ONLINE PURCHASE DECISIONS AND CONSUMER TRUST AS THE IMPACT OF SOCIAL MEDIA PROMOTIONS AND ELECTRONIC SERVICE QUALITY

This research aims to analyze the influence of social media promotions and electronic service quality on online purchasing decisions, with consumer trust as a mediating variable. This research was conducted in the context of the rapidly growing e-commerce industry, where the use of social media and electronic services is key in attracting and retaining consumers. The research method used is quantitative with a survey approach. Data was collected through a questionnaire distributed to 100 respondents who were active users of e-commerce platforms. The data analysis techniques used are multiple linear regression and path analysis to test direct and indirect relationships between variables. The research results show that social media promotions have a positive and significant influence on consumer trust and online purchasing decisions. Electronic service quality also has a positive and significant influence on consumer trust and online purchasing decisions. In addition, consumer trust is proven to partially mediate the relationship between social media promotions and online purchasing decisions, as well as the relationship between electronic service quality and online purchasing decisions. These findings indicate that to improve online purchasing decisions, e-commerce companies should focus on effective promotional strategies on social media and improve the quality of their e-services. Consumer trust plays an important role in directing online purchasing decisions, so efforts to increase consumer trust through these two factors must be prioritized customer.