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Dani Rizana
Universitas Putra Bangsa
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Exploring the Mediating Role of Attitude between Serendipity and Trust in Seller toward Online Purchase Reni Suci Wahyuni; Ahmad Syarif Mutsanna; Dani Rizana
Value Added : Majalah Ekonomi dan Bisnis Vol 22, No 1 (2026): Value Added : Majalah Ekonomi dan Bisnis (April period)
Publisher : Universitas Muhammadiyah Semarang

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.26714/vameb.v22i1.20869

Abstract

This study investigates the effects of serendipity and trust in seller on online purchase intention, with attitude functioning as a mediating variable among Shopee Live users in Central Java, Indonesia. A quantitative survey approach was employed, involving 150 respondents, and the data were analyzed using Partial Least Squares Structural Equation Modeling (PLS-SEM). The findings reveal that both serendipity and trust in seller exert positive and significant effects on attitude and online purchase intention, both directly and indirectly through attitude. These results indicate that affective experiences and cognitive trust operate synergistically in shaping consumers’ online purchasing intentions. Theoretically, this research extends the application of the Theory of Reasoned Action and the Stimulus–Organism–Response (S-O-R) framework within the context of live commerce. Practically, it offers strategic insights for e-commerce practitioners to enhance interactive experiences and strengthen consumer trust in digital marketplaces.
Co-Authors Abda Abda Adinda Kinaryosih Afifatul Khoeriyah Ahmad Syarif Mutsanna Ahmad Syarifudin Aisyah Setianingsih Akhmad Syarifudin Alfian Setiawan Almas Nur Falah Alvin Rakhman Raharjo Alya Ellyta Naufalia Amanda Pradita Nurul Febrianti Amelia Putri Aminalul , Safira Anita Susanti Anton Prasetyo Arifin, Sufyan Arifin, Suryana Arum Dwi Nurrohmah Astuti, Novia Rindi Puji Awaludin Abid Aziz Shofiyurrohman Baehaqi, Muhammad Bambang Setiarto Bara Fadihila Haly Cahyono, Ragil Setyo Deni Ardiansah Dini Kusumawati Eka Safitri Eko Wardoyo Ella Alicia Nur Affiffah Eriko Dwi Handoko Erlagista Eka Saputri Fadilah Muslihatun Fahmi Aqil Saputra Faiqoh Riski Wulandari Fajar Tri Wahyuningsih Falah, Almas Nur Fani Putri Lestari Fitra, Joko Fitra, Joko Gunarso Wiwoho Handoko, Eriko Dwi Heni Yuniarti Hikmah Ayu Kinanti Ibnu Ngabas Ika Neni Kristanti Ilhan Bayu Prasetyo Indah Rohyani, Indah Irfan Helmy Irfan, Helmy Isti Rokhanah Istikmah, Fitria Istiqomah, Anisa Joko Fitra Joko Fitra Krisna Nur Afrizal Laela Rahmaniya Marzukoh Larasati HaningTiyas Liling Silviana Lintang Nareswarajati Ma'rufah, Zain Kholisotul Makhfiroh, Vikka Putri Miftahul Huda Miranda Dwi Nengsi Mohammad Bagus Alfinnur Mohammad Hakim Maulana Muh.Khoeri Muhammad Baehaqi Mukhamad Fauzan Sidik Nani Triana Naryananda, Habib Pijar Bawana Nia Rahmawati Novi Mayasari Novia Rindi Puji Astuti Nur Hidayah Isnaeni Nur Latifa Hanim Pravidaningrum Nurul Sulistianingsih Pinky Flora Eka Tantri Pravidaningrum, Nur Latifa Hanim Puspita, Fani Putri Adella Finata Qori Titian Rahayu Qorni, Faishal Ragil Setyo Cahyono Rahma Anita Sari Rahmawati, Alifia Beti Reni Suci Wahyuni Reszia Nurul Febri Diani Rifa Sulthonah Rizal Dwi Saputro Rizki Agustina Rohmat Khoirul Anam Santyka, Putri Dewi Saputra, Fahmi Aqil Saryatun Septia Nur Rachma Shelly Dyah Aprilia Siti Karimatul Abadiyah Suprayogi Pamungkas Supriono Talisha Piknadia Ivanka Tutut Desti Ayuningtyas Vikka Putri Makhfiroh Vivi Anistyaningrum Wasilatunni’mah, Ana Wisnu Prasojo Wiwit Panggihraharjo Wulan Purnamasari Wulandari, Faiqoh Riski Yogatama Bunadi Putra Yuli Astriana Yusuf Zul Khajar Zelika Fatatun Malikhatun