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All Journal Indonesian Journal of Economic & Management Sciences (IJEMS)
Welafubun, Evita Veronica
Unknown Affiliation
Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Social Sciences

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Analysis of Perceived Trust on Online Buying Behavior Mediated by Online Shopping Attitude in E-Commerce Applications (Study on Universitas Palangka Raya Students) Welafubun, Evita Veronica; Sintani, Lelo; Sambung, Roby
Indonesian Journal of Economic & Management Sciences Vol. 2 No. 6 (2024): December 2024
Publisher : PT FORMOSA CENDEKIA GLOBAL

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.55927/ijems.v2i6.13424

Abstract

A study conducted among students of Universitas Palangka Raya aimed to examine the impact of perceived trust on online purchasing behavior, with online shopping attitude as a mediator. The research utilized a descriptive quantitative approach and collected data through questionnaires. The findings revealed that perceived trust significantly influences online shopping attitude. Moreover, the study found that online shopping attitude acts as a mediator between perceived trust and online purchasing behavior. This suggests that consumer trust not only affects their attitude towards online shopping but also plays a role in their purchase decisions. The research highlights the importance for e-commerce businesses to prioritize building consumer trust and creating positive shopping experiences. However, limitations of the study include a limited sample size and the exclusion of external factors that may impact online shopping behavior. Future research should consider a larger sample and explore additional variables that may influence the trust-online shopping behavior relationship.
Co-Authors Lelo Sintani Roby Sambung