Ranti, Novena Qirana, Agung, Deatri Arumsari and Ellitan, Lena (2022) The Impact of Security and e-WoM to Purchase Decision With TrustAs Mediator In Online Shopping Through The Shopee Application. In: Proceedings of the 4th Asia Pacific Management Research Conference (APMRC 2022) Advances in Economics, Business and Management Research, 12 Desember 2022, Surabaya.
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Abstract
The numberofe-commercepoppingupinIndonesia, shiftingIndone-sian buying behavior from offline toonline. The largeste-commerce companyin Indonesia nowis Shopee, there fore this research aims to analyze the impact of security and electronic word of mouth(e-wom) onpurchas edecisions with trust as a mediator inonline shopping through the Shopee application. This study uses a quantitative deductive approach.The analytical technique us edin this study is SEM-PLS analysis using the smart PLS program.The population inthisstudy is Shopeeusersin Makassar, with asamplesize of 150 respondents, using the purposive sampling technique. This research proves that security and e-womsig-nificantly affect purchase decisions. This study demonstrates that securityand e-wom significantly affecttrust. Then, this study alsodemon strates that trusthas a significant effec tonpurchasedecisions. Trustisalso significant asamediator between security and purchase decision, a swellasbetweene-womandpurchase decision. This researchs uggests that Shopee should improve the quality of pay-ment in formation security, explain the information that must be given in the review column, in crease trust by keeping promises made to customers, and update the security system to make usersfeelprotected.
| Item Type: | Conference or Workshop Item (Paper) |
|---|---|
| Uncontrolled Keywords: | Security · Electronic WordofMouth(e-WOM) · Trust · Purchase Decision |
| Subjects: | Business > Management Digital Business Management > Business > Management |
| Divisions: | Proceeding |
| Depositing User: | F.X. Hadi |
| Date Deposited: | 19 Nov 2024 03:26 |
| Last Modified: | 27 Feb 2025 06:43 |
| URI: | https://repositori.ukwms.ac.id/id/eprint/41158 |
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