Proceedings of the 4th Asia Pacific Management Research Conference (APMRC 2022)

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The Impact of Security and e-WoM to Purchase Decision with Trust as Mediator in Online Shopping Through the Shopee Application

Authors
Novena Qirana Ranti1, Deatri Arumsari Agung1, *, Lena Ellitan1
1Faculty of Business, Universitas Katolik Widya Mandala Surabaya, Surabaya, Indonesia
*Corresponding author. Email: deatri@ukwms.ac.id
Corresponding Author
Deatri Arumsari Agung
Available Online 12 December 2022.
DOI
10.2991/978-94-6463-076-3_26How to use a DOI?
Keywords
Security; Electronic Word of Mouth (e-WOM); Trust; Purchase Decision
Abstract

The number of e-commerce popping up in Indonesia, shifting Indonesian buying behavior from offline to online. The largest e-commerce company in Indonesia now is Shopee, therefore this research aims to analyze the impact of security and electronic word of mouth (e-wom) on purchase decisions with trust as a mediator in online shopping through the Shopee application. This study uses a quantitative deductive approach. The analytical technique used in this study is SEM-PLS analysis using the smartPLS program. The population in this study is Shopee users in Makassar, with a sample size of 150 respondents, using the purposive sampling technique. This research proves that security and e-wom significantly affect purchase decisions. This study demonstrates that security and e-wom significantly affect trust. Then, this study also demonstrates that trust has a significant effect on purchase decisions. Trust is also significant as a mediator between security and purchase decision, as well as between e-wom and purchase decision. This research suggests that Shopee should improve the quality of payment information security, explain the information that must be given in the review column, increase trust by keeping promises made to customers, and update the security system to make users feel protected.

Copyright
© 2023 The Author(s)
Open Access
Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

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Volume Title
Proceedings of the 4th Asia Pacific Management Research Conference (APMRC 2022)
Series
Advances in Economics, Business and Management Research
Publication Date
12 December 2022
ISBN
978-94-6463-076-3
ISSN
2352-5428
DOI
10.2991/978-94-6463-076-3_26How to use a DOI?
Copyright
© 2023 The Author(s)
Open Access
Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

Cite this article

risenwbib
TY  - CONF
AU  - Novena Qirana Ranti
AU  - Deatri Arumsari Agung
AU  - Lena Ellitan
PY  - 2022
DA  - 2022/12/12
TI  - The Impact of Security and e-WoM to Purchase Decision with Trust as Mediator in Online Shopping Through the Shopee Application
BT  - Proceedings of the 4th Asia Pacific Management Research Conference (APMRC 2022)
PB  - Atlantis Press
SP  - 346
EP  - 359
SN  - 2352-5428
UR  - https://doi.org/10.2991/978-94-6463-076-3_26
DO  - 10.2991/978-94-6463-076-3_26
ID  - Ranti2022
ER  -