The Influence of Perceived Ease of Use, Electronic Word of Mouth, and Promotion on Purchasing Decisions on Tokopedia with Consumer Trust as an Intervening Variable in Gempolsewu Village
DOI:
https://doi.org/10.59890/ijist.v4i7.18Keywords:
Perceived Ease of Use, E-WoM, Promotion, Consumer Trust, Purchasing DecisionsAbstract
This study aims to analyze the influence of Perceived Ease of Use, Electronic Word of Mouth (E-WoM), and Promotion on Purchasing Decisions through Consumer Trust as an intervening variable among Tokopedia consumers in Gempolsewu Village. This study employed a quantitative approach with a survey method. Data were collected through questionnaires distributed online using Google Forms to 100 Tokopedia consumers in Gempolsewu Village selected through purposive sampling. Data analysis was conducted using Partial Least Square–Structural Equation Modeling (PLS-SEM) with SmartPLS 4.0. The results show that Perceived Ease of Use, E-WoM, and Promotion contribute to Consumer Trust, while Perceived Ease of Use, Promotion, and Consumer Trust encourage Purchasing Decisions on Tokopedia. In addition, Consumer Trust plays a role in explaining the relationship between Perceived Ease of Use, Promotion, and Purchasing Decisions. These findings emphasize the importance of improving application usability, promotional strategies, and consumer trust in encouraging purchasing decisions on Tokopedia.
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