Brand Trust as a Mediating Mechanism in E-Commerce Purchase Decisions: Evidence from Generation Z Shopee Users
DOI:
https://doi.org/10.59890/ijmbi.v4i3.10Keywords:
Brand Trust, Digital Payment, Online Reviews, Transaction Convenience, Generation Z, E-commerceAbstract
This study examines the mediating role of Brand Trust in the relationship between Digital Payment, Online Reviews, Transaction Convenience, and Purchase Decisions among Generation Z Shopee users in South Tangerang, Indonesia. A quantitative survey was conducted involving 400 respondents selected through purposive sampling. Data were analyzed using Structural Equation Modeling (SEM) with LISREL 8.72. The results indicate that Digital Payment, Online Reviews, and Transaction Convenience significantly influence Brand Trust. Transaction Convenience has the strongest effect on Brand Trust (β = 0.503), while Brand Trust significantly affects Purchase Decision (β = 0.863). Furthermore, Brand Trust mediates the effects of Digital Payment, Online Reviews, and Transaction Convenience on Purchase Decision. These findings highlight the importance of strengthening Brand Trust to enhance consumer purchase decisions in e-commerce platforms.
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