The Role of Knowledge and Trust in Online Purchase Decisions: A Case Study of E-Commerce Users

The development of e-commerce has changed the pattern of consumer behaviour in making purchases. The decision to make online purchase decisions is strongly influenced by various factors, especially consumer knowledge and trust in the e-commerce platform. This study aims to understand how knowledge and trust play a role in shaping online purchase decisions. This research uses a qualitative approach with the method of in-depth interviews with e-commerce users who actively shop online. The results showed that the level of consumer knowledge about the transaction system, return policy, and payment security affects their trust in the e-commerce platform. In addition, trust in the reputation of the seller and other user reviews is also an important factor in purchasing decisions. Implications of the research can help e-commerce developers improve marketing strategies and build a more robust system to increase customer trust.