Influence of Advertising Appeal, Information Quality, Ease of Use, and Trust on Purchase Decisions in the Shopee Marketplace: The Mediating Role of Purchase Intention
DOI:
https://doi.org/10.55927/jambak.v5i1.14Keywords:
Advertising Attractiveness, Information Quality, Perceived Ease of Use, Purchase Intention, Purchasing DecisionAbstract
This study aims to examine how advertising appeal, information quality, ease of use, and trust affect purchasing decisions, with purchase intention acting as an intermediary variable among Shopee users. A quantitative survey was conducted, targeting Shopee users in RW 012, Menteng Dalam Urban Village, South Jakarta, who had made at least one purchase in the last six months. Purposive sampling selected 100 respondents. Data analysis used Structural Equation Modelling–Partial Least Squares (SEM-PLS) in SmartPLS, including assessments of outer and inner models and hypothesis testing through bootstrapping. Findings show that advertising appeal, information quality, ease of use, and trust significantly and positively influence purchase intention. Advertising appeal, information quality, and ease of use also significantly impact purchasing decisions, while trust does not have a significant effect.
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