Consumer Trust and e-WOM Effects on Platform Preferences in Indonesian Online Shopping

The rapid expansion of e-commerce in Indonesia has significantly transformed consumer purchasing behavior, offering diverse platform choices including official brand websites and third-party e-marketplaces. While digital convenience is increasing, consumer trust remains a central factor influencing platform selection. This study investigates how electronic word-of-mouth (e-WOM) and perceived website quality affect consumer trust and, subsequently, influence preferences in online shopping platforms. Grounded in the Theory of Reasoned Action (TRA), this research employs a quantitative methodology using survey data collected from frequent online shoppers in Indonesia. The model was tested using Partial Least Squares Structural Equation Modeling (PLS-SEM) with SmartPLS 4.0 to examine the relationships among perceived website quality, e-WOM, trust, and shopping attitudes. The findings reveal that both e-WOM and perceived website quality significantly enhance trust, which positively influences consumer preference for e-marketplaces over brand websites. Furthermore, perceived website quality exerts a direct and substantial impact on consumers’ attitudes toward online shopping. These results highlight the need for e-commerce platforms to optimize website usability and security while fostering positive user-generated reviews to build trust and increase consumer engagement. The study offers practical implications for developers, digital marketers, and platform strategists in enhancing user experience and loyalty in competitive online markets, especially within emerging digital economies.