The Effect of Promotion and Trust on Consumer Purchase Decisions Through Purchase Intention of Products on Tokopedia E-Commerce in Pontianak City

Abstract

This study aims to analyze the effect of Promotion and Trust on Purchase Decisions through Purchase Intention among Tokopedia e-commerce consumers in Pontianak City. This research uses a quantitative approach with an associative research design. The research sample consisted of 150 respondents selected using purposive sampling technique. Data were collected through the distribution of electronic questionnaires via Google Form and analyzed using Partial Least Square-based Structural Equation Modeling (SEM-PLS) with the assistance of SmartPLS software through outer model and inner model testing. The results showed that all indicators met the convergent validity criteria with loading factor values above 0.7, Average Variance Extracted (AVE) values above 0.5, and met reliability criteria with Cronbach’s Alpha and Composite Reliability values above 0.70. The R-Square value indicates that Promotion and Trust are able to explain Purchase Intention by 64.6%, while Promotion, Trust, and Purchase Intention are able to explain Purchase Decisions by 57.5%. Hypothesis testing results show that Promotion has a positive and significant effect on Purchase Intention and Purchase Decisions, Trust has a positive and significant effect on Purchase Intention, and Purchase Intention has a positive and significant effect on Purchase Decisions. However, Trust does not have a significant direct effect on Purchase Decisions. In addition, Purchase Intention is proven to mediate the effect of Promotion and Trust on Purchase Decisions among Tokopedia consumers in Pontianak City.