Exposure to Information Through E-Commerce Media and Its Influence on Product Purchasing Decisions
Keywords:
Consumer Behavior, Information Exposure, Decision Product Purchase, Online Transaction Quality, e-Commerce MediaAbstract
The development of e-commerce has changed people's consumption patterns and influenced how consumers make purchasing decisions. This study aims to analyze the influence of trust, consumer behavior, information exposure, and e-commerce media on product purchase decisions on e-commerce platforms. Research sample This The study involved 205 e-commerce platform users in East Java. The research method used a quantitative approach with path analysis techniques to examine the relationship between variables. The results showed that E-commerce Media had the most dominant influence on purchasing decisions (β = 0.405; p = 0.001). The Consumer Behavior variable (β = 0.162; p = 0.011) and Information Exposure (β = 0.185; p = 0.009) also had a significant influence. Conversely, the Trust variable had no direct influence on purchasing decisions (β = -0.018; p = 0.785). These findings indicate that user experience on e-commerce media, exposure to digital information, and consumer behavior are more influential in determining purchasing decisions than direct trust factors. This study contributes to strengthening the concept of the Technology Acceptance Model and Consumer Decision Making Model, by emphasizing the role of e-commerce media and information exposure as key factors. The research findings also recommend that e-commerce companies focus on optimizing their digital platforms, increasing information exposure through digital communication strategies, and understanding consumer behavior based on data. This research provides strategic implications for the development of digital marketing and e-commerce platform management in the digital economy era.
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