An official fashion e-commerce platform needs more than high website traffic to increase sales. A recent study from Telkom University found that e-marketing strategies and consumer trust play a decisive role in turning visitors into actual buyers.
The research was conducted by Sukmadia Sumpena, Putu Nina Madiawati, and Agus Maolana Hidayat from the Master of Business Administration Program, School of Economics and Business, Telkom University. The study was published in April 2026 in the Indonesian Journal of Business Analytics.
The study emerged after the fashion company examined in the research experienced a major gap between website visits and completed transactions on its official platform. Although the company’s website and mobile application recorded more than two million visits in 2025, only 1.8% to 4.5% of online sales came from the official platform. More than 80% of online sales were still generated through third-party marketplaces, particularly Shopee.
Internal company data revealed that out of 52,987 active users accessing the platform during a reporting period, only seven transactions were completed. Meanwhile, 19,778 products were viewed, but only 14 products were purchased. The figures indicate that consumer interest alone was not enough to trigger actual purchasing decisions.
A preliminary survey involving 381 active users identified several reasons behind the low conversion rate. About 46.5% of respondents said third-party marketplaces offered more attractive discounts and promotions than the company’s official platform. Other respondents admitted they still lacked trust in the platform, were unfamiliar with the official application, or considered the platform difficult to use.
The researchers then examined four main factors: e-marketing mix, consumer trust, purchase intention, and purchase decision.
The study applied a quantitative approach using Structural Equation Modeling based on Partial Least Squares (SEM-PLS). Data were collected through online surveys conducted between March and April 2026 among users who had registered and completed purchases through the company’s official website or mobile application within the previous six months.
The findings showed that purchase intention was the strongest factor influencing purchase decisions. The relationship between purchase intention and purchase decision recorded the highest coefficient value at 0.723.
The study also found that e-marketing mix positively influenced purchase intention with a coefficient value of 0.431. Consumer trust also had a significant positive effect with a coefficient value of 0.378.
Researchers identified several key factors influencing online fashion shopping behavior, including:
- Complete and detailed product information
- User-friendly platform accessibility
- Secure payment systems
- Transparent product and service information
- Digital promotions such as cashback, discounts, and loyalty points
Among the e-marketing mix dimensions, e-product and e-place received the highest scores. This indicates that online fashion consumers pay close attention to product photos, descriptions, colors, and size details before making purchasing decisions.
In terms of trust, payment security and information transparency emerged as the most important aspects valued by consumers. Most respondents believed the official platform provided safe transactions and clear product information.
According to Putu Nina Madiawati from Telkom University, fashion companies need to create a more engaging digital shopping experience so that consumers move beyond browsing and complete their purchases. Promotional strategies and consumer trust must work together to improve transaction conversion rates.
The study also highlighted digital promotions as one of the main challenges for official e-commerce platforms. Many consumers still compare prices and promotions across multiple marketplaces before making purchasing decisions.
As a result, the researchers recommended that companies strengthen promotional programs such as:
- cashback offers
- member-exclusive discounts
- free shipping
- loyalty points
- special coupons for app users
In addition to promotional improvements, companies are encouraged to strengthen payment security, improve customer data protection, provide clearer product information, and enhance customer service quality.
The findings are considered important for Indonesia’s growing digital fashion industry, where official brand platforms compete directly with large online marketplaces. The study demonstrates that success in e-commerce depends not only on attracting visitors, but also on building consumer trust and purchase intention.
Author Profiles
- Sukmadia Sumpena- Master of Business Administration student at Telkom University with research interests in digital marketing and consumer behavior.
- Drs. Putu Nina Madiawati, S.T., M.T., M.M.- Lecturer and researcher at the School of Economics and Business, Telkom University. Her expertise includes digital marketing, business strategy, and consumer behavior.
- Agus Maolana Hidayat, S.E., M.Si.- Academic and researcher at Telkom University specializing in business management and digital marketing.
Research Source
Title: Building Digital Purchase Decisions through the Synergy of E-Marketing Mix and Consumer Trust
Journal: Indonesian Journal of Business Analytics
Volume: Vol. 6 No. 2 (April 2026)
DOI: https://doi.org/10.55927/ijba.v6i2.16486
URL: https://journal.formosapublisher.org/index.php/ijba
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