The Role of E-Trust and User Experience on Online Purchasing Decisions with Discounts as a Moderating Variable for Shopee Consumers of Erigo Fashion Products
Keywords:
user experience, e-trust, Erigo fashion brand, Shopee platformAbstract
This study aims to analyze the influence of user experience and e-trust on online purchasing decisions for Erigo fashion brand products on the Shopee platform in Pandeglang Regency, with discounts as a moderating variable. The study used an associative quantitative approach with the SEM-PLS method on 140 Shopee user respondents selected through random sampling techniques in five sub-districts in Pandeglang Regency. The results showed that user experience had no significant effect on online purchasing decisions, while e-trust had a positive and significant effect on purchasing decisions. In addition, the discount variable was unable to moderate the relationship between user experience and e-trust on purchasing decisions. The research findings confirm that digital trust is the main factor influencing consumer decisions in purchasing fashion products online compared to user experience or price promotion stimuli. This study contributes to the development of digital consumer behavior studies, especially in fashion marketplaces in developing regions, and serves as a strategic reference for e-commerce platforms in increasing consumer trust.
References
Adenuga, A. H., Jack, C., & McCarry, R. (2024). Behavioural drivers of long-term land leasing adoption: application of an extended theory of planned behaviour. Environment, Development and Sustainability. https://doi.org/10.1007/s10668-024-04661-y
Adeyemi, A. E. (2025). Promoting SDGs Through Education : A Theory of Planned Behavior Analysis of Japanese and Nigerian Students ’ Sustainability Actions. 6901–6916. https://doi.org/10.1002/sd.3493
Adinda, A. A. (2021). Pengaruh Price Discount Terhadap Impulse Buying Di Masa Pandemi Covid-19 (Studi Pada Konsumen Yogya Sunda Department Store di Kota Bandung). Manajemen Pemasaran, 15–33.
Aditi, B., Silaban, P., & Ronny, Y. (2023). International Journal of Data and Network Science The effect of social media and word of mouth on buying interest and brand image in creative eco- nomic business. International Journal of Dta and Network Science, 7, 225–234. https://doi.org/10.5267/j.ijdns.2022.11.001
Al-shamaileh, O., & Sutcliffe, A. (2023). International Journal of Human - Computer Studies Why people choose Apps : An evaluation of the ecology and user experience of mobile applications. International Journal of Human - Computer Studies, 170(November 2022), 102965. https://doi.org/10.1016/j.ijhcs.2022.102965
Anggraini, Nur Aisyah; Anisa, F. (2020). PENGARUH SHOPPING LIFESTYLE DAN FASHION INVOLVEMENT TERHADAP IMPULSIF BUYING DENGAN POSITIVE EMOTION SEBAGAI VARIABEL MEDIASI ( Studi Empiris Pada Konsumen Shopee Fashion Di Magelang ) SKRIPSI Untuk Memenuhi Sebagian Persyaratan Mencapai Derajat Sarjana S. In Business and Economics Conference in Utilization of Modern Technology.
Atulkar, S. (2020). Brand trust and brand loyalty in mall shoppers. Marketing Intelligence and Planning, 38(5), 559–572. https://doi.org/10.1108/MIP-02-2019-0095
Banerji, R., & Singh, A. (2026). Do social media marketing activities promote customer loyalty ? A study on the e-commerce industry. LBS Journal of Management & Research, 22(1), 93–109. https://doi.org/10.1108/LBSJMR-04-2023-0016
Barkah, & Nabila, M. E. (2021). Pengaruh E-Service Quality, E-Trust, dan E-WOM Terhadap E-Satisfaction Pengguna Aplikasi Shopee di Kota Pontianak. Proceeding Seminar Bisnis Seri V, 269–277.
Bencsik, A., & Juhasz, T. (2023). The soft criteria of competitiveness: A symbiosis of trust and knowledge. Cogent Business and Management, 10(1). https://doi.org/10.1080/23311975.2023.2176976
Brain & Company. (2024). Costumr Experience. https://www.bain.com/consulting-services/customer-strategy-and-marketing/customer-experience-transformation/
Chawla, N., & Kumar, B. (2022). E ‑ Commerce and Consumer Protection in India : The Emerging Trend. Journal of Business Ethics, 180(2), 581–604. https://doi.org/10.1007/s10551-021-04884-3
Fan, W., Shao, B., & Dong, X. (2022). Effect of e-service quality on customer engagement behavior in community e-commerce. Frontiers in Psychology, September, 1–16. https://doi.org/10.3389/fpsyg.2022.965998
Hair, J. F., Hult, G. T. M., & Ringle, C. M. (2021). A Primer on Partial Least Squares Structural Equation Modeling ( PLS-SEM ).
Jongmans, E., Jeannot, F., Liang, L., Dampérat, M., Jongmans, E., Jeannot, F., Liang, L., & Dampérat, M. (2023). Impact of website visual design on user experience and website evaluation : The sequential mediating roles of usability and pleasure To cite this version : HAL Id : halshs-04159555. Hall Open Science, 38(17–18), 2078–2113.
Kim, J., & Yum, K. (2024). applied sciences Enhancing Continuous Usage Intention in E-Commerce Marketplace Platforms : The Effects of Service Quality , Customer Satisfaction , and Trust. Applied Sciences (Switzerland), 14(7617), 1–15.
Kiran, F. (2021). Role of Health Literacy in Shaping Consumer Organic Purchase Intention : A TPB- Based Perspective. 3(4), 641–651.
Latan, H., Hair, J. F., & Noonan, R. (2023). Partial least squares path modeling: Basic concepts, methodological issues and applications. In Partial Least Squares Path Modeling: Basic Concepts, Methodological Issues and Applications. https://doi.org/10.1007/978-3-031-37772-3
Li, C., Chu, M., Zhou, C., & Zhao, L. (2020). Computers & Industrial Engineering Two-period discount pricing strategies for an e-commerce platform with strategic consumers. Computers & Industrial Engineering, 147(June), 106640. https://doi.org/10.1016/j.cie.2020.106640
Li, H., & Id, Z. C. (2024). How do e-commerce platforms and retailers implement discount pricing policies under consumers are strategic ? PLoS ONE, 19(5), 1–15. https://doi.org/10.1371/journal.pone.0296654
Luo, H., Cheng, S., Zhou, W., Yu, S., & Lin, X. (2021). A Study on the Impact of Linguistic Persuasive Styles on the Sales Volume of Live Streaming Products in Social E-Commerce Environment. Mathematics, 9, 1576.
Ma, L., Gao, S., & Zhang, X. (2022). How to Use Live Streaming to Improve Consumer Purchase Intentions: Evidence from China. Sustainability (Switzerland), 14(2), 1–20. https://doi.org/10.3390/su14021045
Märtin, C., Bissinger, B. C., & Asta, P. (2023). Optimizing the digital customer journey — Improving user experience by exploiting emotions , personas and situations for individualized user interface adaptations. Wiley Online Library, May 2021, 1050–1061. https://doi.org/10.1002/cb.1964
Necula, S. (2023). applied sciences AI-Driven Recommendations : A Systematic Review of the State of the Art in E-Commerce. Applied Sciences (Switzerland), 13(5531), 1–22.
Pradana, D., Hudayah, S., & Rahmawati. (2019). Pengaruh Harga Kualitas Produk dan Citra Merek Brand Image Terhadap Keputusan Pembelian Motor. JIMFE (Jurnal Ilmiah Manajemen Fakultas Ekonomi), 5(1), 1–14. https://doi.org/10.34203/jimfe.v5i1.1324
Prasida, A., Wijoyo, S. H., & Rokhmawati, R. I. (2021). Evaluasi User Experience Pada Website Progate.Com Menggunakan Indikator UX Honeycomb. Jurnal Pengembangan Teknologi Informasi Dan Ilmu Komputer, 5(7), 2994–3004.
Purwanto Nuri. (2021). Pengaruh E-Trust Dan Online Consumer Review Terhadap Keputusan Pembelian (Studi Pada Konsumen Tokopedia Di Jombang). Jurnal EK&BI, 4, 2620–7443. https://doi.org/10.37600/ekbi.v4i2.357
Shehadeh, M., Almohtaseb, A., Aldehayyat, J., & Abu-AlSondos, I. A. (2023). Digital Transformation and Competitive Advantage in the Service Sector: A Moderated-Mediation Model. Sustainability (Switzerland), 15(3). https://doi.org/10.3390/su15032077
Sugiono, P. D. (2019). Metode Penelitian Kuantitatif Kualitatif dan R&D (S. P. M. Dr Ir.Sutopo (ed.); Kedua Ceta). Alfa Beta Bandung.
Suman, E. F. (2024). How Do Trust , Customer Review and Product Risk Affect Customer Engagement in Influencing Purchase Intention in e-Commerce Transactions ? Jurnal Maksipreneur, 14(1), 201–218.
Zhi, C., Sekhar, G. G. R., Navdeti, C. P., Vignesh, A., Thakare, A., & Baskaran, J. (2025). Optimizing User Engagement in Social Media Platforms: A Machine Learning-Driven Analytical Framework. 2025 International Conference on Computational Innovations and Engineering Sustainability, ICCIES 2025. https://doi.org/10.1109/ICCIES63851.2025.11032744
