The Influence of E-Commerce Trust, Site Loyalty, and Satisfaction on Digital Consumer Purchase Behavior
Affiliation Details
- Ayu Anora: Universitas Bumi Persada, Lhokseumawe City.
- Muchayatin: Universitas 17 Agustus 1945 Semarang
- Yanti Mayasari Ginting: Universitas Riau
Abstract
The rapid growth of the e-commerce sector has transformed the way consumers interact with the market. Key factors influencing consumer purchase decisions on digital platforms include trust in the site, user loyalty, and customer satisfaction. This study aims to analyze the relationship between these three factors and consumer purchase behavior. Data were collected through a survey of 300 respondents with active online shopping experience, using a five-point Likert scale questionnaire. The analytical technique employed was Structural Equation Modeling (SEM) to examine the relationships between variables. The findings indicate that trust in digital platforms significantly influences purchase decisions, followed by customer satisfaction and site loyalty. Additionally, the impact of social media was found to strengthen consumer trust and loyalty, leading to repeat purchases. These findings highlight the importance of maintaining transparent and secure relationships with consumers, as well as providing a sufficient shopping experience to enhance satisfaction and loyalty. This study offers guidance for e-commerce managers in designing effective strategies to retain customers and encourage repeat transactions.
Author Biographies
Ayu Anora
Universitas Bumi Persada, Lhokseumawe City.
The Faculty of Economics and Business, Universitas Bumi Persada, Lhokseumawe City, Aceh Province, Indonesia.
Muchayatin
Universitas 17 Agustus 1945 Semarang
The Faculty of Economics and Business, Universitas 17 Agustus 1945 Semarang, Semarang City, Jawa Tengah Province, Indonesia.
Yanti Mayasari Ginting
Universitas Riau
The Faculty of Economics and Business, Universitas Riau, Pekanbaru, Riau Province, Indonesia.
Article Identifiers
- Article Title: The Influence of E-Commerce Trust, Site Loyalty, and Satisfaction on Digital Consumer Purchase Behavior
- DOI: 10.59431/ijer.v5i1.512
- Publication Date: 2025-04-30
- Journal: Indonesian Journal Economic Review (IJER)
- Volume: 5
- Issue: 1
- Pages: 43-54
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