Revisiting Online Purchase Intention in Indonesian E-Commerce: The Mediating Role of Trust and the Moderating Effect of Mobile Usability
Abstract
This research aims to investigate the impact of e-service quality, website usability, and trust on online purchase intention among Shopee and Tokopedia users in Indonesia. A quantitative research design was applied, with the use of an online questionnaire sent to 150 respondents residing in Indonesia. Purposive sampling was employed to select individuals who have previous experiences in purchasing goods or services from Shopee and Tokopedia websites. In addition, information about their domicile was obtained to determine the respondents' geographical locations. Data analysis was performed using SPSS, incorporating validity and reliability tests, classical assumption tests, and multiple linear regression analysis. The findings reveal that e-service quality, website usability, and trust positively and significantly impact online purchase intention in partial and simultaneous manners. Trust emerges as the strongest variable (β = 0.398), while website usability (β = 0.321) and e-service quality (β = 0.276) follow suit. The model can explain 68.1% of the variations in online purchase intention (R² = 0.681). This suggests that trust, website usability, and e-service quality are highly relevant in explaining online purchase intentions.
Keywords:
e-service quality, website usability, trust, online purchase intention
References
1. Apostolov M, Coco N. Digitalization-based innovation—A case study framework. … Innov Technol Manag. 2021;
2. Awamleh FT, Bustami AN. Examine the Mediating Role of the Information Technology Capabilities on the Relationship Between Artificial Intelligence and Competitive Advantage During the COVID-19 Pandemic. SAGE Open. 2022;12(3).
3. Melorose J, Perroy R, Careas S. TRUST AND TAM IN ONLINE SHOPPING: AN INTEGRATED MODEL1 By: Statew Agric L Use Baseline 2015. 2015;1(1):51–90.
4. Sukmasetya P, Haryanto T, Sadewi FA, Maulida RBG, Aliudin HS, Sugiarto B. Pemanfaatan Digital Marketing sebagai Media Pemasaran Global untuk Meningkatkan Penjualan Produksi pada Home Industry. Community Empower. 2020;5(2):28–35.
5. Parasuraman A, Zeithaml VA. Understanding and Improving Service. Handb Mark. 2002;339.
6. Faridi MR, Malik A, Khan NA, Iqbal A, Khan S. E-Wom Across Digital Channels: a Comparison of E-Commerce and Social Media Impact on Consumer Purchase Intentions. Innov Mark. 2024;20(4):192–205.
7. Yulianty R, Nugrahanti TP. PENGARUH SUSTAINABILITY REPORTING TERHADAP NILAI PERUSAHAAN DENGAN KINERJA KEUANGAN SEBAGAI VARIABEL INTERVENING. J Ris Perbank Manaj dan Akunt. 2020;4(1):12–24.
8. Yulianty R, Nugrahanti TP. PENGARUH SUSTAINABILITY REPORTING TERHADAP NILAI PERUSAHAAN DENGAN KINERJA KEUANGAN SEBAGAI VARIABEL INTERVENING.
9. Anwar RN, Afifah A. Pengaruh Kepercayaan dan Keamanan Konsumen terhadap Minat Beli di situs Online (Studi Kasus pengunjung situs Lazada di Jakarta Timur). J Manaj. 2018;9(1):46.
10. Kanapathipillai K, Singkaravalah LM, Balam MS, Nararajan S. The future of personalised customer experience in e-commerce: decoding the power of ai in building trust, enhancing convenience, and elevating service quality for malaysian consumers. Eur J Soc Sci Stud. 2024;10(5).
11. Sholihin U. Meningkatkan daya saing pasar UMKM melalui transformasi digital. Digit Bisnis J Publ Ilmu Manaj dan E-Commerce. 2024;3(2):100–14.
12. Moreno DE, David KA, Delos Santos K, Labapis JI, Mariano JB, Tseng SC. Do you trust the influencer behind short-form video contents? The Impact of Influencer Credibility and Content Value on Consumers’ Purchase Decision. In: Proceedings of the 2024 8th International Conference on E-Commerce, E-Business, and E-Government. 2024. p. 22–8.
13. Sha.S M, Wilson DPVL. An Investigation into the Influence of E-commerce Platforms on Local Retailers: A Case Study of Kollam District. Int Res J Adv Eng Hub [Internet]. 2024; Available from: https://api.semanticscholar.org/CorpusID:269700024
14. Gahlot B, Rani P. A Study of Digital Marketing Strategies influencing buying behaviour of e-commerce consumers. Res Rev Int J Multidiscip. 2023;8(6):99–103.
15. Prueangphitchayathon S, Tesaputa K, Somprach K. Application of Total Quality Management System in Thai Primary Schools. Educ Res Rev. 2015 Jun;10(11):1535–46.
16. Wongkitrungrueng A, Assarut N. The role of live streaming in building consumer trust and engagement with social commerce sellers. J Bus Res [Internet]. 2020;117(August):543–56. Available from: https://doi.org/10.1016/j.jbusres.2018.08.032
17. Indra R, Hidayat Z, Tukina. Characteristics of Innovation as Determinants of Voluntary Adoption of Mobile Money in Indonesia. Proc 3rd Borobudur Int Symp Humanit Soc Sci 2021 (BIS-HSS 2021). 2023;448–56.
18. Ibrahim D, Abidin M, Zuhriyah IA. Integrating Brand Religiosity Image, E-Service Quality, and Muslim Customer Perceived Value: A Study on Muslim Student Loyalty Mediated by Satisfaction. Nidhomul Haq J Manaj Pendidik Islam [Internet]. 2024; Available from: https://api.semanticscholar.org/CorpusID:273611776
19. Halim E, Claudia L, Hebrard M. The impact of customer satisfaction, customer experience, e-service quality to customer trust in purchasing digital product at the marketplace. J Apl Manaj. 2023;21(3):567–77.
20. Liang TP, Turban E. Introduction to the special issue social commerce: A research framework for social commerce. Int J Electron Commer. 2011;16(2):5–13.
21. Suali AS, Srai JS, Tsolakis N. The role of digital platforms in e-commerce food supply chain resilience under exogenous disruptions. Supply Chain Manag. 2024;29(3):573–601.
22. Tzavlopoulos Ι, Gotzamani K, Andronikidis A, Vassiliadis C. Determining the impact of e-commerce quality on customers’ perceived risk, satisfaction, value and loyalty. Int J Qual Serv Sci. 2019;11(4):576–87.
23. Nielsen C. The sustainability imperative: new insights on consumer expectations. Nielsen Co New York. 2015;
24. Horng JS, Tsai CTS. Government websites for promoting East Asian culinary tourism: A cross-national analysis. Tour Manag. 2010;31(1):74–85.
25. Nurhadi M, Suryani T, Fauzi AA. The power of website and social media for strengthening brand image, E-WoM, and purchase decision. J Econ Business, Account Ventur. 2023;25(3):273.
26. Kim JH, Kim M, Lennon SJ. E-service performance of apparel e-retailing websites: A longitudinal assessment. Int J Serv Sci Manag Eng Technol. 2018;9(1):24–40.
27. Seo YW, Chae SW, Lee KC. The impact of human brand image appeal on visual attention and purchase intentions at an e-commerce website. In: Asian conference on intelligent information and database systems. Springer; 2012. p. 1–9.
28. Helmi M, Alharthi S, Habib S. Online Trust Determinants, Consumer Perception, and Purchase Intent in Saudi E-Commerce: Exploring Determinants and Evidence. Sci J King Faisal Univ Humanit Manag Sci [Internet]. 2024; Available from: https://api.semanticscholar.org/CorpusID:268152538
29. Koneti C. The Impact of AI-Powered Personalization on Consumer Trust in Digital Marketing Strategies: Evidence from E-Commerce. Adv Consum Res. 2025;2(4).
30. Nadeem O. AI Personalization, Service Quality, and Brand Loyalty in Cross-Border Fast-Food E-Commerce: The Mediating Role of Consumer Trust and the Moderating Role of Personality Traits.
31. Annuncia BJ, Sundari R. Impact of Generative AI and AI-Recommenders on Brand and Loyalty and Consumer trust in E-Commerce.
32. Ajzen I. The Theory of planned behavior. Organ Behav Hum Decis Process. 1991;
33. Sulistyowati T, Husda NE. THE TRUST FACTOR: A COMPREHENSIVE REVIEW OF ANTECEDENTS AND THEIR ROLE IN SHAPING ONLINE PURCHASE INTENTIONS. J Ekon Dan Bisnis Airlangga. 2023;33(2).
34. Pappas IO, Kourouthanassis PE, Giannakos MN, Chrissikopoulos V. Sense and sensibility in personalized e‐commerce: How emotions rebalance the purchase intentions of persuaded customers. Psychol Mark. 2017;34(10):972–86.
35. Siddiqui MS, Siddiqui UA, Khan MA, Alkandi IG, Saxena AK, Siddiqui JH. Creating electronic word of mouth credibility through social networking sites and determining its impact on brand image and online purchase intentions in India. J Theor Appl Electron Commer Res. 2021;16(4):1008–24.
36. Nguyen PT, Ngo TKT. Factors Affecting Online Purchase Intention on Facebook: The Role of Online Customer Experience. Welcome Notes. 2018;47.
37. Ghozali I, Latan H. Partial least squares konsep, teknik dan aplikasi menggunakan program smartpls 3.0 untuk penelitian empiris. Semarang: Badan Penerbit UNDIP. 2015;
38. Ghozali I. Multivariate Analysis Application with IBM SPSS Program. 25. Semarang Diponegoro Univ Publ Agency. 2018;
39. Indarwati IBC, Putra IBU. The Effect of Service Quality, Price Perception, and Brand Image on Feeling Value, and Customer Satisfaction at Dian Husada Mojokerto Hospital.
40. Zeithaml VA, Berry LL, Parasuraman A. The behavioral consequences of service quality. J Mark. 1996;60(2):31–46.
41. Halika N, Kharisma K. Study of the Effects of Service Quality Variables on Customer Satisfaction and Loyalty. J Soc Sci Bus Stud. 2024;2(2):186–90.
42. Verhagen T, Van Dolen W. The influence of online store beliefs on consumer online impulse buying: A model and empirical application. Inf Manag [Internet]. 2011;48(8):320–7. Available from: http://dx.doi.org/10.1016/j.im.2011.08.001
43. Rokhmah S, Muslihah I. Pendampingan pemanfaatan website untuk membantu pemasaran UMKM terdampak Covid-19 pada AL IHSAN Store. Budimas J Pengabdi Masy. 2021;3(1):194–202.
44. Shahid S, Paul J, Gilal FG, Ansari S. The role of sensory marketing and brand experience in building emotional attachment and brand loyalty in luxury retail stores. Psychol Mark. 2022;39(7):1398–412.
45. Yao X, Liu Y, Qi G. Enhancing Environmental Awareness for Sustainable Retail: Analysis of the Buy-Online-and-Return-in-Store Policy Adoption Using Theory of Planned Behavior. J Theor Appl Electron Commer Res. 2024;19(4):2694–713.
2. Awamleh FT, Bustami AN. Examine the Mediating Role of the Information Technology Capabilities on the Relationship Between Artificial Intelligence and Competitive Advantage During the COVID-19 Pandemic. SAGE Open. 2022;12(3).
3. Melorose J, Perroy R, Careas S. TRUST AND TAM IN ONLINE SHOPPING: AN INTEGRATED MODEL1 By: Statew Agric L Use Baseline 2015. 2015;1(1):51–90.
4. Sukmasetya P, Haryanto T, Sadewi FA, Maulida RBG, Aliudin HS, Sugiarto B. Pemanfaatan Digital Marketing sebagai Media Pemasaran Global untuk Meningkatkan Penjualan Produksi pada Home Industry. Community Empower. 2020;5(2):28–35.
5. Parasuraman A, Zeithaml VA. Understanding and Improving Service. Handb Mark. 2002;339.
6. Faridi MR, Malik A, Khan NA, Iqbal A, Khan S. E-Wom Across Digital Channels: a Comparison of E-Commerce and Social Media Impact on Consumer Purchase Intentions. Innov Mark. 2024;20(4):192–205.
7. Yulianty R, Nugrahanti TP. PENGARUH SUSTAINABILITY REPORTING TERHADAP NILAI PERUSAHAAN DENGAN KINERJA KEUANGAN SEBAGAI VARIABEL INTERVENING. J Ris Perbank Manaj dan Akunt. 2020;4(1):12–24.
8. Yulianty R, Nugrahanti TP. PENGARUH SUSTAINABILITY REPORTING TERHADAP NILAI PERUSAHAAN DENGAN KINERJA KEUANGAN SEBAGAI VARIABEL INTERVENING.
9. Anwar RN, Afifah A. Pengaruh Kepercayaan dan Keamanan Konsumen terhadap Minat Beli di situs Online (Studi Kasus pengunjung situs Lazada di Jakarta Timur). J Manaj. 2018;9(1):46.
10. Kanapathipillai K, Singkaravalah LM, Balam MS, Nararajan S. The future of personalised customer experience in e-commerce: decoding the power of ai in building trust, enhancing convenience, and elevating service quality for malaysian consumers. Eur J Soc Sci Stud. 2024;10(5).
11. Sholihin U. Meningkatkan daya saing pasar UMKM melalui transformasi digital. Digit Bisnis J Publ Ilmu Manaj dan E-Commerce. 2024;3(2):100–14.
12. Moreno DE, David KA, Delos Santos K, Labapis JI, Mariano JB, Tseng SC. Do you trust the influencer behind short-form video contents? The Impact of Influencer Credibility and Content Value on Consumers’ Purchase Decision. In: Proceedings of the 2024 8th International Conference on E-Commerce, E-Business, and E-Government. 2024. p. 22–8.
13. Sha.S M, Wilson DPVL. An Investigation into the Influence of E-commerce Platforms on Local Retailers: A Case Study of Kollam District. Int Res J Adv Eng Hub [Internet]. 2024; Available from: https://api.semanticscholar.org/CorpusID:269700024
14. Gahlot B, Rani P. A Study of Digital Marketing Strategies influencing buying behaviour of e-commerce consumers. Res Rev Int J Multidiscip. 2023;8(6):99–103.
15. Prueangphitchayathon S, Tesaputa K, Somprach K. Application of Total Quality Management System in Thai Primary Schools. Educ Res Rev. 2015 Jun;10(11):1535–46.
16. Wongkitrungrueng A, Assarut N. The role of live streaming in building consumer trust and engagement with social commerce sellers. J Bus Res [Internet]. 2020;117(August):543–56. Available from: https://doi.org/10.1016/j.jbusres.2018.08.032
17. Indra R, Hidayat Z, Tukina. Characteristics of Innovation as Determinants of Voluntary Adoption of Mobile Money in Indonesia. Proc 3rd Borobudur Int Symp Humanit Soc Sci 2021 (BIS-HSS 2021). 2023;448–56.
18. Ibrahim D, Abidin M, Zuhriyah IA. Integrating Brand Religiosity Image, E-Service Quality, and Muslim Customer Perceived Value: A Study on Muslim Student Loyalty Mediated by Satisfaction. Nidhomul Haq J Manaj Pendidik Islam [Internet]. 2024; Available from: https://api.semanticscholar.org/CorpusID:273611776
19. Halim E, Claudia L, Hebrard M. The impact of customer satisfaction, customer experience, e-service quality to customer trust in purchasing digital product at the marketplace. J Apl Manaj. 2023;21(3):567–77.
20. Liang TP, Turban E. Introduction to the special issue social commerce: A research framework for social commerce. Int J Electron Commer. 2011;16(2):5–13.
21. Suali AS, Srai JS, Tsolakis N. The role of digital platforms in e-commerce food supply chain resilience under exogenous disruptions. Supply Chain Manag. 2024;29(3):573–601.
22. Tzavlopoulos Ι, Gotzamani K, Andronikidis A, Vassiliadis C. Determining the impact of e-commerce quality on customers’ perceived risk, satisfaction, value and loyalty. Int J Qual Serv Sci. 2019;11(4):576–87.
23. Nielsen C. The sustainability imperative: new insights on consumer expectations. Nielsen Co New York. 2015;
24. Horng JS, Tsai CTS. Government websites for promoting East Asian culinary tourism: A cross-national analysis. Tour Manag. 2010;31(1):74–85.
25. Nurhadi M, Suryani T, Fauzi AA. The power of website and social media for strengthening brand image, E-WoM, and purchase decision. J Econ Business, Account Ventur. 2023;25(3):273.
26. Kim JH, Kim M, Lennon SJ. E-service performance of apparel e-retailing websites: A longitudinal assessment. Int J Serv Sci Manag Eng Technol. 2018;9(1):24–40.
27. Seo YW, Chae SW, Lee KC. The impact of human brand image appeal on visual attention and purchase intentions at an e-commerce website. In: Asian conference on intelligent information and database systems. Springer; 2012. p. 1–9.
28. Helmi M, Alharthi S, Habib S. Online Trust Determinants, Consumer Perception, and Purchase Intent in Saudi E-Commerce: Exploring Determinants and Evidence. Sci J King Faisal Univ Humanit Manag Sci [Internet]. 2024; Available from: https://api.semanticscholar.org/CorpusID:268152538
29. Koneti C. The Impact of AI-Powered Personalization on Consumer Trust in Digital Marketing Strategies: Evidence from E-Commerce. Adv Consum Res. 2025;2(4).
30. Nadeem O. AI Personalization, Service Quality, and Brand Loyalty in Cross-Border Fast-Food E-Commerce: The Mediating Role of Consumer Trust and the Moderating Role of Personality Traits.
31. Annuncia BJ, Sundari R. Impact of Generative AI and AI-Recommenders on Brand and Loyalty and Consumer trust in E-Commerce.
32. Ajzen I. The Theory of planned behavior. Organ Behav Hum Decis Process. 1991;
33. Sulistyowati T, Husda NE. THE TRUST FACTOR: A COMPREHENSIVE REVIEW OF ANTECEDENTS AND THEIR ROLE IN SHAPING ONLINE PURCHASE INTENTIONS. J Ekon Dan Bisnis Airlangga. 2023;33(2).
34. Pappas IO, Kourouthanassis PE, Giannakos MN, Chrissikopoulos V. Sense and sensibility in personalized e‐commerce: How emotions rebalance the purchase intentions of persuaded customers. Psychol Mark. 2017;34(10):972–86.
35. Siddiqui MS, Siddiqui UA, Khan MA, Alkandi IG, Saxena AK, Siddiqui JH. Creating electronic word of mouth credibility through social networking sites and determining its impact on brand image and online purchase intentions in India. J Theor Appl Electron Commer Res. 2021;16(4):1008–24.
36. Nguyen PT, Ngo TKT. Factors Affecting Online Purchase Intention on Facebook: The Role of Online Customer Experience. Welcome Notes. 2018;47.
37. Ghozali I, Latan H. Partial least squares konsep, teknik dan aplikasi menggunakan program smartpls 3.0 untuk penelitian empiris. Semarang: Badan Penerbit UNDIP. 2015;
38. Ghozali I. Multivariate Analysis Application with IBM SPSS Program. 25. Semarang Diponegoro Univ Publ Agency. 2018;
39. Indarwati IBC, Putra IBU. The Effect of Service Quality, Price Perception, and Brand Image on Feeling Value, and Customer Satisfaction at Dian Husada Mojokerto Hospital.
40. Zeithaml VA, Berry LL, Parasuraman A. The behavioral consequences of service quality. J Mark. 1996;60(2):31–46.
41. Halika N, Kharisma K. Study of the Effects of Service Quality Variables on Customer Satisfaction and Loyalty. J Soc Sci Bus Stud. 2024;2(2):186–90.
42. Verhagen T, Van Dolen W. The influence of online store beliefs on consumer online impulse buying: A model and empirical application. Inf Manag [Internet]. 2011;48(8):320–7. Available from: http://dx.doi.org/10.1016/j.im.2011.08.001
43. Rokhmah S, Muslihah I. Pendampingan pemanfaatan website untuk membantu pemasaran UMKM terdampak Covid-19 pada AL IHSAN Store. Budimas J Pengabdi Masy. 2021;3(1):194–202.
44. Shahid S, Paul J, Gilal FG, Ansari S. The role of sensory marketing and brand experience in building emotional attachment and brand loyalty in luxury retail stores. Psychol Mark. 2022;39(7):1398–412.
45. Yao X, Liu Y, Qi G. Enhancing Environmental Awareness for Sustainable Retail: Analysis of the Buy-Online-and-Return-in-Store Policy Adoption Using Theory of Planned Behavior. J Theor Appl Electron Commer Res. 2024;19(4):2694–713.
Published
2026-04-09
How to Cite
Lee, C.-W., & Ahmatang, A. (2026). Revisiting Online Purchase Intention in Indonesian E-Commerce: The Mediating Role of Trust and the Moderating Effect of Mobile Usability. Jesya (Jurnal Ekonomi Dan Ekonomi Syariah), 9(1), 433-447. https://doi.org/https://doi.org/10.36778/jesya.v9i1.2623
Section
Articles
This work is licensed under a Creative Commons Attribution-NonCommercial 4.0 International License.
