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All Journal Journal Online Manajemen ELPEI (JOMEL) Paradoks : Jurnal Ilmu Ekonomi
Ayesha, Shakira
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Decision Sciences, Operations Research & Management Social Sciences

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Pengaruh Interaksi Sosial, Kepercayaan, Terhadap Niat Beli Konsumen Perempuan Dalam E-Commerce Di Kota Makassar Ayesha, Shakira; Kumalasari Yo, Sacca; Monalisa, Monalisa
Jurnal Online Manajemen ELPEI Vol 5 No 1 (2025)
Publisher : STIM-LPI Makassar

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.58191/jomel.v5i1.374

Abstract

The rapid growth of e-commerce in Indonesia, particularly among female consumers in Makassar, highlights the increasing importance of understanding the factors influencing online purchasing behavior. This study aims to examine the impact of social interaction and trust on female consumers' purchase intentions in Makassar’s e-commerce landscape.A quantitative research approach was applied using a survey method to collect data from active online shoppers in Makassar. The sampling technique employed was purposive sampling, and data was gathered through structured questionnaires utilizing a five-point Likert scale. The data analysis involved validity and reliability tests, R-square analysis, and path coefficient analysis to evaluate the relationships between social interaction, trust, and purchase intention.The results revealed that social interaction significantly influences trust (t-statistic = 6.747, p-value = 0.000) and purchase intention (t-statistic = 3.874, p-value = 0.000). Additionally, trust positively impacts purchase intention (t-statistic = 4.021, p-value = 0.000). These findings underscore the crucial role of social engagement in shaping consumer confidence in e-commerce platforms, where trust acts as a mediator in online purchasing decisions. The study also emphasises the importance of transparency, user-generated reviews, and influencer marketing in fostering consumer trust and encouraging online purchases.These insights have significant implications for e-commerce businesses, highlighting the need to develop interactive marketing strategies, enhance trust-building mechanisms, and improve consumer engagement. Future research could explore additional factors, such as algorithmic recommendations, micro-influencer effects, and interactive features in e-commerce platforms.Keywords: Social interaction, trust, purchase intention, e-commerce, female consumers.
Pengaruh Customer Experience, Brand Trust Dan Perceived Value Dalam Menciptakan Customer Loyalty Di Era Digital Pada E-Commerce Shopee Ayesha, Shakira; Muchtar , Muchtar
Paradoks : Jurnal Ilmu Ekonomi Vol. 8 No. 2 (2025): Februari - April
Publisher : Fakultas Ekonomi, Universitas Muslim Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.57178/paradoks.v8i2.1257

Abstract

Penelitian ini bertujuan untuk menganalisis pengaruh customer experience, brand trust, dan perceived value terhadap customer loyalty di era digital dengan studi kasus pada platform e-commerce Shopee. Dalam lanskap digital yang berkembang pesat, interaksi pelanggan dengan merek semakin kompleks, sehingga pengalaman pelanggan, kepercayaan terhadap merek, dan persepsi nilai menjadi faktor kunci dalam membentuk loyalitas. Customer experience mencerminkan persepsi pelanggan terhadap interaksi mereka dengan merek, sementara brand trust berkaitan dengan keyakinan pelanggan terhadap kredibilitas dan integritas merek, serta perceived value menggambarkan manfaat yang dirasakan dibandingkan dengan biaya yang dikeluarkan. Studi ini menggunakan metode kuantitatif dengan pendekatan survei, dimana data dikumpulkan melalui kuesioner online dari pengguna aktif Shopee dalam enam bulan terakhir. Teknik analisis data dilakukan dengan Structural Equation Modeling-Partial Least Squares (SEM-PLS) untuk menguji hubungan antar variabel. Hasil penelitian ini diharapkan dapat memberikan wawasan bagi perusahaan dalam merancang strategi pemasaran digital yang efektif guna meningkatkan loyalitas pelanggan dan mempertahankan daya saing di industri e-commerce yang kompetitif
Co-Authors Kumalasari Yo, Sacca Monalisa Monalisa Muchtar , Muchtar