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Putri, Amelia Delfina
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Economics, Econometrics & Finance

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EXPLORATION OF TRUST PARADOX IN CONSUMER BEHAVIOR IN THE USE OF THE TOKOPEDIA APPLICATION Suliha, Suliha; Brahmana, Rico; Rachmadi, Firman; Putri, Amelia Delfina; Aulia, Virdha Rahma
Multifinance Vol. 3 No. 1 (2025): Multifinance
Publisher : PT. Altin Riset Publishing

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.61397/mfc.v3i1.393

Abstract

This study explores the Trust Paradox phenomenon among Tokopedia users, a condition where consumers still intend to buy even though their level of trust in the platform is low. Using a quantitative approach and PLS-SEM analysis of 154 respondents, it was found that Perceived Value, User Experience, and Trust Paradox have a significant effect on Purchase Intention. In contrast, Trust and Perceived Risk do not show a significant direct effect. Exploratory analysis identifies user segments with high purchase intentions despite having low trust, strengthening the existence of the Trust Paradox in digital consumer behavior.
Co-Authors Aulia, Virdha Rahma Brahmana, Rico Rachmadi, Firman Suliha, Suliha