Analysis of E-Grocery Purchase Decisions Mediated by E-Trust in Indonesia Quick Commerce

Authors : Ida Royanti; Rina Astini

Volume/Issue : Volume 8 - 2023, Issue 8 - August

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E-grocery, or online buying groceries, was one of the types of online shopping that emerged after the pandemic. Quick Commerce (q-commerce), known as on-demand grocery shopping, is a common model for electronic grocery delivery. This study aimed to analyze the effect of e-service quality, perceived ease of use, and e-WoM on consumers' purchase decisions of e-grocery mediated by e-trust in the Astro quick commerce application. The total survey data of 125 respondents were analyzed using Partial Least Squares Structural Equation Modeling (PLS-SEM). The research findings indicate that e-service quality and e-WoM positively and significantly affect e-trust. It was also indicated that e- service quality, e-WoM, and e-trust positively and significantly affect purchase decisions. However, perceived ease of use did not have a significant effect either on e-trust or purchase decisions. E-trust partially mediated the effect of e-service quality and e-WoM, but not perceived ease of use, on purchase decisions. To ensure that the generated e-WoM about Astro is always positive, the writer suggests that Astro management work improve compensation services, prioritize application usability, and maintain strict control over all materials related to information about Astro.

Keywords : E-Service Quality, Perceived Ease of Use, E- Word of Mouth, E-Trust, Purchase Decisions, Quick Commerce.


Paper Submission Last Date
31 - December - 2023

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