Social Influence and Online Trust in Online Shopping Behavior: Evidence from Indonesia

Abstract

The development of e-commerce and online stores on social media continues to increase every year. Many consumers are interested in shopping online and switching from shopping in stores offline. Especially since the COVID-19 pandemic, consumption patterns and consumer behavior when shopping have changed along with the implementation of social distancing and lockdown in many countries. This causes the emergence of the phenomenon of impulse buying that occurs due to the increasing number of consumers who switch to online shopping. This study aims to determine the effect of Social Influence and online trust on impulse buying, and the effect of impulse buying on customer satisfaction in Indonesia. The data analysis technique used in this study is the Structural Equation Model (SEM)–Partial Least Square (PLS) with a sample of 100 respondents who were processed with SmartPLS 3.0 software. The results of the study show a positive relationship and have a significant effect between social influence and online trust on impulse buying, and impulse buying on customer satisfaction.