The Role of E-trust, Experiential Marketing and Advertising in Purchasing Decision on E-commerce Tokopedia

Icha Vallyncia Rahma; Mashita Fahmi Wardhani; Diana Aqmala; Guruh Taufan Hariyadi

doi:10.37641/jimkes.v13i1.3042

Authors

Icha Vallyncia Rahma Faculty of Economics and Business, University Dian Nuswantoro; Semarang, Indonesia
Mashita Fahmi Wardhani Faculty of Economics and Business, University Dian Nuswantoro; Semarang, Indonesia
Diana Aqmala Faculty of Economics and Business, University Dian Nuswantoro; Semarang, Indonesia
Guruh Taufan Hariyadi Faculty of Economics and Business, University Dian Nuswantoro; Semarang, Indonesia

DOI:

https://doi.org/10.37641/jimkes.v13i1.3042

Keywords:

Purchasing Decisions, E-Trust, Experiential Marketing, MarketingAdvertising, Tokopedia E-Commerce

Abstract

Purchasing decisions are the process that consumers do when choosing and buying products or services. This study aims to analyze the factors that influence purchasing decisions on Tokopedia e-commerce, focusing on e-trust, experiential marketing, and advertising. The purpose of this study is to determine how E-trust, Experiential Marketing and Advertising can play a role in purchasing decisions. The study used a quantitative approach involving 107 respondents selected through purposive sampling. The results showed that e-trust did not have a significant effect on purchasing decisions on Tokopedia. This indicates that the electronic trust factor does not have a direct impact on consumer decisions on this platform. In contrast, experiential marketing and advertising have been shown to have a positive and significant effect on purchasing decisions. The experience provided to consumers through interesting interactions and effective advertising can increase consumer interest in buying products. These findings indicate that although e-trust does not have much influence, good consumer experience and appropriate promotion through advertising can be key factors in driving purchasing decisions on Tokopedia. This study provides important insights for e-commerce managers to design more effective marketing strategies.

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