CONSUMER BEHAVIOR AND THE MEDIATING ROLE OF PURCHASE INTENTION IN ONLINE PURCHASE DECISIONS AMONG E-COMMERCE AND SOCIAL MEDIA USERS IN INDONESIA

Abstract

This study examines the effects of perceived ease of use, trust, perceived risk, information quality, and social media influence on online purchase decisions in Indonesia, with purchase intention as a mediating variable. Using a quantitative survey approach, data were collected from 420 active e-commerce and social-media users and analyzed through Structural Equation Modeling (SEM). The findings indicate that perceived ease of use, trust, information quality, and social media influence positively affect purchase intention, while perceived risk negatively influences it. Purchase intention significantly drives online purchase decisions and mediates the relationships between the studied factors and purchase decisions. The model explains 62% of the variance in purchase decisions, demonstrating strong explanatory power. This study contributes to digital consumer behavior literature by emphasizing the strategic role of purchase intention and provides insights for businesses to enhance trust, user experience, information quality, and social-media marketing effectiveness.