PENGARUH ONLINE CUSTOMER EXPERIENCES TERHADAP KEPUTUSAN PEMBELIAN DENGAN KEPERCAYAAN SEBAGAI INTERVENING

(STUDI PADA PEMBELIAN ELEKTRONIK DI MARKETPLACE SHOPEE)

INFLUENCE OF ONLINE CUSTOMER EXPERIENCES ON PURCHASE DECISIONS WITH TRUST AS INTERVENING

(STUDY ON ELECTRONIC PURCHASE AT MARKETPLACE SHOPEE)

This study aims to analyze and explain the influence of online customer experiences on purchasing with trust as an
intervening (study on electronic purchases at Shopee). Purposive sampling is used in the sampling technique with a
total of 110 Shopee user respondents who have purchased electronic products. The analytical tool used is SPSS 26
for Mac with a path analysis approach. The research data source uses primary data in the form of an online
questionnaire with a Likert measurement scale. The results of the research show that Online Customer Experiences
affect purchasing decisions directly, Online Customer Experiences positively affect trust, but trust affects
purchasing decisions indirectly.
Keywords: Online Customer Experiences, Trust, Purchase Decision