<![CDATA[Purchasing decisions are the process that consumers do when choosing and buying products or services. This study aims to analyze the factors that influence purchasing decisions on Tokopedia e-commerce, focusing on e-trust, experiential marketing, and advertising. The purpose of this study is to determine how E-trust, Experiential Marketing and Advertising can play a role in purchasing decisions. The study used a quantitative approach involving 107 respondents selected through purposive sampling. The results showed that e-trust did not have a significant effect on purchasing decisions on Tokopedia. This indicates that the electronic trust factor does not have a direct impact on consumer decisions on this platform. In contrast, experiential marketing and advertising have been shown to have a positive and significant effect on purchasing decisions. The experience provided to consumers through interesting interactions and effective advertising can increase consumer interest in buying products. These findings indicate that although e-trust does not have much influence, good consumer experience and appropriate promotion through advertising can be key factors in driving purchasing decisions on Tokopedia. This study provides important insights for e-commerce managers to design more effective marketing strategies.]]>
Copyrights © 2025
