Key Drivers of Tokopedia Purchasing Decisions: Ease, Promotion, and Consumer Trust

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FORMOSA NEWS

The dynamics of online shopping at the local level have come into focus as Anang Ardiansyah, Heri Prabowo, and Ika Indriasari from Universitas PGRI Semarang published their research in July 2026. This study investigates the factors driving purchasing decisions on the e-commerce platform Tokopedia by examining consumers in Gempolsewu Village. The findings are critical for digital industry practitioners and micro, small, and medium enterprises (MSMEs) to understand how perceived ease, digital reviews, and promotions translate into actual transactions through the foundation of consumer trust.

The rapid advancement of information technology and internet access has fundamentally shifted human lifestyles from conventional transactions to practical and efficient digital shopping. Amid fierce market competition in Indonesia—where Tokopedia ranks second behind Shopee—platforms must thoroughly understand consumer behavior to remain competitive. Because previous studies yielded inconsistent results regarding the influence of reviews and platform usability, consumer trust serves as a crucial intervening variable to explain these shopping choices comprehensively.

To uncover these consumer behaviors, the researchers employed a quantitative survey approach. Data was collected online via Google Forms from 100 Tokopedia consumers in Gempolsewu Village using purposive sampling, with sample sizes determined through the Lemeshow formula. The collected information was then analyzed using Partial Least Squares Structural Equation Modeling (PLS-SEM) via SmartPLS 4.0 software to map complex direct and indirect relationships.

Based on deep statistical analysis, the research revealed several key findings regarding digital shopping behavior:

• Perceived ease of use directly influences consumer trust.
• Perceived ease of use directly influences purchasing decisions on Tokopedia.
• Electronic Word of Mouth (E-WoM) successfully builds consumer trust.
• Electronic Word of Mouth (E-WoM) does not directly affect final purchasing decisions.
• Promotional activities are proven effective in boosting consumer trust.
• Promotional activities directly drive purchasing decisions.
• Consumer trust directly affects purchasing decisions.
• Consumer trust acts as a significant mediating variable bridging the effect of perceived ease of use on purchasing decisions.
• Consumer trust fails to mediate the direct effect of E-WoM on purchasing decisions.
• Consumer trust acts as a mediating variable for the effect of promotion on purchasing decisions.

The implications of this study provide strategic guidance for digital business entities to maintain user-friendly app interfaces, sustain promotional programs like discounts and free shipping, and strengthen transaction security systems. As emphasized by the researchers from Universitas PGRI Semarang, building consumer trust is an absolute prerequisite to reduce hesitation in online transactions. These insights benefit major e-commerce corporations and serve as a vital reference for local business owners to enhance buyer retention and strengthen the digital economic ecosystem at the village level.

Author Profiles

• Anang Ardiansyah: Researcher in management and digital business.
• Heri Prabowo: Lecturer and researcher at the Department of Management, Faculty of Economics and Business, Universitas PGRI Semarang, specializing in marketing management and digital business.
• Ika Indriasari: Lecturer and researcher at the Department of Management, Faculty of Economics and Business, Universitas PGRI Semarang, specializing in management and consumer behavior.

Research Source:

Ardiansyah, A., Prabowo, H., & Indriasari, I. (2026). The Influence of Perceived Ease of Use, Electronic Word of Mouth, and Promotion on Purchasing Decisions on Tokopedia with Consumer Trust as an Intervening Variable in Gempolsewu Village. International Journal of Integrated Science and Technology (IJIST), 4(7), 384-395. https://doi.org/10.59890/ijist.v4i7.18