Modeling Price, Ease of Use, and Usefulness on E-Commerce Purchase Intentions

This study develops a quantitative model to understand the factors influencing e-commerce purchase intentions, addressing the dynamic landscape of online retail, particularly for fashion products among Generation Z. Focusing on consumers in Greater Jakarta using the Tokopedia platform, the research aims to delineate the direct effects of price and ease of use, as well as the mediating role of perceived usefulness, on purchase intention. Employing Structural Equation Modeling (SEM) with WarpPLS 7.0, data from 160 consumers were rigorously analyzed. Findings indicate that both price and ease of use significantly influence purchase intention, with perceived usefulness serving as a crucial mediator in these relationships. Specifically, perceived usefulness exhibited a strong positive effect on purchase intention. These results offer strategic insights for optimizing e-commerce platform design and marketing strategies, emphasizing the importance of balancing competitive pricing and user-friendly interfaces with enhanced perceived utility to drive consumer engagement and purchase behavior in digital marketplaces.