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All Journal Perigel: Jurnal Penyuluhan Masyarakat Indonesia Jurnal Akuntansi dan Teknologi Keuangan Indonesian Journal Economic Review (IJER) Jurnal Ekonomi Logistik
Muchayatin
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Humanities Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Social Sciences

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Journal : Indonesian Journal Economic Review (IJER)

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The Influence of E-Commerce Trust, Site Loyalty, and Satisfaction on Digital Consumer Purchase Behavior Anora, Ayu; Muchayatin; Ginting, Yanti Mayasari
Indonesian Journal Economic Review (IJER) Vol. 5 No. 1 (2025): April
Publisher : Divisi Riset, Lembaga Mitra Solusi Teknologi Informasi (L-MSTI)

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.59431/ijer.v5i1.512

Abstract

The rapid growth of the e-commerce sector has transformed the way consumers interact with the market. Key factors influencing consumer purchase decisions on digital platforms include trust in the site, user loyalty, and customer satisfaction. This study aims to analyze the relationship between these three factors and consumer purchase behavior. Data were collected through a survey of 300 respondents with active online shopping experience, using a five-point Likert scale questionnaire. The analytical technique employed was Structural Equation Modeling (SEM) to examine the relationships between variables. The findings indicate that trust in digital platforms significantly influences purchase decisions, followed by customer satisfaction and site loyalty. Additionally, the impact of social media was found to strengthen consumer trust and loyalty, leading to repeat purchases. These findings highlight the importance of maintaining transparent and secure relationships with consumers, as well as providing a sufficient shopping experience to enhance satisfaction and loyalty. This study offers guidance for e-commerce managers in designing effective strategies to retain customers and encourage repeat transactions.
Co-Authors Amsar Ayu Anora Camilius Dirgo Wahyono Farrah Sapnanda, Nabila Ginting, Yanti Mayasari Sulistiyani Yuniarto, Galuh