The Influence of Price, Convenience, and Trust on E-Commerce Purchase Decisions with Digital Trust as an Intervening Variable among Generation Z (A Study of Shopee in the TNI AL Ciangsana Housing Complex)

Abstract

This study analyzes the effects of price, ease of use, and trust on the purchasing decisions of Generation Z Shopee users in Komplek TNI AL Ciangsana, with digital trust as an intervening variable. The study employs a quantitative approach through a survey, using purposive sampling and Structural Equation Modeling– Partial Least Squares (SEM-PLS) for data analysis. The results indicate that price, ease of use, and trust influence both digital trust and purchasing decisions. Furthermore, digital trust has an effect on purchasing decisions and mediates the effects of price, ease of use, and trust on purchasing decisions. Thus, Generation Z's purchasing decisions are influenced not only by competitive prices and transaction convenience but also by digital trust in Shopee's security, reliability, and credibility. Therefore, enhancing digital trust is an important factor for e-commerce platforms in encouraging purchasing decisions among Generation Z.