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All Journal Proceeding National Conference Business, Management, and Accounting (NCBMA)
Gosal, Mario Jeremy
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Economics, Econometrics & Finance Social Sciences

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FACTORS INFLUENCING CUSTOMER TRUST MEDIATED BY GUANXI IN E-COMMERCES’ FASHION INDUSTRY Hansopaheluwakan, Scherly; Vinson, Darren; Gosal, Mario Jeremy
Proceeding National Conference Business, Management, and Accounting (NCBMA) 7th National Conference Business, Management, and Accounting
Publisher : Faculty of Economics and Business Universitas Pelita Harapan

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Abstract

In an all-digital era, driven by the rapid development of technology, changing people's lifestyles and behavior in activities. One of them is the activity of buying and selling transactions. Nowadays, people tend to use a digital media platform called e-commerce to do transactions. However, even though the adaptation of e-commerce usage continues to increase, the effect after the Covid-19 experienced by business actors is continuing, causing a relatively high decline in profits. This study aims to find ways for businesses to increase their profits through a marketing approach that is oriented towards consumer trust. This research uses a quantitative descriptive method that adopts the Partial Least Square Structural Equation Model (PLS-SEM) with SmartPLS 4.0 software. The data in this study were obtained through an online questionnaire of 186 e-commerce users who have purchased clothing products, live in the Jakarta and Bogor areas, and are between 17-30 years old. This research period was conducted from January 2024 to March 2024. The findings of this research are that E-Service Quality and Customer Engagement has a direct and indirect effect on Customer Trust. The mediator variable used in this study is Guanxi which is a novelty in this study.
FACTORS INFLUENCING CUSTOMER TRUST MEDIATED BY GUANXI IN E-COMMERCES’ FASHION INDUSTRY Hansopaheluwakan, Scherly; Vinson, Darren; Gosal, Mario Jeremy
Proceeding National Conference Business, Management, and Accounting (NCBMA) 7th National Conference Business, Management, and Accounting
Publisher : Faculty of Economics and Business Universitas Pelita Harapan

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

Abstract

In an all-digital era, driven by the rapid development of technology, changing people's lifestyles and behavior in activities. One of them is the activity of buying and selling transactions. Nowadays, people tend to use a digital media platform called e-commerce to do transactions. However, even though the adaptation of e-commerce usage continues to increase, the effect after the Covid-19 experienced by business actors is continuing, causing a relatively high decline in profits. This study aims to find ways for businesses to increase their profits through a marketing approach that is oriented towards consumer trust. This research uses a quantitative descriptive method that adopts the Partial Least Square Structural Equation Model (PLS-SEM) with SmartPLS 4.0 software. The data in this study were obtained through an online questionnaire of 186 e-commerce users who have purchased clothing products, live in the Jakarta and Bogor areas, and are between 17-30 years old. This research period was conducted from January 2024 to March 2024. The findings of this research are that E-Service Quality and Customer Engagement has a direct and indirect effect on Customer Trust. The mediator variable used in this study is Guanxi which is a novelty in this study.
Co-Authors Hansopaheluwakan, Scherly Vinson, Darren