Article Per Year (5 Year)
p-Index From 2021 - 2026
0.23
P-Index
This Author published in this journals
All Journal Jurnal Manajemen, Akuntansi dan Rumpun Ilmu Ekonomi (MAR-Ekonomi)
Irma Yunita
Faculty of Economics and Business, Mathlaul Anwar University, Banten, Indonesia
Economics, Econometrics & Finance Library & Information Science

Published : 1 Documents Claim Missing Document
Claim Missing Document
Check
Articles

Found 1 Documents
Search

 1 
The Role of E-Trust and User Experience on Online Purchasing Decisions with Discounts as a Moderating Variable for Shopee Consumers of Erigo Fashion Products Masitoh Masitoh; Irma Yunita; Muhamad Agung Dharmajaya
MAR-Ekonomi: Jurnal Manajemen, Akuntansi Dan Rumpun Ilmu Ekonomi Vol. 4 No. 03 (2026): Jurnal Manajemen, Akuntansi dan Rumpun Ilmu Ekonomi (MAR-Ekonomi), 2026
Publisher : SEAN Institute

Show Abstract | Download Original | Original Source | Check in Google Scholar

Abstract

This study aims to analyze the influence of user experience and e-trust on online purchasing decisions for Erigo fashion brand products on the Shopee platform in Pandeglang Regency, with discounts as a moderating variable. The study used an associative quantitative approach with the SEM-PLS method on 140 Shopee user respondents selected through random sampling techniques in five sub-districts in Pandeglang Regency. The results showed that user experience had no significant effect on online purchasing decisions, while e-trust had a positive and significant effect on purchasing decisions. In addition, the discount variable was unable to moderate the relationship between user experience and e-trust on purchasing decisions. The research findings confirm that digital trust is the main factor influencing consumer decisions in purchasing fashion products online compared to user experience or price promotion stimuli. This study contributes to the development of digital consumer behavior studies, especially in fashion marketplaces in developing regions, and serves as a strategic reference for e-commerce platforms in increasing consumer trust.
Co-Authors Masitoh Masitoh Muhamad Agung Dharmajaya