Strategies to Increase Customer Purchase Intention of an E-Commerce Platform

Authors

  • Dipa Mulia Universitas Mercu Buana, Jakarta, Indonesia

DOI:

https://doi.org/10.38035/dijdbm.v7i1.6141

Keywords:

Governance, E-Service Quality, Trust, Purchase Intention, Customer Review

Abstract

This study examines strategies to increase purchase intention on e-commerce platforms in Indonesia, with a specific focus on the under-explored role of governance. The research examines the direct and indirect effects (mediated by trust) of e-service quality, customer reviews, governance, and trust on purchase intention. Using a quantitative approach, data were collected from 200 Indonesian e-commerce consumers via questionnaires and analyzed using Partial Least Squares Structural Equation Modeling (PLS-SEM). The results indicate that governance, e-service quality, and trust have significant direct effects on purchase intention. However, trust fully mediates only the relationship between customer reviews and purchase intention, and does not act as a mediator for e-service quality or governance. The findings suggest that to enhance purchase intention, platform managers should prioritize improving both governance mechanisms and e-service quality directly, while also leveraging customer reviews to build consumer trust.

References

Ahmad Tass, M. & Hakim, I. A. (2023). Analyzing the characteristics and implications of e commerce platforms: A literature review and analysis. Universe International Journal of Interdisciplinary Research, 4(04). http://doi.org/10.5281/zenodo.8435758

Anshori, M. Y., Karya, D. F., & Gita, M. N. (2022). A study on the reuse intention of e commerce platform applications: Security, privacy, perceived value, and trust. Journal of Theoretical and Applied Management, 15(1). https://doi.org/10.20473/jmtt.v15i1.34923

Arisa, A. M., & Vidyarini, T. (2023). Pengaruh online customer review terhadap minat beli dengan trust sebagai variabel mediasi pada konsumen Tokopedia. Jurnal Ekonomi dan Bisnis, 26(1), 47–60

Ashiq, R. and Hussain, A. (2024), Exploring the effects of e-service quality and e-trust on consumers' e-satisfaction and e-loyalty: insights from online shoppers in Pakistan, Journal of Electronic Business & Digital Economics, Vol. 3 No. 2, pp. 117- 141. https://doi.org/10.1108/JEBDE-09-2023-0019

Fazil, M. M., & Saputri, M. E. (2024). Pengaruh e-service quality terhadap repurchase intention pada aplikasi McDonald’s dengan customer trust sebagai intervening. Jurnal Ekuilnomi, 6(3), 655–662.

Hair, J. F., Ringle, C. M., Sarstedt, M., & Hult, G. T. M. (2022). A Primer Model on Partial Least Squares Structure Equation Modeling (PLS-SEM). Third Edition. Sage Publishing.

He, H., & Zhang, B. (2023). Strategy analysis of multi agent governance on the e commerce platform. Journal of Theoretical and Applied Electronic Commerce Research, 18(1), 1–18. https://doi.org/10.3390/jtaer1801000

Hidayat, R. (2021). “Sudah Ikhlas”: Banyaknya Kasus Penipuan Daring Tak DiprosesPolisi. tirto.id. https://tirto.id/sudah-ikhlas-banyaknya-kasus-penipuan daring-tak-diproses-polisi-gk9r

Junianingrum, S., Apriliyanto, N., & Abdullah, L. Z. (2023). Repurchase intention based on e-service quality and customer trust at three top brand e-commerce Indonesia. IQTISHADUNA: Jurnal Ilmiah Ekonomi Kita, 12(2), 226–240.

Lestari Poernomo, S. (2023). Analisis Kepatuhan Regulasi Perlindungan Konsumen dalam E-Commerce di Indonesia. UNES Law Review, 6(1), 1772-1782. https://doi.org/10.31933/unesrev.v6i1.972

Liang, K., He, J., & Wu, P. (2022). Trust evaluation method of e commerce enterprises with high involvement experience products. Sustainability, 14(23), 15562. https://doi.org/10.3390/su142315562

Ma, X., Li, Y., & Asif, M. (2024). E Commerce review sentiment analysis and purchase intention prediction based on deep learning technology. Journal of Organizational and End User Computing, 36(1).

Mahmud, A.(2022). Securing PurchaseIntention of E-Commerce Users: the Nomological Validity of Branding and Trust. Jurnal Minds: Manajemen Ide Dan Inspirasi, 9(2), 187-198. https://doi.org/10.24252/minds.v9i2.26691

Available from: https://www.researchgate.net/publication/368482287_Securing_ Purchase_Intention _of_E- Commerce_Users_the_Nomological_Validity_of_Branding and_Trust [accessed November 2025].

Monique Handa Shafira, BI: Transaksi di e-Commerce Indonesia Rp 453,75 Triliun pada 2023, investor Daily 17 Jan 2024, https://investor.id/business/351311/bi-transaksi-diecommerceindonesia-rp-45375-triliun-pada-2023

Sahu, P., Bakshi, S., Sharma, M., Dholkia, N., Bhargav, S., Pattanayak, S. K., & Rathi, S. (2024). The Role of Online Reviews and Trust in the Adoption of E-Commerce for Online Vestment Transactions. International Review of Management and Marketing, 14(5), 10–17. https://doi.org/10.32479/irmm.16575

Salirrosas, EEG., Eusobio, RFR., Perez, JAE, (2022), Trust in E-Commerce and Its Impact on the Purchase Intention of Consumers in MSME Stores in Chiapas – Mexico, ICEBT '22: Proceedings of the 2022 6th International Conference on E-Education, E-Business and E-Technology

Setiawan, H., Fatmala, I. A., & Julita, Y. (2023). Pengaruh Online Customer Review, Kepercayaan, Harga, dan Risiko yang Dirasakan terhadap Minat Belanja Onlne d Platform E-: Studi Kasus pada Masyarakat Milenial. Jurnal Ilmiah Bisnis Dan Ekonomi Asia, 17(2), 122–129. https://doi.org/10.32815/jibeka.v17i2.107

Setyowati,D. 2023, Transaksi Tokopedia Turun karena Pangkas Diskon, Katadata.co.id https://katadata.co.id/digital/e-commerce/64dc61167b6ed/transaksi-tokopedia-turun-karena-pangkas-diskon?utm_source=chatgpt.com

Tahir, D. M., & Khan, W. (2020). Online review and customer purchase intention in social e commerce context; role of trust as a mediator and source credibility as moderator. KASBIT Business Journal, 13(1), 61–72

Yulin, M., Bernarto, I., & Bernarto, I. (2024). The Influence of Website Design Quality, Perceived Value, E-Trust and Mediating Effects on Satisfaction on Repurchase Intentions (Case Study: Tokopedia.Com). Enrichment : Journal of Management, 14(2), 204-215. https://doi.org/10.35335/enrichment.v14i2.1894

Zaheer, M.A., Anwar, T.M., Iantovics, L.B., Manzoor, M., Raza, M.A. and Khan, Z. (2024), Decision-making model in digital commerce: electronic trust-based purchasing intention through online food delivery applications (OFDAs), Journal of Trade Science, Vol. 12 No. 3, pp. 220-242. https://doi.org/10.1108/JTS-12-2023-0037

Downloads

Published

2026-01-04

Issue

Vol. 7 No. 1 (2025): Dinasti International Journal of Digital Business Management (December 2025 - January 2026)

Section

Articles

License

Copyright (c) 2026 Dipa Mulia

Creative Commons License

This work is licensed under a Creative Commons Attribution 4.0 International License.

Authors who publish their manuscripts in this journal agree to the following conditions:

  1. The copyright on each article belongs to the author(s).
  2. The author acknowledges that the Dinasti International Journal of Digital Business Management (DIJDBM) has the right to be the first to publish with a Creative Commons Attribution 4.0 International license (Attribution 4.0 International (CC BY 4.0).
  3. Authors can submit articles separately, arrange for the non-exclusive distribution of manuscripts that have been published in this journal into other versions (e.g., sent to the author's institutional repository, publication into books, etc.), by acknowledging that the manuscript has been published for the first time in the Dinasti International Journal of Digital Business Management (DIJDBM).