PENGARUH KEPERCAYAAN DAN LAYANAN TERHADAP PEMBELIAN E-COMMERCE

Abstract

The development of e-commerce has transformed consumer behavior in online transactions. The success of an e-commerce platform is determined not only by the variety of products offered, but also by the level of consumer trust and the quality of service provided. This study aims to analyze the influence of trust and service on purchasing decisions on e-commerce platforms. The study used a quantitative approach with a survey method. Data were collected by distributing questionnaires to 220 active e-commerce users in Indonesia selected using a purposive sampling technique. The research instrument underwent validity and reliability testing, while data analysis was conducted using multiple linear regression to examine the relationships between variables. The results indicate that trust and service have a positive and significant influence on consumer purchasing decisions on e-commerce platforms. Consumer trust proved to be a dominant factor influencing purchasing decisions, particularly regarding transaction security, personal data protection, and seller credibility. Meanwhile, service quality, including response speed, ease of access to information, and effectiveness of complaint handling, also contributed significantly to increasing consumer purchase intention. Simultaneously, these two variables explained 69.8% of the variation in consumer purchasing decisions. These findings indicate that enhancing trust and service quality are important strategies for e-commerce companies to enhance competitiveness and customer loyalty. This research contributes to the development of digital consumer behavior studies and serves as a reference for e-commerce platform managers in designing more effective, consumer-focused service strategies.