The rapid expansion of e-commerce has fundamentally changed how Indonesians shop, particularly Generation Z, a generation that has grown up with digital technology. Before making purchases, these consumers routinely compare products, read online reviews, use digital payment systems, and complete transactions through mobile applications. As online marketplaces become increasingly competitive, consumer trust has become a decisive factor in determining whether a purchase is completed.
Unlike traditional retail, online shopping requires consumers to buy products they cannot physically inspect. This creates uncertainty, making trust an essential component of the purchasing process. Understanding what builds that trust has therefore become a strategic priority for e-commerce businesses.
To explore this issue, the researchers surveyed 400 Generation Z Shopee users, aged 15 to 29, in South Tangerang, Indonesia. Participants were selected using purposive sampling, ensuring that all respondents had prior experience shopping on Shopee. Data were collected through structured questionnaires using a five-point Likert scale and analyzed using Structural Equation Modeling (SEM) with LISREL 8.72.
The findings demonstrate that three key factors—Digital Payment, Online Reviews, and Transaction Convenience—significantly strengthen Brand Trust, which subsequently leads to stronger Purchase Decisions. Among these variables, transaction convenience proved to be the most influential.
Key findings from the study include:
- Transaction Convenience had the strongest effect on Brand Trust (β = 0.503).
- Online Reviews positively influenced Brand Trust (β = 0.236).
- Digital Payment also strengthened Brand Trust (β = 0.207).
- Brand Trust strongly influenced Purchase Decisions (β = 0.863).
- Brand Trust served as a significant mediating variable, connecting Digital Payment, Online Reviews, and Transaction Convenience to Purchase Decisions through an indirect effect of 0.179.
The proposed research model also demonstrated strong explanatory power. The variables explained 63.2% of the variance in Brand Trust and 74.5% of the variance in Purchase Decisions, indicating that the model effectively captures the purchasing behavior of Generation Z consumers in e-commerce.
According to the researchers, transaction convenience plays the most significant role because today's consumers expect shopping experiences that are fast, simple, flexible, and seamless. When payment processing, order confirmation, checkout procedures, and customer support function efficiently, consumers develop stronger confidence in the platform. That trust ultimately encourages them to complete purchases.
The study also highlights the importance of secure digital payment systems. Consumers are more willing to trust e-commerce platforms that offer payment methods perceived as safe, reliable, and easy to use. Likewise, authentic online reviews continue to serve as a critical information source, helping shoppers evaluate product quality and reduce uncertainty before making purchasing decisions.
For the e-commerce industry, the findings provide important strategic insights. Platforms such as Shopee should focus not only on discounts and promotional campaigns but also on strengthening customer trust through better service quality. Simplifying transaction processes, enhancing payment security, improving customer support, and ensuring the credibility of customer reviews can significantly increase purchase decisions.
The research also offers valuable implications for online sellers. Maintaining accurate product descriptions, delivering quality customer service, and encouraging genuine customer reviews can help build trust at both the seller and platform levels. As consumer confidence increases, so does the likelihood of repeat purchases and long-term customer loyalty.
From an academic perspective, the study contributes to the growing body of knowledge on digital consumer behavior by integrating Digital Payment, Online Reviews, Transaction Convenience, and Brand Trust into a single comprehensive framework. Previous studies have often examined these variables separately, while this research demonstrates how they work together to influence purchasing decisions.
The researchers acknowledge several limitations. The study focused exclusively on Generation Z Shopee users in South Tangerang, meaning the findings may not fully represent consumers from other regions, age groups, or cultural backgrounds. Future studies are encouraged to include other e-commerce platforms such as Tokopedia, Lazada, TikTok Shop, and Blibli, while also incorporating additional variables such as customer satisfaction, customer loyalty, perceived risk, and customer experience.
Nani from Pamulang University emphasized that trust functions as the psychological mechanism connecting digital service quality with consumer purchasing behavior. Building secure, efficient, and user-friendly shopping experiences is therefore essential for e-commerce platforms seeking to strengthen customer confidence and remain competitive in the rapidly evolving digital marketplace.
Author Profiles
Nani is a researcher and lecturer at Pamulang University, specializing in marketing management, consumer behavior, digital marketing, and e-commerce.
Prof. Dr. H. Jaja Suteja, S.E., M.Si. is a professor at Pasundan University whose expertise includes management, marketing, and business strategy.
Dr. H. Undang Juju, S.E., M.P. is an academic at Pasundan University specializing in business management, marketing, and organizational development.
Research Source
Nani, Jaja Suteja, & Undang Juju. (2026). Brand Trust as a Mediating Mechanism in E-Commerce Purchase Decisions: Evidence from Generation Z Shopee Users. International Journal of Management and Business Intelligence (IJBMI), Vol. 4, No. 3, pp. 413–426. DOI: https://doi.org/10.59890/ijmbi.v4i3.10
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