Analisis Pengaruh Store Badges, Product Quality, dan Price Perception terhadap Customer Trust serta Purchase Decision di Platform E-Commerce

This study aims to analyze the influence of store badges, product quality, and price perception on customer trust and purchase decisions on the Tokopedia e-commerce platform. This study uses a quantitative approach with data collection methods through online questionnaires distributed to active Tokopedia users. The population in this study is Tokopedia users, with a sample size of 320 respondents determined using purposive sampling techniques. This study uses 40 indicators to measure the research variables. Data processing is conducted using the Structural Equation Modeling (SEM) method with AMOS software. Out of the seven hypotheses proposed, six show significant results, while one hypothesis is rejected. The results indicate that store badges, product quality, and price perception have a significant influence on customer trust and purchase decisions. However, customer trust does not have a significant influence on purchase decisions, suggesting that purchasing decisions are not always driven solely by trust.