Proceedings of the Seventh Padang International Conference On Economics Education, Economics, Business and Management, Accounting and Entrepreneurship (PICEEBA 2021)

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The Influence of Security and Electronic Word of Mouth (E-Wom) on Consumer Purchase Decision on the Tokopedia Buying and Selling Site with Trust as an Intervening Variable in the City of Padang

Authors
Alvala Suva1, Yasri2
1,2Universitas Negeri Padang, Padang, Indonesia
*Corresponding author. E-mail: alvalasuva19@gmail.com
Corresponding Author
Alvala Suva
Available Online 23 November 2021.
DOI
10.2991/aebmr.k.211117.113How to use a DOI?
Keywords
Security; Electronic word of mouth; Trust; Purchase Decisions
Abstract

This study aims to 1) analyze the effect of security on Tokopedia’s consumer trust in the city of Padang, 2) analyze the effect of electronic word of mouth on Tokopedia’s consumer trust in the city of Padang, 3) analyze the effect of security on Tokopedia consumer purchasing decisions in the city of Padang, 4) analyze The influence of electronic word of mouth on Tokopedia’s consumer purchasing decisions in the city of Padang, 5) analyzing the influence of trust on Tokopedia’s consumer purchase decisions in the city of Padang 6) analyzing the effect of security on Tokopedia consumer purchasing decisions in the city of Padang through trust as an intervening variable, 7) analyzing the influence electronic word of mouth on Tokopedia consumer purchasing decisions in the city of Padang through trust as an intervening variable The population in this study were people in the city of Padang who had used Tokopedia with a sample size of 196 respondents. Field surveys by distributing questionnaires were carried out to collect data. The data obtained were analyzed using Structural Equation Modeling (SEM) with Smart PLS 3. The results showed that 1) Security has a significant effect on Tokopedia consumer trust in the city of Padang, 2) electronic word of mouth has a significant effect on Tokopedia’s consumer trust in the city of Padang, 3) Security has a significant effect on Tokopedia consumer purchasing decisions in the city of Padang, 4) electronic word of mouth has a significant effect on Tokopedia consumer purchase decisions in the city of Padang, 5) trust has a significant effect on Tokopedia consumer purchasing decisions in the city of Padang, 6) Security has an effect Significant on Tokopedia consumer purchasing decisions in the city of Padang through trust as an intervening variable, 7) electronic word of mouth has a significant effect on Tokopedia consumer purchasing decisions in the city of Padang through trust as an intervening variable.

Copyright
© 2021 The Authors. Published by Atlantis Press International B.V.
Open Access
This is an open access article under the CC BY-NC license.

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Volume Title
Proceedings of the Seventh Padang International Conference On Economics Education, Economics, Business and Management, Accounting and Entrepreneurship (PICEEBA 2021)
Series
Advances in Economics, Business and Management Research
Publication Date
23 November 2021
ISBN
10.2991/aebmr.k.211117.113
ISSN
2352-5428
DOI
10.2991/aebmr.k.211117.113How to use a DOI?
Copyright
© 2021 The Authors. Published by Atlantis Press International B.V.
Open Access
This is an open access article under the CC BY-NC license.

Cite this article

risenwbib
TY  - CONF
AU  - Alvala Suva
AU  - Yasri
PY  - 2021
DA  - 2021/11/23
TI  - The Influence of Security and Electronic Word of Mouth (E-Wom) on Consumer Purchase Decision on the Tokopedia Buying and Selling Site with Trust as an Intervening Variable in the City of Padang
BT  - Proceedings of the Seventh Padang International Conference On Economics Education, Economics, Business and Management, Accounting and Entrepreneurship (PICEEBA 2021)
PB  - Atlantis Press
SP  - 607
EP  - 613
SN  - 2352-5428
UR  - https://doi.org/10.2991/aebmr.k.211117.113
DO  - 10.2991/aebmr.k.211117.113
ID  - Suva2021
ER  -