Examining the Effects of Instagram Promotion and Marketplace Trust on Women's Fashion Product Online Purchase Behaviors

Trust in the marketplace is a person's belief that the marketplace has honest sellers, has rules or procedures, and runs a fair business, where trust in the marketplace plays an important role in purchase intention and purchase decision. This research aims to determine the relationship between the influence of trust in the marketplace and Instagram promotion on purchase intention and purchase decisions for women's fashion products online. Data was taken from a population consisting of women aged over 18 years and over who shop for fashion products via e-marketplace, and use Instagram to obtain information on fashion product promotions. A total of 122 completed questionnaires were gathered and there were 114 respondents who met the criteria based on purposive sampling method. This research uses a quantitative method using SmartPLS-SEM 4.0 to analyze data with a non-parametric approach. The Study reveals that trust in marketplace and Instagram promotion have a positive and significant effect on purchasing interest and decisions based on outer model and inner model data. The result indicated that purchase intention on women’s clothing was significantly had positive influence on purchase decision, where purchase intention becomes motivation and encourages action to purchase women’s fashion products. The findings of this study proposed useful information for entrepreneurs to help them have better understanding towards consumer habits in making women’s fashion purchases.