ROLES OF SECURITY AND TRUST MEDIATING SERVICE QUALITY ON BUYING DECISION

Abstract

This study aims to analyze the effect of service quality on buying decisions mediated by trust and security on Shopee marketplace consumers. The phenomenon of increasing e-commerce transactions in Indonesia, especially the dominance of Shopee, requires further evaluation of service quality, security, and trust as determining factors for online buying decisions. This study uses a quantitative approach with an explanatory research method. A sample of 270 respondents was selected through purposive sampling techniques from consumers who had made purchases on Shopee. Data analysis was carried out using Smart PLS-based Structural Equation Modeling (SEM). The results show that service quality and trust have a significant positive effect on buying decisions. However, security does not effect on buying decisions. The trust variable is proven to be a significant mediator in this relationship. Meanwhile, security is not proven to mediate the relationship between service quality and buying decisions. These findings emphasize the importance of service quality and trust in shaping consumer purchasing decisions on Shopee.

Keywords: Buying Decision, Shopee, Security, Service Quality, Trust