The Effect of Price and Consumer Trust on Purchase Decisions

Authors

  • Rizal Heriyanto Fakultas Ekonomi dan Bisnis, Universitas Persatuan Guru Republik Indonesia Semarang, Indonesia
  • Bayu Kurniawan Fakultas Ekonomi dan Bisnis, Universitas Persatuan Guru Republik Indonesia Semarang, Indonesia
  • Noventia Karina Putri Fakultas Ekonomi dan Bisnis, Universitas Persatuan Guru Republik Indonesia Semarang, Indonesia

Keywords:

Price, Consumer Trust, Purchase Decision

Abstract

This study aims to analyze the influence of price and consumer trust on purchasing decisions in TikTok Shop. The research involved 164 respondents from Management students at PGRI Semarang University who have experience with TikTok Shop. Using Structural Equation Modeling (SEM) with AMOS, the findings indicate that consumer trust significantly affects purchasing decisions. This study provides insights into enhancing marketing strategies on social commerce platforms by emphasizing pricing strategies and building consumer trust to encourage purchasing behavior.

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Published

2026-07-15

Issue

Vol. 2 No. 1 (2025): 2nd ICONECOBIZ

Section

Articles

License

Copyright (c) 2025 INTERNATIONAL CONFERENCE OF ECONOMICS AND BUSINESS

Creative Commons License

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

How to Cite

The Effect of Price and Consumer Trust on Purchase Decisions. (2026). INTERNATIONAL CONFERENCE OF ECONOMICS AND BUSINESS, 2(1). https://conference.upgris.ac.id/index.php/EconBiz/article/view/7621