<![CDATA[Increasingly fierce competition among marketplaces requires companies to understand the factors that shape consumer purchase intent, particularly in a digital transaction environment characterized by risks, the flow of electronic information, and demands for service quality. This study aims to analyze the influence of risk perception, electronic word of mouth (E-WOM), and service quality on consumer purchase intent on the Tokopedia marketplace, both directly and indirectly through brand image as a mediating variable. This study employs a quantitative approach using a survey method. The unit of analysis consists of Tokopedia users who have made online purchases on the platform. The research sample consisted of 390 respondents selected using purposive sampling, with the criteria of having a Tokopedia account and having made at least one transaction or purchase through the Tokopedia marketplace within the last 6 (six) months. Data were collected via a questionnaire and analyzed using Partial Least Squares-based Structural Equation Modeling (SEM-PLS) with the assistance of SmartPLS 4. Model evaluation included testing the measurement model (outer model), the structural model (inner model), and hypothesis testing via the bootstrapping procedure. The results of the study indicate that risk perception and E-WOM do not have a significant effect on brand image or purchase intention. Conversely, service quality has a positive and significant effect on brand image and purchase intention, while brand image has a positive and significant effect on purchase intention. In the indirect effect analysis, brand image did not mediate the effects of risk perception and E-WOM on purchase intention, but it did mediate the effect of service quality on purchase intention. These findings indicate that, in the context of the Tokopedia users studied, purchase intention is more strongly determined by service quality and brand image than by risk perception and E-WOM. Thus, improving service quality not only plays a direct role in driving purchase intention but also an indirect one through the formation of a more positive brand image.]]>
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