The Influence of Customer Trust and Product Price on Purchase Decisions in Online Shopping

Abstract

The rapid advancement of digital technology has fueled the expansion of e-commerce in Indonesia, leading to a growing number of consumers engaging in online shopping. Despite this growth, consumers continue to encounter challenges in online transactions, such as concerns over product quality and transaction security. This study seeks to examine the impact of customer trust and pricing on purchasing decisions within e-commerce platforms. Adopting a quantitative research approach, data were gathered through a survey of 100 respondents and analyzed using multiple linear regression with SPSS 26. The findings reveal that both customer trust and product pricing significantly and positively influence purchasing decisions, both individually and collectively. Customer trust emerges as the most influential factor, as it strengthens consumers' confidence in the reliability of products and sellers. Additionally, competitive pricing, including discounts and promotional offers, also plays a crucial role in shaping purchasing behavior. These results highlight the need for e-commerce businesses to implement strategies that effectively build customer trust while maintaining competitive pricing to drive sales and foster customer loyalty.