  on Scarlett products, finding that consumer trust has a positive and significant impact on  purchasing decisions, while brand image and brand ambassadors do not significantly influence  purchasing decisions (Putri & Harti, 2022). The results of this study indicate that the role of  electronic word of mouth (e-WOM) mediates the influence of consumer trust on purchasing decisions among Tokopedia users in Tangerang City.