Authors : Yudha Pratana; Yuli Harwani

Volume/Issue : Volume 9 - 2024, Issue 1 - January

Google Scholar : http://tinyurl.com/2yaf8yd7

Scribd : http://tinyurl.com/4nvahcrn

DOI : https://doi.org/10.5281/zenodo.10574757

Abstract : This research aims to analyze the influence of price perceptions, product quality and E-WOM on purchasing decisions at Shopee with trust as mediation. This research is included in the type of quantitative research. The population in this research is Shopee User Students in Jakarta with a minimum of 1x shopping, with a sample size of 205 students. The data analysis method uses Structural Equation Model-Partial Least Square (SEM-PLS). The results of this research show that Product Quality and E-WOM have a positive and significant effect on Trust, but Price Perception has no effect on Trust. Meanwhile, Trust, Price Perception, and E-WOM have a positive and significant effect on Purchasing Decisions, but Product Quality has no effect on Purchasing Decisions. Trust is not able to mediate the relationship between Price Perception and Purchasing Decisions, but Trust is able to mediate the relationship between Product Quality as Full Mediation and E-WOM as partial mediation with Purchasing Decisions.

Keywords : Price Perception, Product Quality, E-WOM, Trust, Purchasing Decisions, Shopee.