Kepercayaan Konsumen Sebagai Mediator antara Promosi, Cash On Delivery, dan Keputusan Pembelian Online Produk Kecantikan Lokal

Tsalis Kurniawan Husain (Universitas Muslim Indonesia)
Farizah Dhaifina Amran (Universitas Muslim Indonesia)
Mais Ilsan (Universitas Muslim Indonesia)
Laili Aqila (Universitas Muslim Indonesia)
Indri Amelia (Universitas Muslim Indonesia)

JIA (Jurnal Ilmiah Agribisnis) : Jurnal Agribisnis dan Ilmu Sosial Ekonomi Pertanian
Vol. 11 No. 1 (2026)

In the competitive e-commerce landscape, local brands like Mabello Indonesia utilize promotions and Cash on Delivery (COD) to drive sales. This study examines the influence of these factors on purchasing decisions through consumer trust, focusing on local beauty products in Makassar, Indonesia. Using a quantitative SEM-PLS (Structural Equation Modeling–Partial Least Squares) approach, data were collected from 100 young e-commerce users. Results: Promotions significantly influence purchasing decisions, with consumer trust acting as a significant mediator. However, consumer trust does not significantly mediate the relationship between COD and purchasing decisions. This suggests that for digital-native consumers, COD has shifted from a risk-mitigation tool to a mere logistical convenience. Practical Implications: Local MSMEs should prioritize authentic, culturally grounded promotions to foster long-term trust while maintaining COD services to ensure transaction certainty.